About Us!
Since its online debut in 2021, Bellisima by Ashley Maria has evolved from a boutique e-commerce brand into a beloved staple of Easton’s fashion scene—and beyond. Founded by Ashley Melchionna with a passion for empowering women through curated style, Bellisima has grown rapidly over the past few years, expanding from a modest online shop into multiple physical locations, exclusive in-store collections, and a strong presence in local events.
Started in 2021, Bellisima translates to 'You're Beautiful' in Italian. The name was chosen, because at Bellisima, we truly believe no matter what size clothing you wear, color of your skin, ethnicity, shoe size or height- YOU ARE BEAUTIFUL!
In September 2022 we opened up our first SHOW ROOM. Located at 417 Cattell Street Suite 1 Easton PA 18042. The success of the online store led to this exciting next chapter—opening Bellisima’s first brick-and-mortar location. The boutique became a local favorite almost overnight. However, the charm and foot traffic of College Hill came with growing pains—the space simply couldn’t keep up with the rising demand.
In September 2023, Bellisima made a strategic move to a larger, more prominent storefront on 4th Street in Downtown Easton, where it remains the brand’s flagship location. This new space allowed Ashley and her team to showcase a fuller range of inventory, host in-store events, and deliver an immersive boutique experience for shoppers.
The downtown location reflects Bellisima’s elevated yet approachable aesthetic—offering everything from laid-back weekend wear to standout pieces perfect for special occasions. Paired with stylish accessories, the boutique continues to thrive as a destination for both loyal customers and first-time visitors alike.
Bellisima by Ashley Maria isn’t just a business—it’s a part of the Easton community. The boutique has proudly participated in the Easton Winter Village for the past three holiday seasons, offering shoppers a festive taste of the boutique’s curated fashion finds in a magical outdoor setting. The Winter Village has become a cornerstone event for Bellisima, not just for sales, but for connecting with the local community and new customers during the most wonderful time of the year.
In July 2025, Bellisima took another exciting leap forward by opening a second location inside Belleville Market, introducing an exclusive new in-store-only concept: The Edit by Bellisima.
This refined capsule collection focuses on limited-edition pieces that are specially curated for the Belleville Market shopper—chic, elevated, and often only available in small quantities. "The Edit" is designed to offer something truly special and different, encouraging fashion lovers to explore Bellisima’s more curated, editorial side in person.
By bringing The Edit to Belleville Market, Ashley has blended Bellisima’s signature style with a boutique-within-a-market experience, expanding the brand’s reach while maintaining its unique, personal touch.
Whether you shop online or in one of their physical locations, the Bellisima experience is rooted in thoughtful design, outstanding customer service, and a passion for helping women express their personal style. From the carefully chosen fabrics to the personalized styling tips offered by the team, every detail is crafted with the customer in mind.
Ashley Maria remains at the heart of the brand—always present, always evolving, and always listening to what her customers want. Her ability to blend trend-forward fashion with timeless appeal keeps Bellisima fresh, dynamic, and relevant season after season.
With two physical locations, a thriving online presence, and a growing collection of exclusive styles, Bellisima by Ashley Maria is more than a boutique—it’s a movement. It's about empowering women to look and feel their best, supporting local communities, and proving that with vision and heart, a small business can make a big impact.
As Bellisima continues to grow, one thing remains constant: its commitment to style, service, and the women who inspire it all.