“The store opened in 1875, when my grandparents started it in San Pablo Square, which was then Zaragoza’s commercial district,” says Isabel, the current owner of the business. “It was actually a haberdashery. They sold things for dressmakers as well as gift items,” she recalls of beginnings that were very different from what they sell today. “In 1908, they moved to Alfonso Street, here at number 25.”
HOW ALFONSO I STREET HAS CHANGED OVER THE YEARS
It is clear that the character of one of Zaragoza’s busiest streets has changed considerably over the years, and Isabel, who is now over 80, confirms it. “You have to keep changing constantly. At that time, they also began selling mantillas and many more gift items. Things evolve because tourism began in 1969, with the arrival of the American base. Many Americans came, and we started offering many more products aimed at tourists.”
The store has sold everything from Andalusian costumes to the classic figures of the bull, a symbol of Spain. “We changed the facade to make it more focused on souvenirs, larger and longer,” she says of how tourism practically transformed the business. Nativity scenes are one of the most important products for them. “Parents come, then their children, and every year they take home a figure to make their nativity scene bigger.”
Customers at the Bellostas store buying items from its costume jewelry section. Photo: Lucía Martín
As for the establishment’s most iconic items, its best-selling products are Our Lady of the Pillar figures. Perhaps the most curious feature, however, is its collection of 1920s fans, arranged in one of its display cases and even recognized with awards.
“IT MEANS EVERYTHING TO ME”
Bellostas is also well known for its traditional mantillas and shawls. “We really like it when people come in so we can advise the girls. This year, many young women dressed as manolas,” she explains, referring to this year’s Holy Week, when many women chose to wear the black mantillas that they sell with such care.
They also experienced curious situations during the pandemic. “During Covid, we ended up selling a huge number of Parcheesi games and chess sets. The salesperson said to me: ‘But how much chess do you play in Zaragoza?’” Isabel says with a laugh.
Some of the products at this iconic store in central Zaragoza. Photo: Lucía Martín
“Ever since I was little, when I left school, I would come here.” Isabel fondly remembers her childhood in the store, which has practically been her second home. “At home they would ask me: ‘What will you be when you grow up?’ And I would reply: ‘A saleswoman,’” she says with a laugh. “It means everything to me.”
