Having shifted from Somerville to Branchburg and expanded beyond its orginal product of aluminum storm windows, Somerville Aluminum has changed its name to Bellari Design, as in “bella” or beautiful.
The name matches the company’s relaunched kitchen and bath division under the Bellari brand in 2016, three years after the move into a 15,000-square-foot space in the township.
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“That division has grown exponentially in recent years under the new name, so we recognized it was time to rebrand the entire company,” said Bellari co-owner and executive vice president Gary Shiman. “‘Bella’ translates to beautiful in several languages, and beautiful is an adjective our customers know well and our employees hear quite a lot when we complete home improvement projects. We knew we wanted to incorporate ‘bella’ as the foundation of our new name. Bellari was created as a derivative of ‘bella’ – a new noun to be used exclusively by us to identify our unique company. We knew we wanted to create a name that could stand on its own, a single word that would, over time, take on the reputation our company has earned, despite a brand that was no longer relevant. The new brand would evoke the same emotion that a proud homeowner feels when enjoying their beautiful home," Shiman continued.
“It was melodic — almost singable — and put a smile on everyone’s face.”
Founded in 1950 in Somerville, the company got its start selling aluminium storm windows.
After several decades of successful growth, the reputation that Somerville Aluminum has earned over three generations as a family-owned business provides a firm foundation for the company’s continued expansion as Bellari, Shiman said in a news release. Shiman is partners with his brother-in-law, David Gropper, the grandson of company founder, Max Gropper.
“Our success is indicative of our unique combination of design expertise, premium products from quality partners, quality installation, and exceptional customer service with a growing team, which have been hallmarks of our business for decades,” he said in a statement.
Bellari has consistently ranked among the top 100 remodeling firms in the nation by Qualified Remodeler magazine in addition to receiving prestigious Super Service awards from leading business review website Angie’s List.
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