Welcome to Ama La Vita! Our story begins in 2008 when Blades to Ballet, a beloved specialty shop, was preparing to close. At the time, our youngest daughter, Kennis, was deeply involved in figure skating and dance, and I (Ginger) was looking for something part-time. With a degree in Fashion Merchandising, purchasing the store felt like the perfect opportunity — and it was. But I quickly learned it was far from part-time… and I fell in love with every minute of it.

For more than a decade, Blades to Ballet served local dancers and skaters. Then, in 2020, during the uncertainty of the COVID-19 shutdown, we noticed something important: while the world had paused, customers were still finding comfort and joy in the small selection of women’s fashion we carried. To keep supporting the dance and skating community we loved — and to continue growing — we knew it was time to pivot.

We remodeled, re-imagined, and rebranded to Ama La Vita, announcing our new name on August 19, 2020.

Ama La Vita means “Love Life” in Italian — a celebration of living fully and joyfully. That spirit guides everything we do.

In August 2024, we were proud to open our second location in downtown Rochester, a place that has always held a special place in my heart.

Today, Ama La Vita is a lifestyle boutique, offering:

• Women’s fashion & accessories
• Home décor & meaningful gifts
• Littles’ apparel
• A full selection of dancewear and dance shoes

With two brick-and-mortar locations and an online store, we are grateful to serve a growing community of women, moms, dancers, and families who share our passion for loving life — every day.

Come shop with us, get inspired, and stay connected by following us on Instagram, Facebook, TikTok, and Pinterest.
We can’t wait to welcome you in.