By ELLIS IURILLI-HOUGH
MELROSE — On July 1, Peppino’s Italian Market celebrated their one-year anniversary, but for the owners, their business is just getting started.
The local mom-and-pop store opened in 2024, operating near Franklin Square at 954 Main St. Inside, Sinatra and Martin sing softly over the speakers, and the smell of freshly delivered bread wafts over the tables. Its quaint “Little Italy” feel has drawn in customers from across Melrose and beyond. The shop is known for their homemade sandwiches and Sicilian-style pizza, but the business has expanded to making stromboli, salads, breakfast and specialty coffee. All goods are imported from Italy, and they’ve recently started delivering on Grubhub, Uber Eats, and DoorDash.
Co-owners Celina and Bernardo Natale are local Melrose residents and live here with their four kids.
Since their opening, the couple has built the store from the ground up, providing a familiar-feeling place for locals to grab a few groceries for dinner, or meet friends for lunch. Growing up in New York City, Celina Natale says she still feels the nostalgia from her neighborhood delis. Seeing locals on the street, meeting friends for coffee — it’s why she believes these city institutions are essential, and opening Peppino’s was her way to emulate that.
“It’s been a crazy year. This is a whole new avenue for us, and it’s been hard, but very rewarding,” Celina said. “We get a lot of positive feedback everyday. People come in saying really nice things — they like the food, the atmosphere. The other day a regular came in and said ‘it feels like home.’”
The two have built a team around them, and currently employ multiple Melrose locals and students to help run the shop, including some of their own kids. They do everything from slice bread to animate content for their social media. Gia Vlajkovic, a college student and part-time employee at the shop, said the job has helped her feel at home in the community.
“When I first started at Peppino’s, I saw it as just a job. But over time, it grew into a place of community and connection,” she said. “I’ve learned a lot, not only about the job itself but also about teamwork, communication, and responsibility. The experience has helped me grow both personally and professionally, and I truly value the sense of belonging I’ve found here.”
Giving back to the community is also an essential part of their business. This past spring, Peppino’s made and donated dozens of sandwiches and goods to Melrose Veterans Memorial Middle School for their Teacher Appreciation Day. In addition, the store is a regular supporter of nearby organizations such as the Sons of Italy, and donates food to fundraising events like the Melrose Run for Women, Melrose Alliance Against Violence (MAAV), and Melrose athletic games.
“We do what we can to support the city,” Celina said. “It’s being part of the community, but it’s also marketing. People get a chance to try our products while we get our name out there.”
Despite the help from within, and the support of the community, the challenges of running a small business still persist. In addition to running the shop, Celina works as a Pre-K teacher in the Malden Public Schools. The biggest struggle, she said, is managing their time. With too many ideas and too few hours in a day, it’s not always plausible to accomplish all that they set out to do.
Financially, the team must strike a balance between making a profit and keeping prices low. Meeting margins isn’t an easy feat for a small business, but for co-owner Bernardo, this isn’t his first venture. Some may know him as the former owner of The Corner Deli in Melrose. Now, he’s putting his full time and effort into Peppino’s. The couple clashes at times, Celina said, but they still manage to work together as a team.
“There are always conflicts,” she said candidly, “but I think we complement each other well. We both throw our ideas out there and they merge well together.”
In the coming year, the Natales will keep expanding on what’s working, while taking things day-by-day. They are always searching for new and fresh products, while refining the existing menu. They also hope to continue expanding their online orders, social media presence, and outreach to local Melrosians.
“My husband would have a lot to say,” Celina said, “he is the actor, I’m more of the thinker. We’re going to keep moving ahead day by day. Right now, we’re here, who knows what the future holds.”
It’s clear that in just one year, Peppino’s has accomplished a lot. But their most meaningful achievement, and their reason for starting the business in the first place, is to bring Melrose together.
“The people who come through Peppino’s, both regulars and first-time visitors, are always supportive, friendly, and genuinely interested in getting to know us,” said Vlajkovic. “That connection with the community is something special. At Peppino’s, we take great pride in serving fresh, high-quality food, and it’s clear that our customers appreciate that. There’s really no other place in Melrose quite like it.”
For any new customers interested in tasting the menu, Celina and Vlajkovic recommend the sandwiches — typically their best selling items. In the next year, the Natales and their team will keep bringing the city together through good food, familiar faces, and lots of Italian love.
“Whether you’re Italian or not, having a place like this brings the community together,” Celina said. “Starbucks, or any other chain, just doesn’t have the same feel.”