Life is beautiful in downtown New Bedford, as a new business looks to bring a fresh look to those coming to the historic district.

La Vie est Belle Apothecary is a beauty and wellness apothecary offering natural and organic products for healthier and younger-looking skin. They also offer essential oils, diffusers, and exotic perfumes, along with aesthetic procedures such as Botox, fillers and chemical peels.

The new space also offers free WiFi and a small comfort zone for relaxation.

On Thursday, April 11 (which is AHA! Thursday in downtown New Bedford), La Vie est Belle will be holding its grand opening at its new North Water Street store, right next door to Whaler's Tavern. The event begins at 10 a.m., with Mayor Jon Mitchell participating in the ribbon-cutting ceremony at 12:30 p.m.

During the grand opening event, retail products will be 10 percent off for all clients who visit the new space. Champagne, espresso, and desserts will be offered all day to those who wish to indulge themselves.