Serenella’s modern silhouettes and trendy styles have drawn shoppers to its Boston stores for over 40 years.
In 2017, the women’s fashion brand was introduced to customers in Palm Beach. Owner Leslie Shupe opened her fourth store for the brand at Royal Her Poinciana Plaza in November of the same year.
Last fall, she moved her seasonal operations to Via Bice at 313 1/2 Worth Ave.
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Shupe said the new location is a perfect fit for the brand.
“We opened last season on Bice Street and we are very happy about it,” she said. Our roots are Italian and European, it reminds us of Positano in Amalfi, bringing together the mood and atmosphere we have set up for Serenella Via Bice.”
The first Serenera opened in Boston in 1980, with two more in Nantucket, in addition to a fourth in Palm Beach.
A multi-brand concept store focused on women’s fashion, accessories and jewelry, Serenella features designer collections from around the world including Bottega Veneta, Missoni and Victoria Beckham.
“Selenera is fashion hand-picked by the best designers and artisans from around the world,” said Shupe, who acquired the company in 2003. “We also look for women-owned businesses. increase.
Growing up in the fashion industry and first joining Selenera out of college, Shupe works closely with leading and emerging designers, often working with them to create items exclusive to her store, she says. said.
Open October through May, the Palm Beach store showcases works by Giambattista Valli, Thom Browne, God’s True Cashmere, High Sports, Nagy Beglari, and Welsh Bonner.
New York-based Marna’s Collection is the season’s resident jeweler, Shoup said, and the store also features pieces by jewelery designers Christina Alexiu, Marlo Raz, Kiss Um, and Beck Jewels.
Serenella also partners with MUSE Fine Jewelery Agency, which specializes in representing independent jewelery designers.
In addition, the store has pharmacy products such as fragrance and hair care brands. Murano his glassware by Emporio Sirenuse, authentic hand-painted Sicilian pottery by Rosy di Natale, and household items such as tablecloths, chargers and napkins by Colombian designer Juan de Dios and his Moye.
“We have ready-to-wear, accessories, tableware and homewares,” Shupe said. “We have a comprehensive category.”
Shupe said he is looking into further expansion of Serenella, but has not committed to new locations.
For now, she and her Palm Beach staff will continue to travel between Florida and Massachusetts depending on the season. The Nantucket store is open from May to October.
“Selenera was my first job after college,” Shupe said. “I started as a part-timer, left the store three times, and came back as a store owner.
Jodie Wagner is a journalist for the Palm Beach Daily News, part of the USA TODAY Florida Network. You can contact her at jwagner@pbdailynews.com. Please support our journalism. Subscribe now.
