Women’s fashion brand Serenella opens for the season on Worth Avenue


Serenella’s modern silhouettes and trendy styles have drawn shoppers to its Boston store for more than four decades.

In 2017, the women’s fashion brand introduced itself to Palm Beach customers. Owner Leslee Shupe opened the brand’s fourth storefront and first outside Massachusetts in Royal Poinciana Plaza in November of that year.

Last fall, she relocated the seasonal business to Via Bice, at 313 1/2 Worth Ave.

Related:‘The perfect place’: Lisa Gozlan Jewelry opens new boutique on Worth Avenue in Palm Beach

The new location is a perfect fit for the brand, Shupe said.

“We opened last season on Via Bice, and we’re super happy about that,” she said. “It’s a wonderful new home. It’s a beautiful via, in front of Bice restaurant. Our roots are Italian and European. It calls to mind Positano, Amalfi. It just brings together the mood and the ambience that we launched for Serenella Via Bice.”

The original Serenella opened in Boston in 1980, and has expanded to include two stores in Nantucket in addition to the fourth location in Palm Beach.

A multi-brand concept store with a focus on women’s fashion, accessories and jewelry, Serenella features a mix of designer collections from around the world, including Bottega Veneta, Missoni and Victoria Beckham.

“Serenella is very well-curated fashion from the highest designers and artisans from around the world,” said Shupe, who purchased the company in 2003. “We’re looking for fashion, we’re looking for sustainability, and we’re looking for women-owned businesses as well. We’re looking for exclusive things.”

Shupe, who grew up in the fashion industry and first joined Serenella out of college, works closely with leading and new designers and often collaborates with them to create exclusive items for her stores, she said.

At her Palm Beach location, which is open from October to May, she showcases pieces from Giambattista Valli, Thom Browne, God’s True Cashmere, High Sport, Nazzy Beglari, and Wales Bonner.

New York-based Mahnaz Collection is the jeweler in residence for this season, Shupe said, while the store also features pieces from jewelry designers Christina Alexiou, Marlo Laz, Kis Um, and Beck Jewels.

Serenella also has partnered with the MUSE fine jewelry agency, which specializes in the representation of independent jewelry designers.

Additionally, the store features apothecary products such as fragrances and hair care brands; and home items such as Murano glassware from Emporio Sirenuse, authentic hand-painted Sicilian ceramics from Rosy di Natale, and tablecloths, chargers and napkins by Colombian designers Juan de Dios and Moye.

“We have ready to wear, we have accessories, we have table ware and we have home ware,” Shupe said. “We have all-encompassing categories.”

Shupe said she is considering further expansion of Serenella, but she hasn’t committed to a new location.

For now, she and her Palm Beach staff will continue to travel between Florida and Massachusetts, depending on the season. The Nantucket stores are open between May and October.

“Serenella was my first job out of college,” Shupe said. “I started part-time. I left the store three times, and came back as the owner. I’m highly invested in Serenella.”

Jodie Wagner is a journalist at the Palm Beach Daily Newspart of the USA TODAY Florida Network. You can reach her at jwagner@pbdailynews.com. Help support our journalism. Subscribe today.


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