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

Serenella’s modern silhouettes and modern styles have drawn customers to her Boston store for more than four decades.

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

Last fall, she moved 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 at Via Bice and we are very happy about that,” she said. “It’s a beautiful new home. It’s a beautiful street, in front of the Bice restaurant. Our roots are Italian and European. It reminds us of Positano, Amalfi. It simply combines the mood and ambiance that we started for Serenella Via Bice.”

Leave a Reply

Your email address will not be published. Required fields are marked *