Serena had dreamed of opening her own clothing store ever since she was a young girl. That dream became reality in 1975 when she and her husband opened the first Serena store on West Pender in downtown Vancouver, B.C. With a keen sense of style and a strong belief in the transformative power of fashion, Serena had visions of creating a brand which inspired confidence and self-expression.
"I love seeing how confident and glamourous women feel when they put something beautiful on; it brings out their own inner beauty and I believe that is what fashion should do."
The brand quickly became the go-to place for modern women to find a curation of uniquely styled, designer fashion combined with exceptional customer service. As a trusted, local family-run business, the brand expanded to serve women across Western Canada.
With her family by her side, Serena hopes to continue the legacy of her brand by delivering fashion that inspires confidence and self-expression. In 2021, the company rebranded itself to Serena West with a new-found focus on its West Coast clientele. Keeping with its vision to empower women through self-expression, Serena West encourages women to Be Bold. Be You. Be Seen.