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

Serenella’s modern silhouettes and trendy styles have drawn shoppers to her 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 store and first outside of Massachusetts at 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.

“Last season we opened at Via Bice and we’re very happy about that,” she said. “It’s a wonderful new home. It’s a beautiful road in front of the Bice restaurant. Our roots are Italian and European. It’s reminiscent of Positano, Amalfi. It just brings together the mood and atmosphere we started for Serenella Via Bice.” “

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