About Serena

The Serena Woman
She doesn't choose between ambition and peace—she embodies both.
She's elegant without trying, sophisticated without announcing it. The Serena woman knows herself. She's lived enough to understand what matters and experienced enough to recognise true quality.
She doesn't chase trends; she invests in pieces that endure. 
She is:
• Ambitious with appetite - Moving forward with curiosity and hunger for life's richness
• Quietly confident - Her standards are her own compass, not a billboard
• Balanced in contrasts - A diva and a team player. Daring and grounded. Strong and graceful.
• Discerning by nature - She always wants the best, not because she needs to prove it, but because she values it - she doesn't need to shout about sophistication—she simply lives it.

Who is SERENA
She is ambitious yet peaceful, old yet elegant. She is diva, but also team player. She is someone who moves forward with a true ambition, curiousity and appetite for life. She knows herself and she values sophistication and beauty.
She has many experiences and she knows what she wants and she always wants the best. She doesn’t need to shout about it but that is her internal standard and compass. She is daring, she is fun, she is strong, she is sophisticated.

Our Story
Serena was born from a mother's love and a vision for something enduring.
Founded by Taya Bonicos and named for her daughter, Serena represents more than handbags—it's
a celebration of the women who carry them. Women who define their own path, who appreciate beauty and substance in equal measure.

"When I look at my daughter Serena, I see strength wrapped in grace, ambition balanced with peace. These bags honor that complexity—the many dimensions of modern womanhood."
— Taya Bonicos, Founder

What Makes Serena Different
1. Scandinavian Design Philosophy
We strip away the unnecessary. Clean lines, functional beauty, and a connection to authenticity
define every piece. This is luxury that breathes—not luxury that suffocates.

2. European Master Craftsmanship
Crafted in Spain by artisans who've perfected their trade across generations. Each bag is hand-
stitched using techniques that honor tradition while embracing contemporary design.

3. Quality as Standard, Not Status
We don't create bags to broadcast wealth—we create bags that reward the woman who carries them.
The luxury is in how it feels in your hand, how the leather ages beautifully, how it performs year after year.

4. Built for Complexity
The Serena woman isn't one-dimensional, so neither are our bags. Elegant enough for the boardroom, practical enough for daily life, sophisticated enough for any occasion. They adapt because you do.

Our Commitment
Fewer, Better Things
We don't chase volume. Each design is refined until it reaches timelessness. Each bag is built to last a lifetime.

Empowerment Through Design
A Serena bag is an investment in yourself—in your journey, your standards, your story. It's for the woman who knows her worth and doesn't need external validation.

Sustainable Luxury
True sustainability means creating pieces so beautiful and well-made that they're never discarded.
We design for decades, not seasons.

The Serena Promise
When you carry a Serena bag, you're carrying:
• Uncompromising craftsmanship - Hand-stitched by Spanish masters using premium
European leather
• Timeless design - Pieces that transcend trends and seasons
• Functional elegance - Beauty that works as hard as you do
• A legacy of quality - Bags built to be passed down, not thrown out.


Join the Serena Community
For women who value substance over show, quality over quantity, and authenticity over pretence.

Explore the Collection →