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 stores for over 40 years.

In 2017, the women’s fashion brand was introduced to customers in Palm Beach. Owner Leslie Shupe opened her fourth store for the brand at Royal Her Poinciana Plaza in November of the same year.

Last fall, she moved her seasonal operations to Via Bice at 313 1/2 Worth Ave.

Related:‘The Perfect Place’: Lisa Gozran Jewelry Opens New Boutique on Worth Avenue in Palm Beach

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

“We opened last season on Bice Street and we are very happy about it,” she said. Our roots are Italian and European, it reminds us of Positano in Amalfi, bringing together the mood and atmosphere we have set up for Serenella Via Bice.”

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