The Spanish luxury artisanal shoe brand launches a boutique in Miami. Next stop: New York.
“Serenas are elegant, feminine and a sure bet when it comes to quality artisanal shoes made in Spain. They’re the shoes of what we like to call the Modern Queen,” Serena Whitehaven
officials explain. Blake Lively, Bar Rafaeli, Paris Hilton, Renata Zanchi and Nieves Álvarez are among the many modern monarchs that opt for the “elegance of the past with a contemporary twist.”
Belén Ortiz, the brand’s designer, knows full well that footwear is much more than a mere accessory for any woman. “A pair of shoes is like added armour from the heavens that help a woman feel powerful and more sure of herself.” Handcrafted in Elda, the footwear capital of Spain, Serenas are manufactured in bovine and sheep leather, goatskin, suede, baby-calf and other exotic materials like ostrich, python and crocodile. “The moulds are the most important element in making our shoes. We’re interested in the line, provided that the mould is comfortable. It’s no use having an aesthetically pleasing shoe if it’s unwearable,” Serena Whitehaven spokespeople emphasize.
The company, which a few months ago opened a showroom-boutique along Madrid’s ‘Golden Mile,’ in addition to the one it already had in Barcelona, is now crossing the Atlantic. “Miami is a strategic location in the United States, but it also allows us to leverage into the South American market. We chose a penthouse on Lincoln Road with views of all of Miami Beach that we’re launching in July. We’re looking forward to seeing our customers drinking champagne on our terrace while they find their perfect pair of Serenas.” The brand’s philosophy is to create distinctive spaces that differ from those found at street level. “We want our customers to relax, have a drink at our Serena’s Bar, make plans to meet their friends at our boutique… We want them to feel pampered and cared for, and above all else, to find the shoes that they’re looking for, or the advice that they need with our Made to Order service.” They’ll also be offering this exclusive bespoke concept in New York by the end of 2017.