The Serena Story
Built by Women, for Real Life
Serena began with two friends, Anna and Mila, who were tired of choosing between a beautiful handbag and a practical one. We carried laptops, lunch boxes, water bottles, gym gear, and everything in between, yet nothing felt designed for the rhythm of our days. So we sketched a tote we wished existed and then we made it.
From our very first sample to the bag you are holding today, every detail is intentional: soft and water resistant vegan leather, smart and easy to reach pockets, a discreet insulated section for meals and drinks, and a timeless silhouette that looks as good in a meeting as it does on a Sunday coffee run.
We craft in small batches with trusted partners, test each design with our community, and constantly refine based on your feedback. Serena is not just a brand to us, it is a promise to help you move through the world feeling organised, confident and effortlessly put together.
- Thoughtful design for laptop, lunch and life
- Water resistant, durable and cruelty free materials
- Small batch production and obsessively tested quality
- Customer first support from a real two woman team
Our Journey
From a first sketch to a community that carries Serena every day
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2024
First Prototype
We created the first working sample, tested daily life scenarios, refined the structure, the pockets and the feel of the vegan leather. Friends and early testers shared feedback that shaped every small detail.
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2025
Launch of The Essential Tote
We introduced Serena to the world with our signature tote. A timeless silhouette, water resistant materials and an insulated section for meals and drinks. Small batch production started with trusted partners.
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2025
Community and Colors
Our community helped us pick new colors and refine organization inside the bag. Every update focused on real use, from work days to weekends away.
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2025
Today
We keep crafting in small batches, listening to every review and message. Serena remains a promise, to carry your day with confidence, comfort and quiet style.
What We Stand For
Serena is built for real life. Every design choice we make supports a day that moves with ease — from your commute to coffee, from meetings to dinner.
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Sustainable choices first Durable, water-resistant vegan materials designed to last.
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Built on trust and community We prototype, test and refine with real feedback from women like you.
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Everyday functionality Smart storage — a place for laptop, bottles, meals and the small essentials.
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Professional yet timeless design Clean lines, a balanced silhouette and details that stay elegant over time.
Designed to carry confidence, every day
Shop The Essential Tote