We found the best way to set Serif apart from the crowd was to appeal to woman in their 40’s – 60’s who have spent their lives taking care of others, and are ready to focus on themselves for a change. She needs affordable luxury and enduring quality. Something that gets better with age. No other brand was doing that.
We celebrate the customer as an individual and encourage her self-care by addressing the emotional and physical things that keep her up at night, such as daily stress, restlessness, worry, and temp control. The brand embodies characteristics present in the product itself — reflecting the luxuriousness of the materials and conveying a modern take on home, comfort, durability, and self-care.