Our Story

Our beginnings

Serafina started in November 2010 and was originally a destination for unique fashion accessories. Over time we extended our product range with the introduction of our own in house designed clothing label in 2014.

The label was the creation of founders Emily and Nola, who wanted to create a collection that was unique, fun and suitable for the everyday woman’s lifestyle. They search the world for fabrics and design inspiration to create a unique look that is easy to wear.

Currently we are exclusive to South Australia with four locations and growing.

Our Philosophy

Fashion provides confidence and Serafina aims to provide the everyday woman with the confidence to be the best she can be!

We believe it is important to provide a unique fashion experience with great style advice tailored to the needs of each customer.

Great product to complement this style advice caps off the Serafina experience.

Our Range

Our range is exclusive to Serafina stores and new products are released every month. Our design team travel the world for inspiration and knowledge to ensure our styles are always ahead of the curve and on trend.

Our design team blend unique fabrics with great design to create a product that meets the needs of the everyday woman. We feel unique products and limited production doesn’t have to be expensive and aim to provide our range at an affordable price. 

We believe there needs to be a strong connection between design and the customer. Our design team don’t hide in an office, they work the floor of our stores hearing the feedback from our customers first hand so that we can constantly improve the range.

In addition to this our store management team meet with the design team on a regular basis and play an active role in the design process to ensure the needs of our customers are being met.

Our Staff

Customer Focus is a core value of Serafina and our staff are trained to provide tailored style advice to our customers. A customer leaves a Serafina store with the complete outfit, ready to wear with confidence.

Why buy an item that you don’t know how to incorporate into your wardrobe! We believe that each outfit needs to be styled so that the customer has the confidence to wear it after they leave the store.

Our Stores

Our in store experience is all about discovery. Fashion is meant to be fun so we set up our stores so you can explore and discover the unique range at Serafina. Our goal is for the customer to leave the store and have a story to tell their friends about the amazing products and great service they received at Serafina.

Our Customers:

The Serafina woman is someone looking to show their individuality through great fashion. Over our 8 years of existence we have built a loyal following. Our friendly staff become trusted fashion stylists to our many customers and together they create a lot of fun!

In addition to this Serafina has become a great destination for local woman to share with their interstate and overseas friends when they visit. These visiting customers love Serafina as it gives them the opportunity to take home fashion that is exclusive to South Australia.