Diane Serra Handmade | Diane Serra | www.dianeserrahandmade.com
Tell me how and when everything started.
Eventually you get to a point in your life where you really need to make an idea a reality. Mr. Serra and I both wanted our own business so there was no question about it. My background is in Ecommerce, marketing and yoga for an apparel brand in Southern California. I run the creative side of our shop and he governs the business side. It’s a match made in heaven. We launched this summer, in the midst of wedding plans. As a couple we are incredibly efficient and manage to juggle everything quite well.
When did you first know that you wanted to be a business owner?
It made sense. I needed a place to express myself creatively without asking for permission. Mr. Serra is super progressive and needed something to grow, manage and apply his analytic mind.
Where do you get your inspiration for your shop?
We have a huge network of incredibly creative and supportive people that are doing cool things with their lives. There’s no shortage of inspiration.
What advice would you give someone considering a similar path?
I’ve always enjoyed talking to people in their 60’s and 70’s, they taught me that you can live 9 lives in one lifetime. If you can find a way to make a goal or dream of yours happen, you owe it to yourself to give it a shot.
What makes your shop unique?
There is nothing unique about people making a dream into a reality but there is always a need for these kinds of stories. We just hope our shop inspires others to follow their passions.
How would you describe your personal style?
My style depends on my mood. If I’m feeling low energy, I’ll put on some cute shoes that are fun to walk in, this helps bring my energy up. If I’m feeling bold, I’ll wear something that I’ve always wanted to try but may have been too shy to wear on more timid days. If I’m feeling anti-social, tucking my hair up in a hat combined with a neck scarf and sunglasses gives me enough privacy throughout the day.
What’s next for your company?
Expanding our men’s line. Working for an apparel brand for so many years, I’ve learned that men are amazing customers. They are very technical and give great feedback about what they need out of a product.
We’d also like to do more custom styles for specific retailer partners. I’ve found that retailers know what their customers are looking for and have some suggestions you may be able to apply to your own product. Life is interdependent, their suggestions help expand our product, then our product meets the needs of their customers. Everyone wins.