Francesca Serafin decided to fully commit herself to Serà fine silk and turned her hobby into her full-time business. During this transition, she also decided to start designing her own silk patterns, instead of using vintage silk. A name and logo were also born. The name Serà fine silk is a play on words using the founders last name, Serafin. It expresses the fine nature of the brand along with the passion for silk. The logo is based off of an antique mirror that Francesca refurbished to use as a decoration. The shape is reminiscent of royal manors, and the gold color alludes to elegance. The combination of name and logo helped to jumpstart the brand and grow its presence. The company quickly expanded its offerings to include not only pocket squares, but also suspenders, printed and knitted ties, scarves, and bowties.
Located in Milan, Italy with production occurring in Como, Italy, the company represents Italian culture and craftsmanship in all of its products. Francesca uses the world around her to find inspiration for her designs. She grew up in Verona, Italy, one of the major winemaking regions of Italy. As such, she was inspired to create a collection of pocket squares based on Italian wines. She also enjoys traveling around Italy, which inspired the Italian Islands pocket square collection, based on the most islands in both the north and south of the country. Finally, her Italian flowers pocket square collections was derived from her interest in gardens and spending time outside. All of these products are designed, created and packaged in Italy, by Italians, ensuring only the highest of quality.