New business Serena & Lily opens doors in Roslyn

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New business Serena & Lily opens doors in Roslyn
Senior Vice President Allyson McGrath in Serena & Lily's design studio in Roslyn. (Photo by Cameryn Oakes)

California’s breezy style is blowing into Roslyn with new business Serena & Lily, a luxury home design store that specializes in the coastal designs of the West Coast.

Serena & Lily was founded in 2003 “with a perspective that embodies relaxed elegance,” according to a press release. The company has 18 stores located across the country, with its headquarters in Sausalito, Calif.

Their newest location at 1489 Old Northern Blvd., sells a variety of furniture and home decor items that are designed with every detail in mind. They officially opened their doors to customers Saturday.

“We want to inspire great design,” Senior Vice President Allyson McGrath said. “We want to be a resource to the community for beauty.”

McGrath said getting the new Roslyn store ready for opening required a lot of rehabilitative work on the building, which she said was nearly down to the studs when she first viewed it.

The building has a long history in Roslyn.  It was the station house for the Sixth Precinct of the Nassau County Police, dedicated on May 12, 1954, according to the Roslyn Landmark Society.

Although it needed work, McGrath said she loved the building “because it had great bones,” and she knew they could transform it to really look like a home.

“We brought it back to life,” McGrath said.

Serena & Lily is located at 1489 Old Northern Boulevard. (Photo by Camerybn Oakes)

Walking into the store, customers enter into what appears to be a livable space. Each room is furnished to show a different layout, whether that’s a bedroom, a living room or a dining space. It’s curated as if it were someone’s home, with customers invited to sit in and experience their products.

“We try to make it feel like home,” McGrath said.

The bottom floor is decorated as a bedroom with a living room-styled space. The middle floor, which is entered through the store’s front entrance, features a living room, a bedroom, a dining room and a small sitting room. The top floor includes a living room space and a design studio where customers can get fabric swatches and more.

Roslyn’s Serena & Lily store is designed for customers to experience their product and inspire designs for their own homes. (Photo by Cameryn Oakes)

McGrath added that this approach to their store layout allows customers to conceptualize how they can then style Serena & Lily’s products in their homes.

With that homey feeling the brand strives for, store can also anticipate the realities of  home living in their designs by providing fabrics that perform well over time and can stand the test of toddlers and pets, McGrath said.

While this is true, Chief Design Officer Kirsty Williams said their home furnishing designs also focus on the hidden details to provide “everything a little bit more narrative.” She said their products are meant to be experienced, so the functionality and detailed design are the brand’s key components.

Much of Serena & Lily’s products feature handmade details, such as French knots hand embroidered on a pillowcase. Williams said almost all of their furniture is handmade and their upholstery bench-made.

Some of the products Serena & Lily sells are from local artists, which McGrath said they source through established relationships and word of mouth.

Many of their products also feature repurposed natural materials, such as a chandelier hand-made entirely of sea shells.

The business’s upholstery is completely customizable in-store, Williams said, through their design studio located on the top floor.

McGrath said Serena & Lily is “all about the mix,” meaning they enjoy mixing designs, patterns, textures and styles to achieve their signature look.

“We take great pride and we have great fun putting all of those things together,” Williams said.

Serena & Lily is now open to customers seven days a week. Their hours are 10 a.m. until 6 p.m. Monday-Saturday, and open from noon until 5 p.m. on Sundays.

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