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Message: <br /><br /> If you are having trouble reading this email, you may view this article online at: http://www.jweekly.com/17122/full/17122/bored-with-bridesmaids-dresses-2-designers-start-own-business/ <br /><br /> <b>Bored with bridesmaids’ dresses 2 designers start own business</b> <br /> Friday, January 18, 2002 | by <p>SHARON MOSLEY </p> <br /><br /><p>After 30 weddings and 30 bridesmaids' dresses, Lisa Kenny and Victoria Hadden decided to design their own collection of bridal apparel, creating Serafina, a unique made-to-order business that appeals to women who want their weddings to be just as stylish as they are.<br /><br /> Bridesmaids' dress anxiety finally got to the pair of New Yorkers, who took matters into their own hands when they couldn't bear wearing one more puffy taffeta dress.<br /><br /> "A friend asked me to be in her wedding and, after weeks of looking for dresses, we just couldn't find anything that wasn't highly flammable," says Kenny. "So, a week later, I quit my job at Issac Mizrahi, Victoria quit her job at Goldman Sachs and over a glass of wine we opened this company."<br /><br /> Their mission was to create a collection of bridesmaids' dresses that their style-conscious friends would wear.<br /><br /> "We think we have a good idea of what women are looking for," says Kenny. "It's all about customer service."<br /><br /> After four years, what began as a three-person enterprise, taking orders out of Hadden's Manhattan apartment, has expanded to include bridal, evening wear and children's special occasion collections. Serafina currently operates showrooms in New York, London and San Francisco, and sells to several salons.<br /><br /> "We offer a very relaxing atmosphere," says Kenny, who adds that Serafina concentrates on personalized service that's by appointment only. With more than 30 silhouettes of bridal gowns and bridesmaids' dresses available in 96 colors and 10 to 15 fabrications, Kenny and Hadden offer something for every body type.<br /><br /> One of the most popular wedding gown silhouettes at Serafina is the Bettina dress, which is a semi-empire style with boning in the top, flowing into a slimming A-line skirt. "This dress flatters a variety of figures," says Kenny. The same dress is repeated in other styles with different strap treatments.<br /><br /> Serafina designs range from the Elizabeth, a floor-length chiffon halter with a low back, and Brigitte, an empire-waist strapless gown to the Serena, draped in gathered georgette. Separates are also available in chic bustiers and classic A-line skirts.<br /><br /> Simple elegance, clean lines and refined design are trademarks of Serafina, with silhouettes ranging from form-fitting sheath dresses to modern A-lines and bias-cuts to romantic ball gowns. Each style can be created in the company's signature fabrics from embroidered silk organza and shantung to Italian chiffon.<br /><br /> Serafina also offers the option to finish each gown with hand-embroidery or hand-sewn beadwork and offers optional detachable floral details and trains.<br /><br /> Ivory is still by far the color of choice for most brides, according to Kenny, but shimmering color is outstanding for bridesmaids in iridescent silk taffetas ranging from pink-red sunset colors to purplish-blue ocean colors.<br /><br /> "Many brides choose their bridesmaids' dresses in silhouettes that flatter a particular figure, but the dresses are all in the same color and fabrics. That makes everyone happy," says Kenny.<br /><br /> "Bridesmaids also love separates that can be mixed and matched to flatter many different figure types," she adds. Serafina's collection includes six to seven tops and three different skirt options.<br /><br /> Mothers of the bride are also pleased with Serafina's designs in silk charmeuse with chiffon overlays. With more than 96 colors to choose from, those MOB dresses don't have to be tossed out with the old Halloween costumes anymore.<br /><br /> Sera, a special evening collection, appeals to mothers with sophisticated tastes, and features both dresses and separates from floor-length strapless gowns and bias-cut skirts and bustiers to tailored trousers and beaded shells. The collection evolved from the original Serafina bridesmaids' line, which was being snapped up by brides-to-be as special occasion dresses or for "destination" weddings—a growing trend, according to Kenny. Fabrics include leather and suede, silk and cashmere.<br /><br /> Serafina doesn't leave out the little girls, either. Serafina Children is a collection of flower girl and special occasion dresses, separates and suits. The line offers different styles from floral cotton pique dresses, separates including A-line skirts and short-sleeve jackets to double-breasted suits and sailor pants for boys. All styles can be personalized to coordinate with the bridal party by changing the color of the sashes or covered buttons.<br /><br /> Short dresses range from $250 to $350; bridal gowns sell for $750 to $3,500. Alterations are additional.</p> <p> </p>

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