Stockist in the Spotlight: Serena Hart

Stockist in the Spotlight: Serena Hart

Our September stockist in the spotlight is Serena Hart. Attracting our attention on the high street (and over on social) with their eye-catching window displays and charming collection of homeware, gifts, and accessories. A shop that knows first impressions count more than ever.  

Established in the heart of Harpenden, Hertfordshire by Mary Durkin, Serena Hart is an independent shop specialising in bespoke gifts and interior furnishings. Offering a beautiful range of homeware, gifts, jewellery, accessories, and cards from much-loved brands and a growing number of small British and hyper-local artisan makers and creators. 
Having already run a successful greetings card shop in Canary Wharf for 13 years, Mary established Serena Hart in 2006, moving her business from London to Harpenden to be closer to home and flexible for school-runs. The shop is named after Mary's four children: Serena, Arthur, Harry, and Thomas. 
 We caught up with Mary to celebrate her beautiful shop.

Describe Serena Hart in just 3 words?
Stylish, eclectic, creative.

What do you love most about your job? 
What I love most about my job is being part of the local high street scene in Harpenden, and of course, getting to meet all our lovely customers. I honestly find the gifting business a lovely business to be involved in. I enjoy developing relationships with our suppliers especially; it's so exciting to discover new brands and watch them grow.

Favourite My Doris piece?
Absolutely the velvet beaded pouches and purses: combining bright colours and brilliant designs. They make a perfect gift and look so eye-catching in the shop.

What's inspiring you right now?
A trend I'm currently loving is colour! I adore colour, and I'm so happy that people are becoming more confident about using it. Also, part of our business is centred around helping customers to upcycle and renovate furniture items. We are proud Chalk Paint stockists and host regular painting workshops. As such, we have been loving @mycolourfulupcycle on Instagram recently; it's full of gorgeous, colourful, upcycling inspiration.
Favourite time of year in the shop?
My favourite time of year in the shop is the Spring because there's Mother's Day, Easter, and lots of new products to get excited about following the Spring fairs.

Your top merchandising tip to inspire us?  
My top merchandising hack is that, without a doubt, for us, the most important merchandising tool is our window. We change ours often here at Serena Hart and in a small place like Harpenden, especially, people will always come past and look at your window. We even had some really lovely comments from our loyal customers about how our window displays had been a highlight of their daily walks during lockdown.

Catching the attention of passersby. 

Who do you daydream about popping in?
Kirstie Allsopp.
What's coming up that's exciting you?
The Autumn is always an exciting time at Serena Hart, as we plan for our big Christmas window display and entering it into our town's local Christmas window competition. We'll also be having a partial shop refit this year, so that's exciting. There's also seeing new products at forthcoming trade shows to look forward to.

You can find Serene Hart here: 
10 Bower's Parade, Harpenden, AL5 2SH

 Instagram: @serenahartshop
 Facebook: @serenahartshop