Today we’d like to introduce you to Serena Garza. She and her team share their story with us below:
Serena Garza is an Austin resident and sixth-generation Texan. Her mother, a concert pianist, had a special interest in creating a beautiful environment in her homes for holidays, recitals, parties, and guests. As a result, Serena took an interest in design at a very early age. Before starting her own business she worked at designer showrooms and design firms and learned a lot about custom finishes and products and sourcing from all over the world. Before returning to her home state of Texas, she lived in Chicago and Europe and worked in Chicago as a Design Associate at a private boutique luxury interior design and construction firm. Her most recent job in the Windy City allowed her to work with the Elle Décor creative team in styling a photo shoot in a Chicago Gold Coast penthouse and contribute to a luxury brownstone project in New York’s West Village that was published in Architectural Digest.
While her design experience has also involved projects in Houston, Austin, Palm Beach, and The Carolinas, she has spent time in Europe in search of the most unique finds for clients whether at the Provence vintage markets or the acclaimed flea markets of Paris. Through her world travels and adventures, she has been inspired by exploring different cultures, lifestyles, architecture, and color, for which this creative energy continues to grow.
Serena graduated from Texas Tech University earning a Bachelor of Arts in English. In her free time, she often finds herself creating – be it photography, cooking, travel, music, art, design, sourcing vintage treasures, or philanthropy. She is also very involved with Partnerships for Children and is a music mentor to a young lady in high school through the organization. These are all things for which she finds her solitude and fulfillment.
On her goal as a designer, “I want to get to know my clients and truly understand what they are personally drawn to aesthetically. Incorporating pieces they already have with a new concept, developing a warm and chic environment to come home to, and ultimately creating a space filled with serenity and comfort is of the utmost importance.”
Drawing in all of the senses through color, texture, lighting, architectural detail, and overall ambiance is a key element in her design concepts. “I love to mix different styles to create a cohesive flow with unique and layered objects in a room: contemporary with Parisian chic, eclectic with a splash of elegance. Whatever your style preference may be, my goal is to work with you to achieve it.” On her approach, Serena says, “Let’s have fun with it, and create a beautiful and inviting space for you to dwell.”
We all face challenges, but looking back would you describe it as a relatively smooth road?
Absolutely not! There are always obstacles in design and having your own business in any field. It has not been a smooth road at all. It is feast or famine. I am not married and do not have another source of income to fall back on so I am determined to succeed and very passionate about what I do and always looking for my next client. When times are slow I always get nervous and start freaking out and as soon as I am about to throw in the towel another great project comes along.
The pandemic was a huge setback after I was laid off from a design studio along with half of the company. But also gave me the opportunity and leverage to start my own business which is what I have always wanted. So I turned a lemon into lemonade but it has come with many challenges since 2020. Slowly but surely my business grew and grew as people were wanting to remodel and design their homes as everyone was always in them. But, no matter how great of a project or projects I have I am always searching for more. It is a constant hunt for new clients with highs and lows and I am always sharpening my craft and in search of cutting-edge products and unique pieces. If you have no business you have no incoming money so I am always thriving to grow and learn new things and make myself stand out from competitors. You have to.
As you know, we’re big fans of Serena Garza Design. For our readers who might not be as familiar what can you tell them about the brand?
I focus on residential interior design and remodeling. I definitely take a lot of time and pride in getting to know my clients and what they are drawn to. After I finish a project, my clients are dwelling there, not me, so it is imperative that not only do they love it but that they feel attached and emotional about the final product I deliver and feel that it is their sanctuary and that I really listened to what they wanted. I do many different styles and their happiness is number 1. My personal agenda is never what’s most important. Collaboration and communication are a big part of the relationship. I think this is proven through my repeat business and also the referrals that I get.
I love vintage markets, shopping, and finding off-the-beaten-path antique shops and treasures. If you walk into someone’s home and they just went somewhere and bought everything you can immediately tell. It takes time to curate a layered and chic space that truly reflects a person and makes you feel warm and free and relaxed. I am always bouncing around and traveling to find the most unique finds for my clients. I go to Art Basel in Miami every year to view up-and-coming artists and their work and travel a lot so I can provide the very best to my clients.
Are there any books, apps, podcasts, or blogs that help you do your best?
I have been looking at Architectural Digest since I was a young girl. My Mother had a yearly subscription and the magazines in stacks in beautiful baskets or brass buckets around our home growing up in the 80s and 90s so I was always flipping through them and admiring the stunning spaces on the glossy pages. It was my little dream when I sat down and envisioned myself in the lovely homes of others. It was my secret escape. I still have a large stack at my own home and have gone to them for inspiration as those styles have come back. One of my favorite volumes was one from Ralph Lauren and his wife and they’re leaning against one of his vintage cars on the cover. Classic style never goes out and that’s what I love about him. I also love Elle Decor and have worked with their team for a photo shoot. Southern Living, Garden and Gunn, Veranda, and Vogue are also publications I adore and find inspiration through. Interior Design and fashion genuinely go hand in hand.
I am always researching online and Instagram is a huge resource. Especially showrooms and designer’s from Paris, my favorite city in the world; the epitome of chic timeless style. I love seeing what designers and vendors all over the world are doing and this is a huge inspiration to me and staying on top of what’s up and coming.
Contact Info:
- Website: www.serenagarza.com
- Instagram: @serenagarzadesign
Image Credits
JD Swiger
