Serena & Lily (aka my favorite store) has opened up a new design shop in Pacific Palisades, California, and basically I just want to move in! The exterior of the shop is as stunning as the interior. I had the chance to chat with Cait O’Keeffe, the Merchandise Coordinator for Serena & Lily design shops nationwide. Cait and I met when we helped open the Westport Design Shop almost three years ago. The company has grown quite a bit and has moved away from just a destination for a beach house look. Don’t get me wrong, Serena & Lily is still the perfect destination to achieve that East Coast-West Coast beach inspired look, but it’s so much more than that. With shops in Atlanta and Chicago and soon Dallas, the brand has expanded in the best possible way. Cait has a great eye and I love to see how her influence comes through in the details of every shop. Keep reading for a short interview with Cait O’Keeffe and photos of some of her favorites in the newly opened shops.
Serena & Lily Pacific Palisades
1067 N. Swarthmore Avenue
The red brick herringbone patio with a dutch door and comfortable outdoor tables and chairs makes me want to move back to California!Step inside the light and airy Pacific Palisades shop and it’s filled with original art, lighting, pillows, throws, books, accessories and of course comfortable furniture and rugs that make you able to imagine what it would look like in your home.Each design shop makes use of space with the addition of custom built-in benches or window seats. This area in front of the fireplace has a custom bench that’s filled with throws and pillows and the new Downing oval table inspired by 1960s antiques, but staying true to their roots, gave it a fresh look with a crisp white finish and angular legs.
Serena & Lily Chicago
853 W. Armitage Avenue
Serena & Lily Atlanta
Westside Provisions District
1198 Howell Mill Road
Meet Cait O’Keeffe, Merchandise Coordinator for Serena & Lily Design Shops
MLT: Cait, tell me about your new role at Serena & Lily.
CO: Sure, I am the merchandise coordinator for our design shops. My role involves helping plan the visuals for all our stores, managing our visual liaisons as well as handling some of the other operational parts of our design shops. All of our stores have two large floor-set changes every year to showcase new products. This is a fun and creative opportunity to show the variety in our product line by creating different looks in each store that reflect the location and clientele. We are in the process of opening our 10th store, so I’ve been busy planning out the merchandising stories for that location.
MLT: How has your career up to this point helped or lead you to this new role?
CO: It’s interesting because I didn’t go to school for design. I actually thought I wanted to be in the healthcare field. I’ve always had an interest in fashion and then was naturally drawn to interior design. I started my blog, Pattern Me Pretty, right out of college, which ended up serving as a portfolio and helped me get my job at Serena & Lily. Fun fact: This is the sixth design shop I’ll open and I’ve learned so much in the process.
MLT: What is the first thing you notice when you walk into a space?
Cait: The architectural details. To me that’s one of the most important parts of the design process to get right because those details are the foundation pieces that ultimately make the space come to life. In all of our Serena & Lily design shops, the architectural details and fixtures are carefully thought out and executed well. Once you have that part down, adding in the beautiful furniture pieces and textiles make the story come together.
MLT: What or who inspires you?
CO: Wow, this is a difficult question because it’s so hard to pick one thing that inspires me. I’m always inspired by the handful of amazing bloggers/designers that I follow. I’m constantly picking up the new issue of House Beautiful, Architectural Digest and Veranda to name a few. I take time every morning before I start my day and read through my favorite blogs (Elements of Style, Coco.Kelley, Studio McGee and plenty of others) with coffee in hand of course!
MLT: Favorite Season?
CO: We happen to be in it right now! I love the fall for so many reasons. I love the crisp air, layering cozy sweaters, buying a ridiculous amount of new boots, eating an abnormal amount of candy corn and finally cozying up by the fire with a good book.
MLT: In your new role at Serena & Lily, you travel a lot, what are a few things you can’t live without?
CO: I just bought a cute little leather travel holder from Boon Supply. It will hold my ear phones and phone charger, which will be so helpful because I am constantly searching for these things in my big travel bag. I also just ordered a new face wash from Glossier, along with a few other products I’m currently loving! The face wash is super moisturizing which makes it perfect for traveling.