Carla Sersale, Fabulous Female Founder of Emporio Sirenuse, Positano.
Carla tell me a little about yourself?
Married to Antonio Sersale, owner of Le Sirenuse, the iconic boutique hotel in Positano, I have been living Le Sirenuse glamorous life for twenty years. Positano, the quintessential Mediterranean village, has a charm of its own. Le Sirenuse Positano Collection launched in the summer 2013. It embodies the colours of Positano and the chic, understated elegance of Le Sirenuse hotel, of which it bears the name.
When and how did you decide to start up Emporio Sirenuse?
When I arrived in Positano in 1992, I was expecting my first child. My father-in-law, who was also an old friend of my family, welcomed me to Positano and handed me the keys to the little store in front of the hotel that he had opened two years prior and that was that.
Where did you get the inspiration for your products and collections?
I work with my niece Viola Parrocchetti, who is designer and creative director. Together we draw from the rich cultural heritage of Positano, Capri and the South of Italy, with influences from ancient India, Persia and the central Asian textile tradition.
What’s your most popular item?
Our cotton caftan and long romantic dresses screen printed by hand in India with our exclusive designs. Most of the times they are narrative prints that have a specific placement onto the dresses.
Where does the Indian influence in some of your items come from?
Viola lived in Mumbai for six years, before moving back to Milan. My father-in-law lived in Teheran for seven years and my husband was with him for four, during the Shah’s time. We have an extensive collection of old suzani and ikat textiles at home. Some came from my father-in-law and some we collected on our own. The suzani embroidery patterns are beautiful and remain in our collective memory.
What is your vision of La Dolce Vita?
La dolce vita is a dream. It is an Italy of the postwar era when artists, intellectuals, beautiful people from all over the world came to Rome and the South of Italy and fell in love with it.
Who collaborates with you?
Artists like Luke Edward Hall, Pierre Marie, Louis Barthelemy, designers like Allegra Hicks and the Detallante sisters. Emerging brands like Ancient Greek Sandals and Metier London. Websites such as Semaine or Coveteur. Talents like @paridust, @leoniehanne @ananewyork, @carodaur, @joannepalmaro, @monikh and many others.
Do you have things that men would love too?
We have a full collection for men! But only in my store for the moment. The most beautiful items we make are the swimming trunks designed by Allegra Hicks for us, inventing different patterns using only Le Sirenuse’s logo, and our embroidered t-shirts.
Do you sell the gorgeous Eau d’Italie products in Emporio Sirenuse?
Yes. Of course. This brand was created by my cousins Marina and Sebastian Alvarez Murena.
Do you ship worldwide?
Yes. Of course.
If you had to choose ONE item from this season what would it be?
The prehistoric Positano New Jane skirt. My niece had imagined a Positano scene in the prehistoric era, with dinosaurs flying over the church’s dome and Franco’s Bar’s fountain.
How do you choose the brands you sell? I notice you sell 5 Octobre jewellery, one of my favourite ‘undiscovered’ brands..
I just pick what I love. That’s my only rule.
A restaurant or chef that inspires you
Da Adolfo Positano – Chef Daniele Bella. Just simply delicious.
How would you define luxury?
Service, experience, warmth.
An object you would never part with
My Dragon Diffusion bag from Emporio Sirenuse.
The last meal that truly impressed you
A gourmet pizza experience at Ciro Oliva’s Concettina Ai Tre Santi, Naples. Visit them on Instagram.
The biggest female influence in your life
My mother.
When you have time for a holiday where do you go and where do you stay?
We go trekking in remote places. Or we go to big cities like New York, Miami or Paris, London.
What are you dreaming of?
The end of Covid. A world without populism and dictatorships.
Your favourite website
If you didn’t live in Italy…
Probably New York.
What’s in your future plans for Le Sirenuse and Emporio Sirenuse?
A Glassware Collection mouth blown in Murano, Venice.
A recent “find”
Panarea and the Aeolian Islands. Simply beautiful.
Your favourite smell
The books on my bedside table
In my fridge you’ll always find
Vegetables. Lots of tomatoes in Positano in the summer.
The beauty staple I’m never without
Sleep.
If you had 24 hours to live what would you do?
Be with my boys.