Transparency Talks: Taya Bonicos

In a world where luxury is being reimagined, SERENA stands at the forefront of a new generation of brands. 

Founded by Taya, Serena is not just a label—it’s a movement. One that blends the timeless elegance of Norwegian design and Spanish craftsmanship with the precision of technology, the grace of storytelling, and a deep commitment to sustainability. In contrast to the legacy luxury houses, Serena represents a more conscious, connected, and transparent future—where beauty and innovation walk hand in hand. 

We sat down with Taya to explore how SERENA is shaping this new era of luxury, and how the brand’s collaboration with Repass is helping bring that vision to life. 

SERENA is often seen as part of a new wave of luxury, one that’s more connected, conscious, and digitally fluent. What inspired you to create SERENA, and how does your vision challenge or complement the traditions of luxury houses? 

The world is changing faster than ever, and the future is already here. Serena is the name of my daughter, representing the future and the new generation to come. SERENA is a new generation Luxury House that celebrates the best craftsmanship in the world with technological aspects. 

Your brand merges Norwegian minimalism with Spanish craftsmanship but also embraces new technology. How do you balance these elements, heritage and innovation, precision and grace, in your creative process? 

Inspired by Norwegian minimalism that is essence of ‘Less is More’. SERENA is made to last through generations created by world's best artisans with integrated technology aspects to enhance customer experience and transparency of the product. 

Transparency is more than a value at SERENA; it’s part of your brand DNA. How do you bring this to life across your materials, production, and customer experience? 

Now more than ever authenticity is what people crave, through human connection, through choices we make.  With SERENA we want to share the materials we choose, the background, and the whole process, which we show through our digital product passport information. 

© SERENA 

SERENA was one of the first luxury brands in Norway to adopt Digital Product Passports. What motivated that decision, and how does it align with your long-term vision for the brand? 

It’s a great question. I had that vision at the very beginning of the brand. I integrated the NFC chip and technology in the bag, but usage was limited, everything changed when we met with Repass and connected in this natural synergy. 

Through the Digital Product Passport, customers can follow the full journey of their bag. What kind of emotional or educational experience do you hope this creates, and why is that important to you? 

Since SERENA bag is of a very high quality, it is made to last. As it lasts, we want the bag to be enjoyed perhaps not by one lady wearing it, but if she chooses to resell, we want to capture the product journey from the data point of view, but also from the story behind. Let’s say you bought a preloved handbag, and you get a little insight into whether this bag was in a NYC fashion show or was worn to a very precious event. It gives another layer of human connection and respect to the items we have. 

Repass is built on the idea that transparency should be flexible, not disruptive. How has your collaboration with Repass helped you deepen trust and interactivity with your customers? 

I think from the brand point of view it is important to protect the image and sensitivities around the supply chain, especially when we are talking about luxury and exclusivity, yet also to be able to proudly share how things are made and why your customer is paying a premium price for the product. Now with the help of Repass our customers can see the product journey. 

SERENA balances exclusivity with openness, a rare combination for luxury. How do you define modern luxury today, and how do you express that through your products and brand experience? 

I think modern luxury is the luxury of time, space and freedom. Luxury doesn’t shout, it whispers. We don’t overwhelm our customers with marketing but when there is an important hint, they can find out through their NFC tag or through our club communications. For example, when we do a presale, we will notify. Otherwise, we don’t have sales, so our products have a set value, and our clients know that. 

Technologies like NFC and digital authentication are reshaping how customers connect with products, but at SERENA, they’re more than just tools for verification. How do you see these technologies enhancing the digital experience for your customers? What new horizons do they open in terms of interactivity, personalization, and emotional connection with the product? 

As I mentioned before I see the connection with the physical item that can be passed from one owner to another and have a sentimental element, collecting memories in a whole new level. We soon want to offer a new tool for personalization with the new orders for the clients to be accessed through the digital product passport on NFC. 

Repass emphasizes storytelling as a business tool, not just a marketing one. For SERENA, storytelling goes far beyond brand aesthetics—it’s woven into the very fabric of your artisan-based value chain. How do you capture and share the stories behind the artisan families you work with, their craftsmanship, and the intricate processes behind each piece? And how do you balance these deeply human narratives with the technical standards, certifications, and sustainability footprints that today’s conscious consumers expect? 

I think nothing shares the story better than the true insights, behind the scenes how the product is made, the different stages and how family businesses are involved. We mainly work with family businesses, and it is so precious to share their stories within SERENA product passport. We are talking about businesses that started in 1888 mastering the craft of leather creation. 

© SERENA 

SERENA’s identity is deeply rooted in sustainability. How do you ensure that your materials and production practices reflect your values, and how do you communicate that to your customers in a meaningful way? 

We always choose the best the world can offer, that means beautiful, exclusive, highest quality raw materials available. It means best craftsmanship in the world. I believe that products made to last are the ultimate path to true sustainability. 

Looking ahead, how do you envision the SERENA x Repass partnership evolving? Are there any new technologies or storytelling formats you’re excited to explore together? 

It will be exciting to enhance customer communication through Repass, as I mentioned we don’t send marketing spam as we cherish our customers, however it is nice to have a user-friendly platform that is accessible for our customers when they want it. So, I believe the future with Repass is also CRM. 

As a founder, you’ve built your brand with a clear sense of purpose. What advice would you give to other emerging luxury brands looking to combine aesthetics, ethics, and innovation in a meaningful way? 

I believe if you have a calling to create a brand and serve your people, your customers, always stay human and do the right thing that will create a beautiful ripple of energy. Also don’t be afraid to step out of old norms and create something extraordinary even though you might be the first and it feels scary, but it’s much better than copy paste of old past patterns especially in the age of AI, and that is a true path to innovation.

Thank you to Taya for participating in the interview, giving insights into her business and the future of our collaboration. We are excited to explore new areas where our companies intersect and can help each other.  

Earlier this year, Taya sat down with our CEO and founder, Sara, to discuss the intersection of fashion and technology, covering issues like sustainability, transparency, and more. Click here to listen to the podcast.