Sophisticated style

Serena Dugan and Lily Kanter

Background: Serena Dugan was working as a freelance decorative artist when she was tapped by Pottery Barn Kids to work as a painter for its catalog. She then moved on to product development, where she designed original artwork and accessories. “Through my work with them, I really got initiated into the kids’ industry and it became a focus for me,” Dugan said.

Kanter entered the kids’ category through the business side. After holding management positions with companies such as Microsoft, Deloitte & Touche and IBM, Kanter left the corporate world to open her own children’s boutique in July 2002, a year after the birth of her first child. She met Dugan in fall 2003, and a partnership was born.

Serena & Lily’s  Friends soft toys bedding collection.

Process: Dugan says that when she gets an idea, she immediately puts it on paper. “If it’s a textiles pattern, I do a loose sketch on paper then go right into Photoshop to play around,” she said. If working on a three-dimensional project, Dugan says she’ll talk to her design partner, who will work on a rendering.

“Once I’m satisfied with the textile design, we’ll apply it the product rendering, choose Pantone colors and make concept boards for our team’s approval,” she said.

Dugan, who is the chief designer, says she draws design inspiration from various areas including travel, art, fashion and nature. “I never look to one place or one person to be influenced or inspired,” she said. “I try to expose myself to as much visual information as possible.”

Kanter says Serena & Lily’s unique point of view helps the line stand out from its competitors, a point Dugan agrees with. “We do not follow what other people are doing — quite the opposite,” she explained. “We try to steer away from what is already in the marketplace and present a new vision for every product we introduce.”

Serena & Lily has added gift items, The Madison pattern is shown above.

Serena & Lily also creates all of its textiles patterns in house, which adds to its uniqueness, Dugan added.

She said that one of her favorite designs is the Alex crib bedding, which features a navy, lime and white colorway with pin dots and polka dots. “I’ve always said that I love our Alex crib set because it is a perfect statement of what we’re about: dynamic color combination and simple pattern paired in a fresh way.”

The challenges: Kanter said that her biggest business challenge has been managing people. For Dugan, maintaining the company’s standards can be an obstacle.

“Our biggest challenge as a company is being able to keep up with our ideas,” she said. “That is, in being able to go from idea to manufactured product and have it look the way it should and meet our quality standards.”