Behind the Brand: Serax

Designer label Serax have been dedicated to creating beautiful homes for over 30 years. With pieces designed to add personality to any interior and create unforgettable moments at the dining table, their collection has been thoughtfully crafted with passionate designers from all over the globe. We take a look behind the brand and at some of their design icons…

The brand is the brainchild of brothers Serge & Axel Van Den Bossche who were brought up amid their mother's flowerpot trade. Starting as a small-scale business in 1986 from a garage, Serax has grown into a multinational designer label and is still run by members of the family to this day. In 1991 their nephew Frank Lambert joined the company and today Axel’s wife, Marie Michielssen, is Serax’s lead designer, creator of the famous Cactus vase and many more.

Working with big names and lesser known ones in the design world is built into the brand’s DNA. It all began with a tentative collaboration with Peter Arts, which became revolutionary in the floristry world and then a year later with floral artist Daniel Ost. Ever since, Serax has entered into dozens of partnerships to create renowned collections.

Relying only on the most passionate of designers from across the globe, the focus is on traditional handicraft. From Vietnam and Antwerp to Portugal, each product is manufactured by skilled craftsmen and handled manually, ensuring an element of uniqueness comes into play with every finished piece.

Per definition an object that has been partly made by hand cannot be perfect and Serax embraced the philosophy of Wabi Sabi or the Perfect of Imperfection. You’ll find no two plates, cups or vases are ever the same, with small differences in shape and size across their entire collection.