Serra

The history of the Serra boutique, its archaeological jewelry and historical artifacts began in 1910 with its founder, Mario Serra. A great traveler that he was, fluent in many languages and attentive to the evolution of the society of the time, he began buying stones, jewelry and precious objects for his store, whose first location was on "Corso Umberto." 

Serra soon became a point of reference for the high society of the time and had the honor of being named among the official suppliers of the Italian Royal Household. 

After Mario Serra, the artistic leadership and direction of the company passed to his son Marcello, a man of refined culture, with broad and diverse interests , who became one of the leading suppliers of luxury goods in Rome.

Marcello passed on his passion for jewelry, archaeology, numismatics and beauty to his son Alessandro, who, after studying art and management at Claremont College in Los Angeles, joined his father in running the business. In the Serra family tradition, Alessandro became a distinguished scholar of Roman history and numismatics. Thanks to these passions, the "Archaeological Collection," a unique series of jewelry created with his wife Ornella, was born. These exquisite pieces, crafted around authentic Roman coins and engraved stones (carvings), are incorporated into a contemporary design, creating a harmonious blend of antiquity and modernity.

With Domitilla, Alessandro and Ornella's daughter, joining the family business, it is now the fourth generation

The Serra family's deep connection to Roman history and its artistic heritage permeates every creation, allowing ancient artifacts to shine in a new light.

The custom of setting coins to create jewelry is an ancient tradition, the origins of which can be found in Greek antiquity; it later spread to Rome. The Romans ascribed talismanic powers to jewelry, giving the coins a much higher value and a more complex meaning than that for which they were originally minted.

Glyptics, the "minute but not minor art" of engraving gemstones, was widely used in Roman times for rings, necklaces, bracelets and earrings (a famous example is Augustus' gold ring with black onyx, engraved with a Capricorn) .The rings were frequently used as seals; the stones were worked by skilled engravers and the themes of the images were almost always mythological or allegorical. Later, with the barbarian invasions, they were often removed from the original artifacts and thrown away by looters ,who did not understand their value and were only interested in 'gold or silver.

Serra jewelry comes with explanatory documentation of the myth or allegory and certification of the historical period in which the piece was made. 

Jewelry is a complex, elusive and seductive art form...Serra, in his historic boutique, which is now located in the most beautiful and representative street of the Eternal City, via Margutta, is committed to continuing his tradition of authenticity, beauty and harmony, while projecting into the future with enthusiasm and passion.