Alessandra Rich - Women

Italian-born, London-based designer Alessandra Rich established her label in 2010 after designing her own wedding dress. Despite no formal training, she quickly gained attention for her luxuriously elegant gowns which have been worn on red carpets by the likes of Meryl Streep and Diane Kruger. The brand has since expanded, creating new codes for ready-to-wear fashion, capitalizing on the discovery of a new and edgy sophistication. Her distinctive aesthetic evolves from a desire to create a universe of self-assured femininity, build confidence, and present timeless silhouettes for women who prefer positive emotions of privacy but who respond to indulgence in luxuries.

SERO is on mission for YOU

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About Sero

Welcome to Sero, where luxury meets accessibility. Founded in October 2024 and officially launched in January 2025, Sero is an exclusive e-commerce platform specializing in designer ready-to-wear and accessories.

Our mission is simple: to bring the world’s most coveted luxury brands directly to Albania, ensuring customers have access to authentic, high-quality pieces at official retail prices. By partnering with renowned Italian distributors, we guarantee a curated selection of premium products that reflect timeless style and exceptional craftsmanship.

Sero represents a new era of luxury shopping in Albania. Backed by a passionate team and trusted investors, we are committed to delivering an unparalleled shopping experience—one that combines convenience, authenticity, and the elegance that defines designer fashion.

Discover the world of Sero, where every piece tells a story of sophistication and excellence.

Customer Support

Our customer support team is dedicated to providing you with exceptional service. Whether you have a question about a product, need assistance with your order, or want advice on your next purchase, our team is here to help. You can reach us via email, live chat, or phone. We’re committed to making your shopping experience effortless and enjoyable.