Giovanni Nodari Serapian

Talent Radar

Words: JOSÉ BERROCOSO

“If you are prepared to work hard, and you trust your palate, it’s the most rewarding and creative job in the world. Go for it!”

Giovanni Nodari Serapian is the third generation of the Serapian family working to this day in the Maison founded in 1928. Born in Milan, Giovanni grew up in the Serapian Atelier, learning from a young age the importance of impeccable craftsmanship. Now, having been a part of the Maison for the past twelve years, he has developed an extensive and comprehensive knowledge of the leather goods industry from all sides. Prior to Serapian he completed his studies at the Luigi Bocconi University in Milan and worked for the Dunhill Maison as an assistant to the Product Manager in London. Now, as the current head of Serapian’s Bespoke Service, he oversees the VIP client orders both from the Atelier in Villa Mozart in Milan but also bringing the Bespoke Experience to clients internationally as well. Nodari Serapian is also responsible for protecting and sharing the Maison’s historical patrimony and extensive archive through various exhibitions and presentations.

We sit with Giovanni Nodari Serapian to learn more about SERAPIAN, the historic Milanese brand.

CityPages Magazine: So your family was definitely into art and fashion… When did you realize you really had an affinity for it too?

Giovanni Nodari Serapian: I grew up in the world of leather goods and in fact I still remember when I was a child, the afternoons spent in our historic Atelier playing with the scraps of leather! However, before joining the company I had two experiences abroad, in completely different fields and it was during these that I realized I wanted to get back to my roots. Even before joining the Maison, all of the family discussions from Christmas to Summer Holidays were linked to the world of leather goods. It is not even a question of affinity but pure DNA!

CPM: What is the biggest achievement with the brand so far?

GNS: In this globalized world, the main achievement was to stay true to our roots and continue to offer our genuine authenticity along with a unique Bespoke service, the pulsating heart of the Maison since it was founded in 1928. Today as yesterday, this exclusive destination, where apron-clad master artisans turn dreams into reality, continues to attract an international clientele seeking something unique which will enable them stand out.

CPM: What is the creative process like for you?

GNS: Being able to fulfil the wishes of our clients, attentively listening their needs and then working closely with our Artisans to craft them the creation of their dreams! As I am in charge of the Bespoke service at Serapian, I really like to understand who I have in front of me to be able to offer the best suggestions for a creation which should represent them in the most accurate manner possible and ultimately is the pinnacle of this unique experience. Another facet of this is the opportunity to be able to work on exceptional projects for exceptional clients. An example I can share is when we recently renovated the interiors of an historical car: the 1930 Lancia Dilambda with our signature Mosaico craft. It was an amazing project, which culminated in the car winning the latest Concorso d’Eleganza of Villa d’Este!

CPM: What are some of the defining characteristics of your handbags that make them different?

GNS: I would say our “Milanese hand”, which essentially is our specific knowledge in producing beautifully fluid creations. An example of this ability is of course our signature craft from the ‘40s, called “Mosaico”. Mosaico is a unique weaving process completely handmade by our expert artisans using soft lamb nappa leather. This technique is a symbol of the artisanal craftsmanship, which distinguishes the Maison. Today the craft is made even more special because each Mosaico bag is signed on an inner tag by the Artisan who made it. As in the past, when the Master Artisans would leave their mark on their creations, this personal touch makes each creation truly unique.

CPM: Do you have a favourite bag? What can you tell us about the story behind it?

GNS: The Secret bag! This is among the most iconic creations of Serapian, and its story starts in the 70s’ from a Bespoke request. A client was looking for a spacious and lightweight bag with a hidden pocket inside, hence the name “Secret” came to be. This unique creation is both for men and women who seek sophisticated elegance.

CPM: Could we say that Serapian is positioned as a niche luxury brand? Tell us more about the positioning of the label.

GNS: We used to say that our clients are the “real connoisseurs”, people who value high-quality, want the authenticity, and seek rarity. They don’t like to necessarily show-off, instead preferring discreet luxury. They want to purchase the best from every product category, like the watch from watchmakers, shoes from shoemakers…

CPM: Tell us about your latest collection, Spring Summer 22, “An Oneiric Summer”.

GNS: The Spring/Summer 22 collection is a tale of unsurpassed craftsmanship meeting the delicate poetry of a never-ending holiday. Our Mosaico universe features new shades inspired by the Italian riviera of Portofino, where my family used to go during the summer vacations. Colours range from refined hues of green and blue, recalling the sea tones of Golfo di Paraggi, or refreshing white and yellow giving the utmost summer touch.

CPM: SERAPIAN is famous for the Mosaico that uses Napa leather, which was introduced in 1947. Are you surprised by how relevant it still is even today?

GNS: I am not surprised because Serapian is the epitome of the highcraftsmashinp which is nowadays, for the discerning clients, more relevant than ever before. This is possible for several reasons such as the “Mestieri d’Arte” or know how of the Maison. The incredible palette of Mosaico colors we can offer to clients for their Bespoke (more than 54 different tones!) and finally the ability to craft lightweight creations for the clients who emphasize functionality and mobility.

CPM: What are your thoughts on materials?

GNS: Materials, since from the founding of the Maison, are at the heart of the high-quality offered to our clients. It all begins from the selection process with the best materials such as fluid and lightweight lamb nappa or soft Cachemire leather. This know-how is passed down from artisan to artisan and consequentially generation to generation. Nowadays, we have amassed one of the largest leather archives thanks to the materials collected overtime by both my great uncle Stefano Serapian and uncle Ardavast Serapian. This collection is also due in part to the trusting relationship we have established since the 40s with our partners and over the years has allowed us to find the best quality materials.

CPM: What’s next for you and your brand?

GNS: We are developing what the future will look like for Bespoke luxury leathergoods. In fact I observed a notable increase of bespoke requests in the past years due to a growing number of clients seeking something nobody else is able to find. Today, with the support of digital technologies, we are conducting Bespoke personalization with clients not necessarily being physically present. As an example, we have recently opened a pop-up at Ginza Six – Department store in Tokyo. There we sent a Bespoke trunk which serves as our Bespoke touchpoint for any client, regardless of their location. Now our Bespoke service can truly travel all over the world.

CPM: Where can our readers, including international readers, find your bags?

GNS: Online at: serapian.com, Net-a-Porter and Mr Porter. In Italy at our boutique of Milan, Via della Spiga, and Roma, Via del Babbuino. Or for any Bespoke requests, at Villa Mozart in the very heart of Milan. While, in the rest of the world we have renowned partners like Tsum in Moscow, Harrods in London, La Samaritaine in Paris, Isetan in Tokyo… just to name a few.