At Home with… Sera of London
You may be familiar with the breath-taking home of interior designer, Sera Hersham-Loftus otherwise known as Sera of London. Her distinctly signature boho style has caught the eye of many a celebrity and she counts both Courtney Love and Yoko Ono as clients.
Sera is 56 and has lived in an apartment in Little Venice for 5 years with her photojournalist boyfriend Martin. In a Stuccoed building built in 1850, it is here where the real magic happens. As she says herself, it feels like she’s ‘living in a candle lit dream’. Her home and studio reflect her personality, fully embodying the old romantic Hollywood glamour of Sera. Her indoor garden, oversized terracotta planters, layers of dreamy ‘house gown curtains’ and to top it all off an enormous disco ball. She removed most of the walls and doors making it one big flowing space complete with high ceilings and original features. With open fires in every room, we couldn’t think of anywhere better to self-isolate right now.
We spent the day with Sera to see how she stays inspired, where she buys her antiques and how she winds down at the end of a creative day. Whilst self-isolating, Sera has dedicated her time to making her Rude lampshades, Foxy cushions and face masks – the proceeds of which go towards providing NHS staff with meals.
How do you start your mornings and ease your way into the day? What does a typical day involve?
I don’t have a routine and no day is typical. I’m certainly not an early bird. When I’m working on a design project and need to go onsite or venture out to a flea market to find pieces for a project, the following is a routine of sorts. I’ll make a quick cup of instant coffee, if I’m in a smoking phase, I’ll smoke a cigarette then get dressed in a vintage something or other. Put on a red lipstick and a hat with a wide or wonky brim, pull on my fake fur and platform star boots and I’m out the door. I have a collection of 1970’s sunglasses of which I wouldn’t be seen dead without.
How have you adjusted to quarantine life and everything that is going on at the moment?
I am a very lucky person. I work from home and have a hermit streak in me so isolation comes as no stranger.
What advice would you give aspiring female entrepreneurs?
Entrepreneurs. If you have a passion and can make a living out of it, you are very fortunate. I have always worked since the age of 15. I worked in Fiorucci in 1978. I was passionate about clothes and helping people to look great so being a sales assistant wasn’t just a job, it was a passion. And I was good at it. If you are passionate about something and you work hard at it, it’s very difficult to fail.
Homeware shops and market recommendations?
I love Alfie’s Market. It’s local and has an assortment of all antiques and vintage furnishings. Lighting and clothes all at modest prices.
Your last adventure and your next?
My last adventure was my daughter wedding last summer. It was The best adventure I ever had. Letting go was really hard. But to see her blossom is such a high. My next adventure is to travel the world with my BF Martin Pope. We have a ‘List to do’ book on everywhere and everything we want to do together. Ticking it off as we go along.
Current favourite song, book and film?
Song….any work by the composer Burt Bacharach.
I’m reading Sarah Bernhardt, My Double Life.
Favourite film, American Hustle.
Any inspiring Instagram accounts for us to follow?
@thegoddessspace ( my daughter )
@lianlunson ( A Maverick film maker )
@crimson_letters ( stationery )
@serasestra ( my hand made curtains)
@michellekellypod ( the lady who did my daughter’s wedding )
How do you maintain work/life balance whilst running your own business?
I maintain my life. It’s all part of the same thing. Passion is family is Love is Work Is Friends.
How do you wind down at the end of the day?
I wind down by lighting candles. Burning incense, listening to music. Being a Soux chef to Martin’s incredible cooking. Watching interesting films or documentaries. Listening to Martin telling me and Me telling Him how much we love each other.