About
The story behind Sereeni
Sereeni was created from a desire to offer fine jewelry that reflects the wearer's unique personality and style.
Founded by Serene Tan's innovative spirit, we are known for our colorful and expressive designs. Our passion lies in discovering the little details that define you, then handcrafting pieces that you can cherish today and for generations to come.
Each creation celebrates your story with natural gemstones, handcrafted with utmost precision and dedication. Rather than following fast trends, Sereeni is devoted to creativity, impeccable craftsmanship, and intentional design — we are not just beautiful, we are built to last.
DISTINCTLY YOURS, THOUGHTFULLY CRAFTED
The Founder
Serene Tan
Founder & Designer
Born in Putian, China, Serene Tan was adopted by a young Singaporean couple just before turning two. Her foster mum was a full-time dancer and choreographer — and from the earliest age, Serene was brought backstage and into professional studio sessions, surrounded by movement, discipline, and beauty.
At 13, she was awarded a scholarship to the Beijing Dance Academy. Returning to her native land as a foreigner, each day at the academy was tough, tough, tough: a picky teacher, impossible new movements, prejudice from peers. Sereeni was truly a diamond in the rough, being forged and refined over time.
Beijing became a space of refuge — and it was there that she discovered her passion for jewelry, through the elaborate costumes and jewelry worn on stage. China was a treasure trove of ancient design, a wealth of heritage, gems, and exquisite materials — and this set Serene on another journey: hunting down rare and precious gems across this vast nation.
Sereeni was born from these fires of a tumultuous and well-lived life, a dedication towards craftsmanship — and an eye for creative, passionate beauty.
Today, Serene designs from her studio in Moss, Norway, creating pieces for clients worldwide.
The Journey
Dancing through childhood
Dance training in Beijing
Mother-daughter dance team
Choreographer at Singapore's largest nationwide event — 3,000+ performers
Our Philosophy
Quality, transparency, and sustainability — creating pieces meant to be cherished and passed down.
At Sereeni, intentional design, natural materials, and impeccable craftsmanship are at the heart of everything we do. Beyond the whims of trends and fashion, we focus on quality, transparency, and sustainability — creating pieces meant to be cherished and passed down through generations.
What We Believe
Distinctly Yours
Every detail carries personal meaning. Your piece is designed around your life, your story, and your personality — not a display case.
Truly One of a Kind
No duplicates, no mass production. Each piece is individually designed and handcrafted. What we make for you exists nowhere else.
Built to Last
We are not just beautiful — we are built to last. Devoted to creativity, impeccable craftsmanship, and intentional design rather than fast trends.
Meaningful Over Expensive
Working directly with Serene means no brand markups. You invest in the piece itself — and in the story it carries.
Made For
Life's Precious Moments
Memorable occasions that deserve a unique piece.
Engagement & Wedding
Birthday & Anniversary
Confirmation
Celebrating Motherhood
A Gift to Yourself
A Story Worth Keeping
Whether you are commemorating a special event or simply someone who appreciates finer things in life, Serene will guide you through this creative and rewarding journey. There is — in true spirit — practically no end to the possibilities.
Ethically Sourced
Gemstones sourced with intention
We are committed to ethically sourcing our gemstones. We collaborate with suppliers who follow responsible mining practices and ensure fair labour conditions.
Our lapidarists play a vital role in this ethical chain by employing both tracking and tracing strategies. They interact directly with miners and brokers to gather first-hand information about the origin of each stone.
When available, we obtain detailed reports on each stone's journey — from the earth to the setting. This transparency is part of what makes each Sereeni piece meaningful beyond its appearance.
Because some feelings can't be found in a display case.
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