Celebrating One Year of Serve: Our Journey Together!

Hello, beautiful people, and welcome to Serve Unfiltered

Here, my sister and I bring you the inside scoop, the fun, and the occasional “oops” moments we experience while building Serve. And today is extra special—our brand just turned one!

ShopServe started from a personal crisis, a moment when I questioned everything, from my career path to my place in the world. Somehow, channeling that uncertainty led to the creation of this brand—a brand rooted in empowerment, confidence, and, let’s face it, a little wardrobe wizardry! We may not have life figured out, but at least we’re here to make sure your outfits are on point and loaded with confidence!

The First Steps

In the beginning, it was just an idea—an idea to design outfits that could help women feel as powerful as they are. I never imagined it would turn into something bigger than both of us. Serve was always about more than just creating blazers or waistcoats. From day one, we dreamed of a community where everyone felt seen, styled, and celebrated, and it was a vision we both jumped into headfirst, sometimes not knowing what we were doing (but hey, that’s part of the magic!).

From Rainstorms to Realizations

I still remember our very first offline sale. We had set up our stall, carefully arranging every piece, and as we were just about ready to start, it started raining. Of course. Suddenly, Serve’s debut was less “chic boutique” and more “umbrella survival,” as Kanwaleen and I scrambled to cover everything! But somehow, that chaotic moment captured everything Serve stands for—resilience, adaptability, and always having a laugh, even when things go sideways.

And I’ll never forget the look on Kanwaleen’s face as she joined in the madness. She’s always followed her “big sister,” but there’s nothing like watching her step into the craziness of Serve, one rain-soaked outfit at a time!

Building Our Serve Family

Looking back, every little step, every hiccup, every hilarious mix-up (like the time we accidentally sent a customer the wrong color, who thankfully found it hilarious) was worth it. Serve is truly about you—the wonderful community we’ve built together. Running this brand has taught me that building something meaningful isn’t about clothes alone; it’s about people. It’s been a journey of hearing your stories, seeing your photos in our pieces, and learning what you want and need to feel like your best selves.

I can’t count the number of times I’ve heard from women who feel transformed in our outfits. It’s humbling, inspiring, and it’s the heart of why we keep going. Serve is a reflection of everyone who has joined us on this ride—our growing Serve family who turns clothes into confidence, and every piece into a moment.

Here’s to Year Two and Beyond!

Here’s to another year of style, self-discovery, and figuring things out—together! From heartfelt conversations to new designs and a growing community, we’re beyond excited for what’s next. Serve may have started as a dream, but it’s become something real, powerful, and something we’re both so proud to share with you.

Thank you for being here, for supporting us, and for making Serve feel like home. Here’s to many more years of fun, fashion, and building this beautiful, resilient family we call Serve.