You’ve probably seen the blue and white striped umbrellas or the woven bistro chairs all over Instagram. It’s that "coastal grandmother" aesthetic that everyone is trying to bottle up right now. But honestly, walking into the Serena and Lily Naples FL design shop is a bit different than just scrolling through a catalog. It’s located right in the heart of Old Naples at 393 Broad Avenue South, and if you haven't been yet, there's a specific vibe you should prepare for.
It isn't just a furniture store.
Most people think they can just pop in, grab a sofa, and leave. That’s not really how it works here. The Naples location is what they call a "Design Shop." It’s basically a massive, 2,900-square-foot mood board. It’s tucked into the Third Street South shopping district, which, if you know Naples, is the epicenter of that refined, sun-drenched lifestyle.
The Real Vibe of Serena and Lily Naples FL
The building itself is an old-school Florida structure. They didn’t tear it down and build some glass box; they kept the shutters and the original bones but refreshed it with French doors and a lot of white paint. When you walk in, you aren't greeted by aisles of boxes. Instead, you're walking through curated "vignettes." It feels like you’ve accidentally trespassed into the living room of a very wealthy, very relaxed person who lives near the pier.
One of the coolest things about the Serena and Lily Naples FL shop is the 500-square-foot design studio that’s actually separate from the main building. It’s right off the patio, which is shaded by a giant Southern live oak tree. That studio is where the real work happens. They have over 300 different textile and wallpaper designs. You can touch the raffia, feel the weight of the linen, and realize that the "Coastal Blue" you saw online looks way different under the Florida sun than it does on a MacBook screen.
It’s Not Just Furniture, It’s the Service
A lot of folks don't realize that the people working there aren't just retail clerks. Many of them are advisors trained by the Savannah College of Art and Design (SCAD). They’ll actually sit down with you and help you map out a room for free.
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- Customization: You can pick a chair and then choose from hundreds of fabrics.
- Swatches: You can literally walk out with a handful of fabric and wallpaper samples without paying a dime.
- The Patio: There’s an outdoor area that showcases their weather-resistant furniture, which is pretty vital given the humidity and salt air in Southwest Florida.
Honestly, the "free" part of the design service is probably the best-kept secret. People hire interior decorators for thousands of dollars to do what these advisors do as part of the shop's experience.
Why the Location Matters
Being at the corner of Broad Avenue and 4th Street puts the store right in the middle of the "Old Naples" charm. It's a short walk from the Third Street South Farmers Market. If you go on a Saturday morning between 7:30 a.m. and 11:30 a.m., the whole area is buzzing. You can grab a coffee, look at some local produce, and then head over to the design shop when they open at 10 a.m.
It fits the neighborhood.
Naples has this specific intersection of luxury and "sand in your shoes" comfort. Serena and Lily lean into that. They even have a tabby shell fireplace in the store—it’s a nod to local Florida history and materials. It’s these little details that make the Naples location feel less like a chain and more like a local boutique, even though the brand is nationwide.
The Pricing Reality Check
Look, we have to talk about the price. It’s expensive. A single pillow cover can run you $100, and a bed frame can easily hit $3,000.
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Some people love the quality, while others on forums like Houzz have complained that the "natural materials" don't always hold up to heavy-duty family life over several years. It’s a trade-off. You’re paying for the aesthetic and the specific, proprietary patterns that you can’t find at a big-box store.
If you're on a budget but want the look, here’s a tip: they have floor model sales twice a year. You have to be on their email list to catch them, but the Naples shop will occasionally clear out the floor displays to make room for new seasonal collections. That’s your best bet for getting a "Naples look" without the "Naples price tag."
Practical Info for Your Visit
If you’re planning a trip to Serena and Lily Naples FL, here are the logistics you actually need:
The store is open Monday through Saturday from 10 a.m. to 6 p.m. On Sundays, they have shorter hours, usually 12 p.m. to 5 p.m. You don’t need an appointment just to browse, but if you want to use the design studio for a full room refresh, it’s worth calling ahead at 239-427-4778.
Parking in Old Naples can be a nightmare during peak season (January through March), but there is a dedicated parking lot at the back of the building. Most people miss it and circle the block for thirty minutes looking for street parking on Broad Avenue. Don't be that person. Go straight for the lot behind the shop.
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What to Do After You Shop
Since you’re already in the district, don’t just leave.
Walk over to Campiello for lunch—it’s a local landmark with great house-made pasta. Or, if you want to keep the "coastal" theme going, head to The Syren Oyster & Cocktail Bar. It’s right on the water at the Naples Boat Club and has that same blue-and-white vibe as the store.
The Serena and Lily Naples FL shop represents a specific shift in how people decorate in Florida. It's moving away from the heavy, dark Mediterranean styles of the early 2000s and toward something lighter and more airy. Even if you don't buy a whole house full of furniture, it's a great place to get inspiration for how to make a space feel more like the beach and less like a showroom.
Actionable Next Steps:
- Check the parking: Use the private lot behind 393 Broad Ave South to avoid the Third Street South traffic.
- Grab swatches: Don't buy a large piece of furniture without taking a free fabric swatch home to see how the Naples humidity and light affect the color.
- Time your visit: Go on a Saturday morning to hit the Farmers Market first, but aim to be at the shop right at 10 a.m. to avoid the midday design rush.
- Sign up for alerts: If you're eyeing a specific piece, get on the local mailing list specifically for the Naples shop to hear about floor model clearances.