Spoilt for choice? Or suffocated by it?

The Serve offers a new way to shop and discover fashion and interiors online. We’re taking the ‘searching’ out of online shopping by narrowing down the endless stream of ‘stuff’ on the web and featuring a hand-picked collection of products based on quality, value and design.

Each day we feature one piece of fashion or decor in an edited selection. Take back those hours wasted trawling through questionable quality goods on shifty websites. The Serve will help you find exactly what you’re looking for, from a brand you trust, at a price you want to pay. We’ve done the exhaustive searching so you don’t have to.

If you’re just browsing, The Serve can be a source of inspiration, too. Want to keep track of the stuff you love? Subscribe and begin creating your wish list. With one click you’ll have a personalised list of all the items you’re saving to buy.

You might find that the items featured on The Serve are a little pricier than what you might find on the High Street. That’s because we value quality and design above all else. We don’t only source the best products, but also look for new and independent labels that are creating beautiful and different objects.

Looking for something in particular? Give us a shout and we’ll try our best to feature that item in one our our daily serves.

Want to stay in the loop with the latest in fashion and decor? Subscribe to have each week’s or even month’s selection served directly to your inbox. All retailers featured offer shipping to the UK.

“In a world where algorithms, not people, are making suggestions for us, there’s little space for true and honest taste-making. The Serve is about simplicity. It’s about taking a step back and adding a human element to what’s out there and making real recommendations in a curated collection, based on the basics: quality, value and beauty,” says founder, Mariel Reed.

Interested in partnering with The Serve? Get in touch! We’d love to hear from you.