Background
Serena Rees, an adopted daughter of Indian parents, who was working as a model in Chelsea.
Serena Rees, an adopted daughter of Indian parents, who was working as a model in Chelsea.
She currently owns Cocomaya chocolatiers. Met Joseph Corré, Vivienne Westwood and Malcolm McLaren"s son, in 1992 at a nightclub. Rees - tired of seeing women dressed in drab undergarments - came up with an idea to start a lingerie store that was filled with colorful and fashion-forward lingerie.
When they first started, was strictly a shop.
Neither Corre or Rees had any intentions of designing lingerie. After having difficulties finding attire they liked, the two started their own line.
Since 1994, grew into a brand spanning into 13 different countries with over 30 stores. Rees made sure to cater to a celebrity clientele by enforcing a strict confidentiality policy.
Consequently, all employees sign confidentiality agreements not to talk about clients.
Due to their popularity among celebrities, the brand often features celebrity models such as Kate Moss. After Rees" divorce in 2007, was purchased by the private equity house 3i for £60m. Rees sold her shares in.