My story begins in Prato, on June 21, 1969, under the sun of the first day of summer. Perhaps it was already written that light, colors, and beauty would guide my path. As a child, I didn't play with dolls: I dressed them with newspaper and string. My afternoons after school were spent in the family hardware store, among screws and hammers. But what I loved most were corks. I still remember that afternoon when, armed with tape and infinite patience, I wrapped 600 of them, one by one. My parents, intrigued by my silence, watched me in amazement: it wasn't a game, it was an uncontrollable need to give shape to ideas. Creativity wasn't a pastime: it was my first language. This visceral love for materials and design led me to the Porta Romana Art Institute in Florence, where I graduated in Furniture and Design. Within those historic walls, among plaster casts and sketches, I learned to Translating emotions into projects. Giving structure to what was once just instinct. Yet, life sometimes takes you far from your path. After my studies, I worked in offices, I did other jobs... but that little voice never stopped whispering to me: “There's more. There's a path that belongs to you.” That path was closer than I thought. It was made of weddings, love stories, spaces to transform into memories. And everything fell into place again.”
“Then my day came, the day every girl dreams of since she was little. I was Serena the wedding planner, Serena the designer: I thought I had everything under control. I chose a dream location, flowers that seemed to have come out of a painting, impeccable tables. My wedding was aesthetically perfect. The guests were ecstatic. Someone whispered, 'It looks like a fairytale.' But whose fairytale? When, after some time, I looked back at the photos, I felt a strange emptiness. Where were Serena and Simone in all that splendor? Where was that couple who eats breakfast in their pajamas on Sunday mornings, who prefers mountain hikes to the luxury of living rooms, who is more moved by a dip in the blue than by a Swarovski crystal? Where was I, with my passion for motorcycles and the wind in my hair? Our essence as sports, mountain, and adventure enthusiasts... wasn't there. The suppliers—excellent, professional—had listened to my requests, but they hadn't listened to us. They had created a wedding Beautiful, but not our wedding. That realization was a punch in the gut. But in that disillusionment was born the greatest certainty of my professional life: a true marriage is not one that amazes, but one that tells a story.”
Enzo Miccio's Question"Fate sometimes knocks on the door of the most ordinary occasions.For me, it happened at a trade fair in Milan, amidst stands selling wedding favors and the scent of sugared almonds.
I was working for a company in the industry at the time, and on that very occasion we were presenting a new line by Enzo Miccio. I met him amidst the spotlights and the discreet elegance of the displays.
After seeing how I had interpreted his collection, he approached me and, with that frank yet kind tone that distinguishes him, said:
'Serena, why don't you think about working directly with couples? You have the sensitivity to do so.'
That question struck me to the heart. It wasn't just an observation: it was an invitation to look within, to give a name to that desire that already resided within me. A desire born also from my own experience: my wedding had been beautiful, but it didn't completely represent me. It was perfect, but it wasn't us. That's how my business was born. I began working with couples with a clear mission: to listen deeply, to help them build a wedding that was truly theirs.
The Turning Point:
The Eyes That Didn't Shine
But the real turning point, the one that gave birth to the White Method as it is today, came after one of the first weddings I worked on. Externally, everything was impeccable. The guests were thrilled, the decor was beautiful, the day had gone smoothly. Yet, looking at the bride, I felt a nagging doubt: her eyes weren't shining as they should have. I discussed it with her later. She was happy, yes, but she confided that some details, while beautiful, weren't entirely hers. I realized that my listening, though sincere, hadn't yet been deep enough, hadn't been systematic. I lacked a method that would ensure I didn't miss even a nuance of who they truly were.
The White Method
It was at that precise moment that I understood: a completely different approach was needed. A service that, despite the best intentions, risked imposing a certain style was no longer sufficient. I needed a structured method that began with an authentic, almost anthropological, listening to the couple. A method in which every choice—from the color of the centerpiece to the arrangement of the chairs—was a conscious part of their story, not an aesthetic element in itself. Thus, from the union of intuition, personal experience, and professional training, the White Method was born.
Our Philosophy
Today, the White Method is more than just a wedding planning service. It is the promise of a journey together. It is the commitment to listen to you, to understand you, and to transform who you are into a visible and tangible experience. So that your wedding is not just perfect in the eyes of everyone... it is perfectly yours in your own eyes.