Some businesses begin with a carefully mapped plan. Others grow from a quiet shift in priorities. Seryaana belongs to the second kind. Founded by Parkha Zeb, Founder and Creative Director of Seryaana, the interior design studio reflects a journey that moved through journalism, marketing, and business before finding its true calling in design.
Parkha spent years building brands and businesses. She ran her own advertising agency and later served as Marketing Director for a Swiss consulting firm. Those roles sharpened her understanding of people, communication, and business strategy. Yet becoming a mother changed how she looked at success. She wanted to create something that blended creativity with entrepreneurship while leaving a meaningful mark on people’s everyday lives.
Design had always been close to her heart. She believed the spaces people live in quietly shape how they think, feel, and connect. In 2020, she turned that long-standing passion into a business. Two years later, after the birth of her second daughter, she renamed the company Seryaana, combining the names of her daughters, Serena and Elyaana. What began as a creative venture became a deeply personal legacy, built with family at its center.
Building More Than Beautiful Interiors
Seryaana began with a clear purpose: to create beautiful spaces while making the design and renovation process easier for clients. As Parkha worked closely with homeowners, she recognized that they needed more than creative ideas. They wanted a partner who could manage every stage of the journey. That insight transformed Seryaana into a full-service interior design, renovation, and fit-out company, delivering turnkey projects that balance creativity with technical precision while staying true to its founding vision.
Designing with Purpose and Personality
Parkha’s design philosophy rests on three principles: timelessness, functionality, and individuality. Rather than chasing passing trends, she believes every space should reflect the people who live or work in it. Her approach combines contemporary aesthetics with warmth, using materials, lighting, textures, and thoughtful detailing to create balanced environments. Just as important is functionality. She believes good design should make everyday life easier, allowing beauty and purpose to exist naturally within spaces that feel both personal and enduring.
Lessons Beyond the Drawing Board
Growing Seryaana meant learning that creativity alone could not build a successful business. Every project required designers, contractors, suppliers, budgets, and timelines to work in sync. Earning trust also took time, with credibility built one project at a time. Looking back, Parkha says, “Entrepreneurship requires adaptability. You need to solve problems quickly, remain calm under pressure and keep moving forward.” That mindset, along with building the right team, has become the foundation of Seryaana’s steady growth.
Innovation Through Practical Design
Parkha believes innovation begins with solving real problems, not following trends. She approaches every project by balancing creativity with constructability, budget, and functionality from the start. Drawing inspiration from global design, art, and architecture, she tailors each space to its owner. For her, the best ideas are those that transform a client’s vision into spaces that are practical, personal, and enduring.
Designing for People, Not Places
Working in Dubai has given Parkha the opportunity to design for clients from diverse cultures and lifestyles. Instead of applying a single design style, she adapts every project to its unique context. As she explains, “Understand the place first, understand the client second, and then design.” That philosophy allows her to blend global inspiration with local traditions, creating spaces that feel authentic, functional, and deeply personal.
Leading with Trust and Accountability
Parkha has built her leadership style on trust, accountability, and continuous learning. She encourages her team to share ideas freely, believing that innovation can come from anyone. At the same time, she emphasizes ownership, ensuring every project meets its commitments. As a woman entrepreneur and mother, she also hopes to inspire more women to lead not only in design but across construction, contracting, and business operations.
Creating Spaces That Stand the Test of Time
Parkha sees sustainability as designing spaces that remain relevant for years, not just selecting eco-friendly materials. She believes durability, flexibility, and energy efficiency are essential to responsible design. At the same time, she embraces smart technology and wellness-focused planning, from home automation to natural light and air quality. For her, the future of design lies in creating spaces that support how people live, not just how they look.
A Legacy Built from the Ground Up
For Parkha, the defining milestone is not a single project but the journey of building a business from an idea into a growing design and fit-out company. Each achievement has marked a new chapter of growth. As she reflects, “I want my daughters one day to look at what was created in their names and understand that something meaningful can begin simply by having the courage to start.”
Beyond Beautiful Spaces
A successful project begins long before the first sketch takes shape. Understanding a client’s lifestyle, priorities, and aspirations is the first step in creating spaces that feel truly personal. From concept development and material selection to fit-out and final styling, every stage is managed under one roof, giving clients a seamless experience. Transparent communication and timely problem-solving keep projects on track, ensuring the finished space performs as beautifully in everyday life as it does on completion.
A Future Shaped by People
The next decade, according to Parkha, will redefine design through personalization, intelligent technology, and human-centered thinking. While AI will streamline planning, visualization, and project management, she believes creativity will remain irreplaceable. As she puts it, “The future, in my view, will be high-tech but deeply human.” She also expects greater demand for sustainable, flexible spaces that celebrate craftsmanship, individuality, and the way people truly live.
Building a Lasting Legacy
Looking ahead, Parkha envisions Seryaana evolving into an internationally recognized design and lifestyle brand. Her ambitions extend beyond interiors to hospitality, property transformation, and product design, creating a broader design ecosystem rooted in thoughtful craftsmanship. Yet growth, in her view, is not measured by scale alone. It is about raising standards while preserving the creativity, personal attention, and values that inspired the company from the very beginning.
A Journey of Reinvention
Parkha’s career reflects the power of embracing change. Her experiences in journalism, marketing, entrepreneurship, and leadership eventually became the foundation of her work in design. Looking back, she says, “Careers don’t always follow a straight line.” She encourages aspiring designers to begin before they feel fully prepared, master the business behind their craft, and protect their individuality. For her, Seryaana is more than a company. It is a reflection of family, creativity, courage, and the belief that reinvention often leads to life’s most meaningful opportunities.
