Born in Lisbon in 1959, Ilda Pires has a multifaceted career as a designer and also as a manager of the company she runs in partnership with her siblings. With a degree in Sociology, she made her professional path in the family business in 1979, covering all areas, from production to administration. She is now the Creative Director of the brand leading the design team, was also responsible for the creation of the organic style that defines the brand, starting with the iconic. With over 30 years of experience creating lighting, as Serip's chief designer, she tends to break the rules of the conventional. Passionate about design as a sculpture, she translates her influences from different cultures of the world with the main focus on nature that is reflected in the pieces she draws. Was responsible for a turning point of the brand in the 2000s, with the creation of the first Eterik collection, and later with the development of collections that are today iconic brands, such as the Aqua, Glamour, Waterfall or Bijout collections, and more recently with the creation of Folio Collection. Its products have already received a Harper's Bazaar Interior Award for the spirit of design innovation.