President of the Avemi Luxury Distribution Group, which distributes throughout the world prestigious luxury and perfume brands, such as Hermès, Juliette Has A Gun, Acqua di Parma, Serge Lutens... Serge is a sportsman and an adventurer at heart.

Passionate about swimming, sailing and cycling, he has participated in Ironman Triathlons, Oceanman and Regattas. Today, he has founded his own brand of perfumes and luxury sports accessories: VELVETVELO.


For Serge, the double-V brand is a quest: "I am still searching for who I am and where I want to go. It is this quest that is expressed through Un Homme à la mer; it is my sensitivity that inhabits Rue des Mimosas; it is above all my love for love that gave birth to Archimède in Love. Everything is perpetual movement; the field of possibilities is always open, and if I don’t know the future and I am always on the way, I move forward with velvet steps, guided by love."