An installer's guide to Serena & Lily: how the papers hang, what it costs to have them put up on a northern Utah wall, the patterns people ask for most, and where to buy them.
California coastal lifestyle brand founded in 2003 by Serena Dugan and Lily Kanter; its hand-drawn, watercolor-style prints (Feather, Priano, Palmetto), breezy stripes and colorfully dyed grasscloths defined the 'coastal grandmother' look. Sold direct to consumers online and through its own Design Shops, with an active designer trade program.
How you buy it. Serena & Lily sells direct from its own website and through retailers, so you can order the rolls yourself and hand them to us, or send us the pattern link and we will confirm the roll count before you buy.
What it costs to buy. Approximately $98-$548 per roll. Printed patterns commonly $128-$248 per 27 in x 27 ft roll (e.g.
| Roll or strip size | 27" x 27', about 60.75 sq ft (double roll) |
|---|---|
| Backing | paper |
| Paste method | unpasted, installer's choice |
| Adhesive | Not pre-pasted; S&L recommends professional installation. Use a premium clear, non-staining adhesive for the dyed grasscloths (paste the back, never the face); paste-the-paper with a standard clear premium paste for the paper prints; paste-the-wall for non-woven printings. |
| Typical repeat | varies by pattern; many are drop matches and at least one (Sweet Pea) is a multiple-drop match - lay out on the floor before cutting. Grasscloth: no repeat, random match. Peel-and-stick: 20.5 in straight match. |
| Match types | straight, half-drop, random |
| Washability | spongeable |
Specs are drawn from the brand's published instructions and product pages and can change by pattern — we confirm against the label on your rolls before cutting anything.
Non-woven and paper-backed prints on smooth, primed walls. Paper not included.
Two days including drying, then a wallcovering primer. Most Utah homes built after 1975 need it.
One accent wall or a powder room with prep.
Links go to the brand's or a retailer's page so you can see the pattern, order a sample and check the roll specs. We don't sell paper and we don't take commissions; these are simply the ones that come up most.
Serena & Lily Wallpaper
The brand's most copied print - a hand-drawn feather stripe in Denim, Bone, Clover and more; the classic S&L bonus-room and nursery paper
See it at serenaandlily.comSerena & Lily Wallpaper
Watercolor leafy vines in many colorways (navy, dusty pink, grove green, powder blue); about $128 per roll and the pattern installers mention most often
See it at serenaandlily.comSerena & Lily Wallpaper
Oversized palm fronds that anchor the coastal look; a favorite for bookcase backs, powder rooms and entries
See it at serenaandlily.comSerena & Lily Wallcovering
Colorfully dyed grasscloth (Grove, Pool, Beach, Chestnut, Washed Indigo) at roughly $239 per roll - a fraction of trade grasscloth pricing
See it at serenaandlily.comSerena & Lily Wallpaper
Simple hand-drawn stars, about $148 per roll; the go-to nursery paper that 'grows with the child'
See it at serenaandlily.comPeel & Stick Removable Wallpaper
Renter- and DIY-friendly grasscloth look in Grass, Coastal Blue, Navy and Stone; about $109 per roll
See it at serenaandlily.comDirect. serenaandlily.com
Online retailers. Serena & Lily Design Shops (company-owned; e.g. Dallas, Chicago, Atlanta, Westport, Summit, Main Line, Los Angeles, San Francisco) · Serena & Lily Outlets (overstock, limited wallpaper)
Near you. No Serena & Lily showroom or stocking dealer in northern Utah that we could verify. Order online, or let us source it through trade accounts during a Design Session.
For designers and installers. Direct-to-consumer; designers join the Serena & Lily trade program for a discount and order online or through a Design Shop. No Utah Design Shop appeared in the store locator results (locations found were coastal/metro: California, Texas, Illinois, Georgia, Northeast).
Samples. Swatches are sold on the site (a dedicated 'Wallpaper Swatches' category and periodic free-swatch offers exist); swatches and fabric yardage are non-returnable. Swatch price could not be verified from the client-rendered site.
Lead time and returns. In-stock rolls ship from the Novato, CA fulfillment center within days; 30-day return window for unused merchandise in original packaging, refunded less shipping; swatches, custom and Bazaar items are final sale. Confirm current wallpaper return terms at serenaandlily.com/returns before ordering extra rolls.
Retail details change often; confirm on the seller's page before ordering. Our full where-to-buy directory covers 30 sellers.
Send us the brand and pattern link, three photos and your wall dimensions. You'll have a written price in one business day, or book a route-friendly measure online right now.
Send photos for a quoteBook a Design Session. We measure, shortlist five to ten papers from trade accounts that fit your room and budget, order the samples, and calculate the rolls — and the fee comes off your install.
Book a Design SessionThe roll math installers actually use: strips not square feet, how pattern repeat eats paper, straight vs. drop match, mural panels, and worked examples for a bedroom and a powder room.
Read the guideA plain-spoken look at what hanging wallpaper costs along the Wasatch Front, why the wall you have matters more than the paper you pick, and where SwiftHand's starting ranges land.
Read the guideMost Utah walls are textured, and wallpaper shows every bump; this guide explains your options, what a two-day skim coat involves, what it costs, and why a licensed painter has the edge.
Read the guidePick a route-friendly time online, send us three photos and your wall dimensions for a written price in one business day, or call and talk to a person who hangs wallpaper for a living.