Entrepreneurship News Down Under

The Rise To Prominence Of Peter Sereno: One Of The Most Respected Beauty Pageant Gurus Down Under!


In the case of Davao-native Peter Sereno, his path in life went against the grain. While he did “the typical Asian thing” and went to university to achieve his degree, his heart and his passion lay elsewhere. For Peter Sereno, it was always fashion…

“I have always been fascinated by fashion… fashion is fun. Fashion is about experimentation. Sometimes, it’s about breaking rules…” And sometimes, it was about breaking his family’s expectations. “I’ve always been creative and this was not always supported by most of my family. In saying that, they’ll always love me and be proud of me no matter what. They’re just from a different world and generation… At the end of the day I am my own person…grounded by the values and morals instilled in me by my family…”


Peter, his immediate family and his grandparents moved to Australia in 1989. As what was typical in many Filipino families, “my grandparents pretty much raised us in those early years while mom and dad worked…”, but this resulted in Peter developing a “very, very close relationship with my grandparents.” After university, he entered into public relations which whetted his appetite for the “world of media and celebrity.” This was followed by him studying for a Certificate in Fashion Design and thus began his foray into the fashion industry.


It is probably quite honest to say that not even Peter himself could have imagined just how successful he would become in the field he loves. Through sheer hard work and determination, he now heads ‘Dear Pageant Girl’ – his “baby”. His company employs a wide range of resources to help prepare young hopefuls make their beauty pageant dreams come true. Certain young hopefuls such as Jesinta Campbell and Scherri-Lee Biggs, otherwise known as Miss Universe Australia 2010 and 2011 respectively. He was also part of the team that helped Jennifer Hawkins become Miss Universe 2004. He has also helped transform Lauryn Eagle from a tough female boxer to a front page beauty and participant in ‘The Celebrity Apprentice’ Australia. Peter has also found himself in front of the camera with appearances in TV’s ‘The Shire’ (“those kids are crazy!”) and on Channel 7’s ‘The Morning Show’ as part of the Style Squad.


While the 34-year old can regularly find himself in the midst of a celebrity or two, he states that it is the “survivors… those who have had to fight to get what they want…” that inspire him. Like his old schoolmate, jewellery designer, Jenny Mercian (owner of Manik Mercian) who now works with Victoria’s Secret, Atelier Swarovski and Dion Lee. He is also intrigued by individuals with interesting backgrounds. “If ever you see me out and about you’ll be sure that I am with someone whose personality is larger than life. I feed off their energy..their mania.” But for every interesting person he has met, there is the unfortunate reality that the fashion industry “is full of sharks and users…sadly… it’s every man for himself…” He has learned to pick his “friends very carefully. Trust no one until they prove themselves to you” and to “…keep yourself surrounded by people who will keep it real with you.”

There is no doubt that Peter Sereno has an incredibly bright career ahead of him. After all, how many people can say that they’re making money in something they love doing?? With his profile increasing, he is looking at more TV gigs and is in talks with production companies and networks. So, what does Peter hope for in his future? “A day off would be nice…”


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