Since 1919

Our Story

More than a century of craftsmanship

History

It all began in Béjaïa, over a hundred years ago. In 1919, Maison SERIR opened its doors, filling the streets with the aroma of toasted almonds and orange blossom. Since that day, our pastries have accompanied the most beautiful moments in the lives of Algerian families.

In our workshop, the gestures have not changed. Everything is prepared by hand, with love and patience: we delicately fold the Dziriettes dough and shape the Makrout El Louz so they melt in your mouth. For us, these pastries are much more than sweets: they are treasures that carry our family secrets. They are there to celebrate Eid, a wedding, or simply to welcome a friend.

Today, this heritage travels to you. SERIR Sélection was created to share this tradition with the whole world. We cross borders to bring you authentic products, prepared with the same standards as before. Each box is a gift containing four generations of expertise.

Tasting a SERIR Sélection pastry is sharing a century of indulgence, memories, and Algerian traditions.

Our Values

Authenticity

It is the soul of SERIR Sélection. It is the unwavering fidelity to original recipes, passed down from generation to generation. It is the taste of yesteryear, the pure scent of orange blossom water, and the pleated shape of the pastry as our grandmothers crafted it. We do not adapt tradition, we preserve it and offer it to you in all its truth.

Craftsmanship

It is the art of detail and the precision of the hand, the secret alchemy born over a century ago. An alchemy where hands, instructed by tradition, transform almonds into sweetness. It is not a technique, it is a dialogue with the ingredients, governed by rules passed down from generation to generation. Each pastry is the work of an artisan who, through refined and essential gestures, elevates the noblest ingredients to the rank of excellence.

Sharing

We believe that traditional pastry only takes on its full meaning when shared. Each Serir Sélection box is an invitation to perpetuate the warmth of family celebrations, to create a moment of sweetness and conviviality. We bring our heritage to your table, so that you too can write your own memories around these timeless flavors.

Since 1919