In 1989, friends offered him to help them soldering jewelry for the Yves Saint Laurent collection. This meeting is crucial; the following year, Serge created his own pieces and collaborated with fashion designers for jewelry and accessories for their shows:
Thierry Mugler (1990 - 1991)
Claude Montana (1991 - 1993)
Lanvin Haute Couture (1992)
He also creates jewelry collections for Agnès b. (1992 and 1993), Sonia Rykiel (1993) and Paco Rabanne (1997).
In March 1994, Serge founded his studio with the help of his partner, Geneviève Chevillot, and exhibited in Paris at the Première Classe show where he met his agents for Japan and Italy and met journalists from influential magazines such as Elle, Madame Figaro or Women's Wear Daily. From then on, his jewels are sold in France, Europe, Japan and Hong Kong.
Despite the growing interest in their work, and the growing demand of their clients, Serge and Geneviève are careful to maintain their way of working. All jewelry is made in France, and worked by hand in their workshop.
In January 1999, Serge died accidentally on a motorcycle in Paris. Geneviève Chevillot, surrounded by Serge's assistants, then founded the Atelier Serge Thoraval and devoted herself essentially to continuing the re-edition of jewelry and extending its distribution.