Serena Hawkins, commercial director at Blueberry Aviation, is reshaping how ultra-high-net-worth clients move across the Riviera—and beyond.
In Monaco, where time is the ultimate currency, Serena Hawkins operates at the centre of the Riviera’s movement, connecting airports, yachts and residences seamlessly—and in style. As commercial director (HNWI) at Blueberry Aviation, she advises global clientele on helicopter ownership, an asset that has become essential to modern mobility.
Hawkins’ career began in high-end security and Formula One’s VIP world, where discretion and responsiveness are non-negotiable. “Private aviation clients expect the same values: trust, access and time sensitivity,” she says. “Delivering a helicopter is one thing. Understanding how someone lives and moves is what matters.”
She brings that same approach to her role at Blueberry Aviation, a global firm specialising in the trading, leasing and financing of aircraft and helicopters, with offices in Monaco, Dublin, New York and Singapore. “I take the time to understand each client and match them with the right helicopter,” she says. “Monaco is a village, so discretion and trust are critical.”
Advising at that level requires expert knowledge of both the client and the aircraft. “People here are incredibly well-informed, globally connected and used to moving quickly, so you have to be the same,” she says. “There’s no room for hesitation; you need to know your market, your aircraft and your numbers inside out and react in real time.”
While performance and safety remain fundamental, they are not the only drivers. Hawkins notes that design, experience and brand matter as much as capability. “The final decision is usually influenced by how someone feels about the helicopter,” she says.
“There’s no single ‘best’ aircraft—it depends entirely on how you live,” she adds. “That said, I’ve always had a soft spot for the AW139. It’s the pinnacle of VIP ownership—space, presence, capability and range. We’re not just talking short hops; it offers direct access to destinations such as Italy, Spain or Geneva.”
For shorter coastal journeys, she favours the H130: “It offers fantastic visibility for passengers, which enhances the Riviera experience.” For more demanding operations or tighter landing environments, she says the H145 is hard to beat. “It really is about matching the machine to the lifestyle.”
On the Riviera, where demand and density place pressure on traditional transport, particularly during peak seasons and major events, helicopters are not a luxury—they are a necessity. They connect airports, yachts and residences in minutes.
Today, helicopters are no longer standalone purchases, but part of a broader ecosystem of assets. “Many of our clients have yachts with one—often two—helidecks, and they’re operating across multiple assets: homes, chalets, yachts, aircraft. The helicopter is often the link that makes that possible,” she says.
In Monaco, where every precious minute counts, her role is to ensure moments are never wasted. “Helicopters are often perceived as a luxury,” she says, “but in reality, they’re a tool for people who understand that time is the only asset you can’t recover.”
