diff --git a/MANIFEST b/MANIFEST
new file mode 100644
index 0000000..d29f571
--- /dev/null
+++ b/MANIFEST
@@ -0,0 +1,9 @@
+# file GENERATED by distutils, do NOT edit
+setup.cfg
+setup.py
+sqlalchemy_serializer/__init__.py
+sqlalchemy_serializer/serializer.py
+sqlalchemy_serializer/lib/__init__.py
+sqlalchemy_serializer/lib/rules.py
+sqlalchemy_serializer/lib/timezones.py
+sqlalchemy_serializer/lib/utils.py
diff --git a/Makefile b/Makefile
index 2c5ea01..8282b05 100644
--- a/Makefile
+++ b/Makefile
@@ -1,4 +1,6 @@
 .PHONY: test
+FILE = $(file)
 
 test:
-	docker-compose up --build --abort-on-container-exit
+	TEST_FILE=$(FILE) docker-compose up --build --abort-on-container-exit
+
diff --git a/README.md b/README.md
index 6d741ac..e62a600 100644
--- a/README.md
+++ b/README.md
@@ -1,9 +1,20 @@
 # SQLAlchemy-serializer
-Mixin for sqlalchemy-models serialization without pain.
+Mixin for SQLAlchemy models serialization without pain.
+
+If you want to serialize SQLAlchemy model instances like this `item.to_dict()`
+And be able to customize the output in any possible way, this mixin suits you.
+
+**Contents**
+- [Installation](#Installation)
+- [Usage](#Usage)
+- [Advanced usage](#Advanced usage)
+- [Customization](#Customization)
+- [Troubleshooting](#Troubleshooting)
+- [Tests](#Tests)
 
 ## Installation
 
-```
+```bash
 pip install SQLAlchemy-serializer
 ```
 
@@ -25,11 +36,17 @@ So now you can do something like this:
 item = SomeModel.query.filter(.....).one()
 result = item.to_dict()
 ```
-You'll get values of all SQLAlchemy fields in the `result` var, even nested relationships
+You get values of all SQLAlchemy fields in the `result` var, even nested relationships
+In order to change the default output you shuld pass tuple of fieldnames as an argument
+
+- If you want to exclude or add some extra fields (not from dataase) 
+  You should pass `rules` argument
+- If you want to define the only fields to be presented in serializer's output
+  use `only` argument
 
 If you want to exclude a few fields for this exact item:
 ```python
-result = item.to_dict(rules=('-somefield', '-anotherone.nested1.nested2'))
+result = item.to_dict(rules=('-somefield', '-some_relation.nested_one.another_nested_one'))
 ```
 
 If you want to add a field which is not defined as an SQLAlchemy field:
@@ -42,7 +59,7 @@ class SomeModel(db.Model, SerializerMixin):
 
 result = item.to_dict(rules=('non_sql_field', 'method'))
 ```
-Note that method or a function should have no arguments except ***self***,
+**Note** that method or a function should have no arguments except ***self***,
 in order to let serializer call it without hesitations.
 
 If you want to get exact fields:
@@ -50,12 +67,15 @@ If you want to get exact fields:
 
 result = item.to_dict(only=('non_sql_field', 'method', 'somefield'))
 ```
-Note that if ***somefield*** is an SQLAlchemy instance, you get all it's
-serializable fields.
+**Note** that if ***somefield*** is an SQLAlchemy instance, you get all it's
+serializable fields. So if you want to get only some of them, you should define it like below:
+```python
+
+result = item.to_dict(only=('non_sql_field', 'method', 'somefield.id', 'somefield.etc'))
+```
 
 If you want to define schema for all instances of particular SQLAlchemy model,
 add serialize properties to model definition:
-
 ```python
 class SomeModel(db.Model, SerializerMixin):
     serialize_only = ('somefield.id',)
@@ -64,13 +84,13 @@ class SomeModel(db.Model, SerializerMixin):
     somefield = db.relationship('AnotherModel')
 
 result = item.to_dict()
-{'somefield':[{'id':...}]}
-
 ```
+So the `result` in this case will be `{'somefield': [{'id': some_id}]}`
 ***serialize_only*** and  ***serialize_rules*** work the same way as ***to_dict's*** arguments
 
 
-# Detailed example (For more examples see tests):
+# Advanced usage 
+(For more examples see [tests](https://github.com/n0nSmoker/SQLAlchemy-serializer/tree/master/tests)):
 
 ```python
 class FlatModel(db.Model, SerializerMixin):
@@ -94,6 +114,7 @@ class ComplexModel(db.Model, SerializerMixin):
    """
    Schema is not defined so
    we will get all SQLAlchemy attributes of the instance by default
+   without `non_sqlalchemy_list`
    """
 
     id = db.Column(db.Integer, primary_key=True)
@@ -104,12 +125,12 @@ class ComplexModel(db.Model, SerializerMixin):
     rel = db.relationship('FlatModel')
     non_sqlalchemy_list = [dict(a=12, b=10), dict(a=123, b=12)]
 
-instance = ComplexModel.query.first()
+item = ComplexModel.query.first()
 
 
 # Now by default the result looks like this:
+item.to_dict()
 
-instance.to_dict()
 dict(
     id=1,
     string='Some string!',
@@ -123,8 +144,7 @@ dict(
 
 
 # Extend schema
-
-instance.to_dict(rules=('-id', '-rel.id', 'rel.string', 'non_sqlalchemy_list'))
+item.to_dict(rules=('-id', '-rel.id', 'rel.string', 'non_sqlalchemy_list'))
 
 dict(
     string='Some string!',
@@ -135,12 +155,12 @@ dict(
     rel=dict(
         string='Some string!',
         non_sqlalchemy_dict=dict(qwerty=123)
+    )
 )
 
 
 # Exclusive schema
-
-instance.to_dict(only=('id', 'flat_id', 'rel.id', 'non_sqlalchemy_list.a'))
+item.to_dict(only=('id', 'flat_id', 'rel.id', 'non_sqlalchemy_list.a'))
 
 dict(
     id=1,
@@ -149,45 +169,87 @@ dict(
     rel=dict(
         id=1
     )
-
+)
 ```
 
 # Customization
-If you want to set default behavior for every model you should write
-your own mixin class like above
+If you want to change datetime/date/time formats for all models you should write
+your own mixin class inherited from `SerializerMixin` like in example below.
 
 ```python
 from sqlalchemy_serializer import SerializerMixin
 
+CUSTOM_DATE_FORMAT = '%s'  # Unixtimestamp (seconds)
+CUSTOM_DATE_TIME_FORMAT = '%Y %b %d %H:%M:%S.%f'
+CUSTOM_TIME_FORMAT = '%H:%M.%f'
+
+class CustomSerializerMixin(SerializerMixin):
+    date_format = CUSTOM_DATE_FORMAT
+    datetime_format = CUSTOM_DATE_TIME_FORMAT
+    time_format = CUSTOM_TIME_FORMAT
+```
+And later use it as usual:
+```python
+import sqlalchemy as sa
+from some.lib.package import CustomSerializerMixin
 
-class CustomMixin(SerializerMixin):
-    serialize_only = ()   # Define custom schema here if needed
-    serialize_rules = ()  # Define custom schema here if needed
+class CustomSerializerModel(db.Model, CustomSerializerMixin):
+    __tablename__ = 'custom_table_name'
+    serialize_only = ()
+    serialize_rules = ()
 
-    date_format = '%Y-%m-%d'  # Define custom format here if needed
-    datetime_format = '%Y-%m-%d %H:%M'  # Define custom format here if needed
-    time_format = '%H:%M'  # Define custom format here if needed
+    id = sa.Column(sa.Integer, primary_key=True)
+    date = sa.Column(sa.Date)
+    datetime = sa.Column(sa.DateTime)
+    time = sa.Column(sa.Time)
 
-    def get_tzinfo(self):
-        """
-        Callback to make serializer aware of user's timezone. Should be redefined if needed
-        :return: datetime.tzinfo
-        """
-        return None
+```
+All `date/time/datetime` fields be serialized using your custom formats 
+To get **unixtimestamp** use `%s` format, others you can find [here](https://docs.python.org/3/library/datetime.html#strftime-and-strptime-behavior)
+
+# Timezones
+To keep `datetimes` consistent its better to store it in the database normalized to **UTC**.
+But when you return response, sometimes (mostly in web, mobile applications can do it themselves)
+you need to convert all `datetimes` to user's timezone.
+So you need to tell serializer what timezone to use.
+There are two ways to do it:
+-  The simplest one is to pass timezone directly as an argument for `to_dict` function
+```python
+import pytz
 
+item.to_dict(timezone=pytz.timezone('Europe/Moscow'))
+```
+- But if you do not want to write this code in every function, you should define
+  timezone logic in your custom mixin (how to use customized mixin see [Castomization](#Castomization))
+ ```python
+import pytz
+from sqlalchemy_serializer import SerializerMixin
+from some.package import get_current_user
+
+class CustomSerializerMixin(SerializerMixin):
+    def get_tzinfo(self):
+        # you can write your own logic here, 
+        # the example below will work if you store timezone
+        # in user's profile
+        return pytz.timezone(get_current_user()['timezone'])
 ```
 
 # Troubleshooting
-If you've faced with 'maximum recursion depth exceeded' exception,
+If you've faced with **maximum recursion depth exceeded** exception,
 most likely serializer have found instance of the same class somewhere among model's relationships.
 You need to exclude it from schema or specify the exact properties to serialize.
 
 
-
 # Tests
 To run tests and see tests coverage report just type the following command
-
-```
+```bash
 make test
 ```
+To run a particular test use
+```bash
+make test file=tests/some_file.py
+make test file=tests/some_file.py::test_func
+```
+
+I will appreciate any help in improving this library, so feel free to submit issues or pull requests.
 
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diff --git a/docker-compose.yml b/docker-compose.yml
index 390dbe5..c1f905c 100644
--- a/docker-compose.yml
+++ b/docker-compose.yml
@@ -9,7 +9,7 @@ x-environment: &environment
 services:
   tests:
     build: .
-    command: ["pytest", "--pylama", "--cov=sqlalchemy_serializer", "--cov-report", "term-missing"]
+    command: ["pytest", "--pylama", "--cov=sqlalchemy_serializer", "--cov-report", "term-missing", "$TEST_FILE"]
 
     depends_on:
       - db
diff --git a/requirements.txt b/requirements.txt
index aa3c484..5855935 100644
--- a/requirements.txt
+++ b/requirements.txt
@@ -1,2 +1,3 @@
 SQLAlchemy==1.3.0
 psycopg2==2.7.3.1
+pytz==2019.1
\ No newline at end of file
diff --git a/sqlalchemy_serializer/lib/timezones.py b/sqlalchemy_serializer/lib/timezones.py
index 5fc2bd3..f647743 100644
--- a/sqlalchemy_serializer/lib/timezones.py
+++ b/sqlalchemy_serializer/lib/timezones.py
@@ -1,8 +1,9 @@
 
+
 def to_local_time(dt, tzinfo=None):
     if not tzinfo:
         return dt
-    normalized = tzinfo.normalize(dt.astimezone(tzinfo))
+    normalized = dt.astimezone(tzinfo)
     return normalized.replace(tzinfo=None)
 
 
diff --git a/sqlalchemy_serializer/serializer.py b/sqlalchemy_serializer/serializer.py
index b17095c..f6fd5c2 100644
--- a/sqlalchemy_serializer/serializer.py
+++ b/sqlalchemy_serializer/serializer.py
@@ -125,9 +125,6 @@ def serialize_date(self, value):
         :param value:
         :return: serialized value
         """
-        tz = self.opts.get('tzinfo')
-        if tz:
-            value = to_local_time(dt=value, tzinfo=tz)
         return format_dt(
             tpl=self.opts.get('date_format'),
             dt=value
@@ -219,6 +216,9 @@ class SerializerMixin(object):
     def get_tzinfo(self):
         """
         Callback to make serializer aware of user's timezone. Should be redefined if needed
+        Example:
+            return pytz.timezone('Asia/Krasnoyarsk')
+
         :return: datetime.tzinfo
         """
         return None
@@ -249,6 +249,6 @@ def to_dict(self, only=(), rules=(), date_format=None, datetime_format=None, tim
             date_format=date_format or self.date_format,
             datetime_format=datetime_format or self.datetime_format,
             time_format=time_format or self.time_format,
-            tzinfo=tzinfo
+            tzinfo=tzinfo or self.get_tzinfo()
         )
         return s(self, only=only, extend=rules)
diff --git a/tests/models.py b/tests/models.py
index 788aff9..71722e5 100644
--- a/tests/models.py
+++ b/tests/models.py
@@ -1,4 +1,6 @@
 from datetime import datetime
+import pytz
+
 import sqlalchemy as sa
 from sqlalchemy.ext.declarative import declarative_base
 from sqlalchemy.orm import relationship
@@ -67,3 +69,33 @@ def method(self):
 
     def _protected_method(self):
         return f'(NESTED)User defined protected method + {self.string}'
+
+
+# Custom serializer
+CUSTOM_TZINFO = pytz.timezone('Asia/Krasnoyarsk')
+CUSTOM_DATE_FORMAT = '%s'  # Unixtimestamp (seconds)
+CUSTOM_DATE_TIME_FORMAT = '%Y %b %d %H:%M:%S.%f'
+CUSTOM_TIME_FORMAT = '%H:%M.%f'
+
+
+class CustomSerializerMixin(SerializerMixin):
+
+    date_format = CUSTOM_DATE_FORMAT
+    datetime_format = CUSTOM_DATE_TIME_FORMAT
+    time_format = CUSTOM_TIME_FORMAT
+
+    def get_tzinfo(self):
+        return CUSTOM_TZINFO
+
+
+class CustomSerializerModel(Base, CustomSerializerMixin):
+    __tablename__ = 'custom_flat_model'
+    serialize_only = ()
+    serialize_rules = ()
+
+    id = sa.Column(sa.Integer, primary_key=True)
+    string = sa.Column(sa.String(256), default='Some string with')
+    date = sa.Column(sa.Date, default=DATETIME)
+    datetime = sa.Column(sa.DateTime, default=DATETIME)
+    time = sa.Column(sa.Time, default=TIME)
+    bool = sa.Column(sa.Boolean, default=True)
diff --git a/tests/test_custom_serializer.py b/tests/test_custom_serializer.py
new file mode 100644
index 0000000..2459ae3
--- /dev/null
+++ b/tests/test_custom_serializer.py
@@ -0,0 +1,28 @@
+from .models import (CustomSerializerModel, DATETIME, TIME, DATE,
+                     CUSTOM_TZINFO, CUSTOM_DATE_FORMAT, CUSTOM_TIME_FORMAT, CUSTOM_DATE_TIME_FORMAT)
+
+
+def test_tzinfo_set_in_serializer(get_instance):
+    """
+    Checks how serializer applies tzinfo for datetime objects
+    :param get_instance:
+    :return:
+    """
+    i = get_instance(CustomSerializerModel)
+    data = i.to_dict()
+
+    # Check time/date formats
+    assert 'date' in data
+    assert data['date'] == DATE.strftime(CUSTOM_DATE_FORMAT)
+    assert 'datetime' in data
+    assert 'time' in data
+    assert data['time'] == TIME.strftime(CUSTOM_TIME_FORMAT)
+
+    # Timezone info affects only datetime objects
+    assert data['datetime'] == DATETIME.astimezone(CUSTOM_TZINFO).strftime(CUSTOM_DATE_TIME_FORMAT)
+
+    # Check other fields
+    assert 'id' in data
+    assert 'string' in data
+    assert 'bool' in data
+
diff --git a/tests/test_tzinfo.py b/tests/test_tzinfo.py
new file mode 100644
index 0000000..5062b9b
--- /dev/null
+++ b/tests/test_tzinfo.py
@@ -0,0 +1,31 @@
+import pytz
+
+from .models import FlatModel, DATETIME, TIME, DATE
+
+
+def test_tzinfo_set_directly(get_instance):
+    """
+    Checks how serializer applies tzinfo for datetime objects
+    :param get_instance:
+    :return:
+    """
+    i = get_instance(FlatModel)
+
+    # Default formats
+    d_format = i.date_format
+    dt_format = i.datetime_format
+    t_format = i.time_format
+    tzinfo = pytz.timezone('Europe/Moscow')
+
+    data = i.to_dict(tzinfo=tzinfo)
+
+    # No change for time and date objects
+    assert 'date' in data
+    assert data['date'] == DATE.strftime(d_format)
+    assert 'datetime' in data
+    assert 'time' in data
+    assert data['time'] == TIME.strftime(t_format)
+
+    # Timezone info affects only datetime objects
+    assert data['datetime'] == DATETIME.astimezone(tzinfo).strftime(dt_format)
+