To listen to the full audio version of this interview go to Creative Wonder on Spotify.

A Creative Journey Rooted in Experience

With over 25 years in interior design, Sarah St. Amand has built a career that blends creativity, technical expertise, and real-world experience. After studying at Sheridan College, she began in the corporate world with Benjamin Moore, working on retail space planning and media appearances before transitioning into residential design, where she now focuses most of her work.

Her journey reflects an important truth: careers often evolve alongside life changes, and success comes from adapting while staying true to your strengths.

Finding the Right Path

Sarah’s creative direction was shaped early on by her mother, who recognized that she was not suited for a traditional career path. Instead, she leaned into her natural creativity, gaining early experience in a décor shop.

Key takeaway: Recognizing and nurturing creative strengths early can shape a fulfilling career path.

Building a Business Through Hustle

Starting part-time while raising her daughter, Sarah eventually grew her business out of necessity as a single parent. This period pushed her to refine her skills and differentiate herself in a competitive industry.

She emphasizes:

• Getting in front of clients
• Showcasing unique value
• Adapting services to different budgets

“There’s always a way to help someone, no matter their budget.”

This inclusive approach helps break the stereotype that interior design is only for the wealthy.

Interior Design vs. Interior Decorating

A major misconception in the industry is the difference between decorating and design.

• Interior Decorating: Focuses on aesthetics (furniture, colours, finishes)
• Interior Design: Includes technical planning, such as layouts, construction coordination, and drawings

Important distinction: Interior designers combine creativity with technical expertise to ensure spaces are both beautiful and functional.

The Missing Piece: Business Skills

Like many creative professions, formal education often lacks training in business fundamentals.

Sarah highlights gaps such as:

• Pricing services
• Managing clients
• Handling finances
• Navigating conflict

“Running a business isn’t just about the creative. It’s about profitability and communication.”

She credits real-world experience and mentorship for filling these gaps.

The Challenge of Pricing Creativity

One of the toughest aspects of creative work is assigning value to intangible skills.

Clients may underestimate the effort behind decisions that seem simple, such as choosing finishes or layouts. In reality, each choice involves multiple layers of research, coordination, and expertise.

Her solution:

• Use clear communication
• Offer transparent pricing structures
• Set expectations early to avoid “scope creep”

Key idea: Clients don’t just pay for the result, they pay for the process and expertise behind it.

Designing for the Client

Understanding the client is central to Sarah’s process. She uses tools like Pinterest boards to identify preferences and uncover patterns in what clients like—and dislike.

She also considers:

• Lifestyle habits
• Communication preferences
• Functional needs

“Good design isn’t about your style, it’s about interpreting the client’s.”

The Psychology of Space

Interior design has a powerful impact on how people feel in their homes.

• Color influences mood
• Layout affects functionality
• Personal touches create emotional connection

“A well-designed space can change how you feel the moment you walk in.”

Even small, budget-friendly changes, like paint, can dramatically transform a space.

Technology and the Rise of AI

While technology offers efficiency, Sarah sees limitations in AI-generated design.

Challenges include:

• Lack of real-world practicality
• Unrealistic expectations
• Loss of authenticity

“AI can generate ideas, but it can’t replace real experience and human understanding.”

She believes technology should support, not replace, creative professionals.

Staying Inspired

To keep ideas fresh, Sarah actively seeks inspiration through:

• Trade shows like High Point Market
• Social media platforms
• Industry publications and networking

She also prioritizes sourcing unique and non-mainstream products, helping her clients achieve distinctive results.

A Career Highlight

One of her proudest achievements is transforming a historic home into her design studio, showcasing her ability to reimagine spaces.

This project represents:

• Creative control
• Technical expertise
• Personal vision

“Trust the process. Creatives do their best work when given the freedom to create.”

Final Thoughts

Sarah’s story highlights the balance between creativity, business acumen, and human connection. Her approach proves that successful design is not just about aesthetics, it’s about understanding people, solving problems, and delivering meaningful spaces.

Core message: Great design is where creativity meets function, communication, and real-life experience.

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