New England Maker: Sara Fitz Studio

As you know by now, I love sharing about companies and products we love on the blog and our Instagram - and most especially those made right here in New England.  Next in our series of interviews from New England Makers, we have the Sara Fitzgerald O’Brien of Sara Fitz Studio!   

New England Maker:  Sara Fitz

Sara Fitz is best known for her beautiful coastal-inspired watercolor prints and stationery. More recently they have expanded to carry fabric and wallpaper as well as home goods such as pillows, plates, and more!

Tell me a little bit about yourself and your business.

New England Maker:  Sara Fitz

I'm the mom of two beautiful little boys and the wife of a super sweet guy named Miles. We've been married for almost 11 years.  I'm an artist and designer with a Master's in architecture and minors in visual arts and painting. I've been in the creative industry since about 2007 (on and off around having babies). Our family lives along the coast of Maine and frequents Nantucket Island. I'm constantly inspired by the beauty around me. We spend a lot of time at the beach, exploring seaside towns, and feeling grateful to love where we live. Together with Miles, I own Sara Fitz. Our company is a New England-centric lifestyle brand, launched in 2016.  Sara Fitz incorporates my watercolor illustrations onto a variety of goods; various lines including wallpaper, textiles, gift wrap, and other small-batch collections. The aesthetic of our brand is coastal and clean, yet detailed, colorful... with a bit of whimsy. My goal as an artist is to celebrate those simple everyday things that one comes across when they're in New England, like a vintage life jacket or a vase of hydrangeas. 

New England Maker:  Sara Fitz

How did you start Sara Fitz Studio? Had you been making watercolors for a while or was this a new venture for you? How did you make the leap into offering home goods as well?

Back in 2007, prior to having our boys, I founded a custom stationery studio. It was focused solely on weddings and events, and the papers were designed around my watercolor artwork. I very much enjoyed my day-to-day and ran the studio happily for quite a few years.  When I found out we were having our second baby, I decided to take a step back from the industry to soak in all the amazing mama moments. I stayed home full-time with my kiddos (and loved every second, knowing it was a fleeting time). There was always the intent and desire to re-enter the industry in one way or another when the time was right. And Miles and I had dreamed of one day working together -- designing a family business. In 2016, our dream became reality and we officially launched Sara Fitz. In many ways, the company is a rebrand of my original studio, in that we continue to offer custom wedding stationery, as well as our lines of home goods. 

As far as watercolor goes, I've been enjoying the medium for as long as I can remember. Most people think of watercolor as lax and unbound. Funnily enough, what I thrive on is my ability to control it, to give it shape, detail, and crispness. I love the range of color one can achieve, the lightness, and the transparency. There's an authenticity to watercolor that I gravitate toward.

Expanding Sara Fitz into the lifestyle arena came somewhat gradually, but very intentionally. Both Miles and I grew up around interior designers (our moms) and find ourselves drawn to many aspects of design in our daily lives. It felt very natural to branch into collections that encompass what we enjoy most about design: simplicity and color, a coastal casual look. We began by introducing framed art prints and then gift wrap. This past summer we announced lines of wallpaper, textiles, pillows, dishware and a few other fun goods! It's been an exciting road!

New England Maker:  Sara Fitz

What does a typical day look like for you?

I tend to be an early riser (when you have little ones, there's not much of a choice!). We start our day at about 6 a.m., taking our time with family breakfast and chatting about the day ahead. The boys head off to school and Miles and I have a quick work meeting to get on the same page. Often I'll spend some time in my studio painting (either a commission project, custom wedding or new design for the brand). I'll likely be on the phone quite a bit, and answering emails. When we're introducing a new product, there's a prototyping period that I really enjoy, including testing out/tweaking designs. Each day looks a bit different, and some are more creative than others, but I love so many aspects of running Sara Fitz and feel incredibly lucky to have the opportunity to pursue my goals for the company.  

New England Maker:  Sara Fitz

What is your favorite part about owning your own company? And least favorite part?

My favorite part is the creativity... turning my ideas into reality. To see our products used and enjoyed by our clients is so satisfying. It brings me a lot of happiness. It means a lot to me and Miles that our boys can witness our hard work and determination, as well... and they take pride in Sara Fitz. That's quite special for us. 

My least favorite part? I think when you run your own business you want to do all the things. While wonderful, working for yourself can certainly be exhausting and stressful. It is definitely non-stop.  I struggle with feeling like I'm not accomplishing as much as I'd like.  (I'm a perfectionist, for sure -- so keeping that in check can be a challenge).

New England Maker:  Sara Fitz

What has been the most exciting moment for Sara Fitz Studio since you started?

Honestly, there have been so many moments since we launched that have felt surreal. We've had the chance to work alongside some very inspiring people, which is always a treat! I'd say our recent home goods launch will stand out to me as an exciting achievement! There was a tremendous amount of effort put in behind the scenes, a team of people coming together, a lot of balls in the air. I'm proud of the direction we're headed.

New England Maker:  Sara Fitz

What advice do you have for people just starting out?

I think the most important thing I'd say is to keep your eyes on your big picture. Remain authentic and true to your vision. I believe it's important to emphasize what makes us unique. Believe in yourself and your ideas and know that everything takes TIME... more time than you'd think, and a ton (a ton) of hard work. Don't be afraid to ask for help. Guidance and advice from others can really go a long way. Roadblocks will happen often, you've just got to stay motivated and push through. 

New England Maker:  Sara Fitz

What is your long-term goal? Where do you see yourself in five years?

We have quite the long to-do list over here! Over the next few years, I'd be thrilled to continue doing what we've been doing, branching into the interior design arena with our product lines,  exploring new designs, and enhancing our existing collections. I love the idea of collaborating with other brands on creative projects and hope to do more of that in the future. Perhaps at some point, we'll have a small flagship shop that represents our brand.

New England Maker:  Sara Fitz

Who’s one of your favorite New England makers?

There are so many talented makers in New England! One that never ceases to inspire me is Erin Flett. You know what she does that I just love so much? She cares. She sincerely cares about encouraging others, putting out positivity, and creating beautiful, happy products. I really appreciate and respect that :)

Sara Fitz Logo

Keep up with Sara Fitz Studio!


DO YOU OWN A NEW ENGLAND-BASED BUSINESS AND WOULD LIKE TO BE FEATURED IN AN UPCOMING INTERVIEW?  OR WOULD YOU BE INTERESTED IN HAVING ME STYLE, REVIEW, AND FEATURE ONE OF YOUR PRODUCTS?  
Please drop me a note.  


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