Today we’d like to introduce you to Sarah Brohm.
Hi Sarah, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Twelve-year-old Sarah always dreamed of going into design and architecture, but life had a different plan. I became a mother at 16, which completely changed the trajectory of my life. I had to leave high school and went straight into nursing school, eventually spending five years working in Med-Surg oncology before transitioning to gastroenterology, where I worked for another three years.
Interestingly, nursing gave me the flexibility to begin exploring my true passion on the side: interior design. It started very humbly, with me picking up yard sale finds on the side of the road and refinishing them. Before I knew it, I had gone from small creative projects to working with full-fledged design clients.
One of those early clients asked me to design their primary bedroom and bathroom. During that project, he mentioned that he was involved in house flipping and asked if I would be interested in working on a few projects with him. That opportunity changed everything. I ended up working on 21 house flips in my first year in business, five of which I completed under his construction company. Those projects became my design education. I learned through hands-on experience, problem-solving, working with contractors, and seeing projects through from concept to completion.
I was also fortunate to have a friend who worked at Parsons School of Design, who helped me learn how to establish trade accounts and navigate some of the design software available at the time. From there, I continued to teach myself and expand my knowledge, eventually learning programs like 2020 and SketchUp, which we now use to create photorealistic renderings and visualizations for our clients.
Looking back, it has truly been a journey of following opportunities, learning as I went, and trusting my creative instincts. I didn’t take the traditional route into interior design, but every experience helped shape the designer and business owner I am today.
And perhaps the most special part of the story is that it has come full circle. The son I had at 16 is now my full-time project manager. The little girl who dreamed of design and architecture could never have imagined the path it would take to get here, but I wouldn’t change the journey that brought me to where I am today.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely was not a smooth path, especially in the beginning. I was learning the design industry as I went, trying to understand industry standards, develop my design skills, and figure out how to run a business all at the same time. I had to learn everything from establishing profit margins and managing cash flow to understanding the true value of my time, knowledge, and expertise.
One of the biggest lessons was learning to value myself as a professional. When you’re passionate about what you do, it’s easy to underestimate the time and energy that go into your work. I had to learn that my time has value, my expertise has value, and if a client is outsourcing a task or trusting me to manage an important part of their project, that work deserves to be compensated appropriately.
Imposter syndrome was another challenge. I was building something new without following a traditional path into the industry, and there were plenty of moments when I questioned whether I was doing things the right way. I had to learn to trust my instincts, recognize how much I was learning through experience, and give myself credit for what I was building.
Then came COVID, which brought its own set of challenges, particularly when it came to navigating business operations, cash flow, and the unpredictability of the industry. Those experiences taught me that being a great designer is only one part of running a successful design firm. You also have to understand the business behind the creativity.
Today, we’re a team of 15, and the organization looks very different from the business I started. Growing a team brings an entirely new level of responsibility, communication, and leadership. One of the most important things I’ve learned is that as a business grows, your systems and processes have to evolve with it, but you cannot lose sight of the core values and processes that made the business successful in the first place.
Looking back, the struggles were an essential part of the journey. They taught me resilience, helped me become a stronger business owner, and showed me that growth isn’t just about how much bigger your business becomes. It’s about building something sustainable, creating the right foundation, and staying true to your vision along the way.
Alright, so let’s switch gears a bit and talk business. What should we know?
What truly differentiates our brand is the way we approach interior design as both a creative discipline and a construction partnership. We don’t believe great design happens in a vacuum. It requires collaboration, communication, and a deep understanding of how a project comes together in the real world.
Our proprietary process was developed during the early years of our business, when we were working extensively on house flips. That experience taught us how to collaborate with builders, anticipate what they need and when they need it, understand the sequencing of construction, and ensure that design decisions are made at the right time to keep projects moving forward. As our business has grown, we’ve refined that process and expanded it beyond flips to spec homes, and now fully custom new builds and renovations.
Today, we offer a full-service, concierge design experience that encompasses everything from construction-phase design and material selections to furniture, lighting, decor, and final styling. We can take a project from the earliest stages of planning all the way through the finishing touches, whether that means furnishing an entire home, styling a room, or adding seasonal decor. Our goal is to make the entire experience feel cohesive, thoughtful, and as seamless as possible.
Communication is at the heart of our process. We understand the language of the trades, the importance of timing, and how critical it is for our design, procurement, and project management teams to work together. Beautiful selections are only one part of the equation; they also have to be procured, delivered, coordinated, and executed properly. Our clients rely on us not only for the vision but also for the follow-through.
Another major differentiator is our network of preferred builders, tradespeople, and vendors. Because we’ve collaborated with these professionals across numerous projects, we can connect our clients with trusted partners and provide meaningful, experience-based recommendations before construction begins. Building a home or undertaking a major renovation can involve a great deal of uncertainty, so having a team of professionals who already know how to work together can make a tremendous difference.
Those relationships are valuable to our trade partners, too. Because we bring them consistent business throughout the year, we have established ongoing partnerships built on trust, communication, and mutual respect. That continuity allows us to advocate for our clients, coordinate more effectively, and help ensure their projects receive the attention they deserve.
Ultimately, we see ourselves as the connector that brings all the pieces together. We bridge the gap between the homeowner’s vision and the realities of construction, creating a process where design, people, products, and execution work in harmony. Our goal is to deliver not just a beautiful finished home, but a well-managed, highly personalized experience from beginning to end.
How do you think about happiness?
What makes me happiest is seeing a vision come to life. There is something incredibly rewarding about taking an idea, working through all the details and challenges, and finally seeing it come together in a finished space. I love watching something that started as a concept on paper transform into a home that feels beautiful, intentional, and personal to the people who live in it.
That moment when everything comes together is what fuels me creatively. Every project is different, and I love that each one presents a new opportunity to think outside the box, solve problems, and challenge myself to see things in a new way. Seeing the finished result gives me the excitement and inspiration to start thinking about the next project and what we can create.
For me, it’s never just about making a space look beautiful. It’s about the journey from the initial vision to the final reveal and knowing that all the planning, collaboration, and hard work have resulted in something tangible. That feeling never gets old, and it’s what continues to drive my passion for interior design.
Pricing:
- We charge between $12-$15 a square foot depending on the complexity of the project.
- We have a minimum design fee of $8,250.00
- We charge a separate project management fee based on the project scope.
Contact Info:
- Website: https://www.uadesigngroup.com/
- Instagram: https://www.instagram.com/ua_design_group
