We were lucky to catch up with Sarah Barney recently and have shared our conversation below.

Alright, Sarah thanks for taking the time to share your stories and insights with us today. So, naming is such a challenge. How did you come up with the name of your brand?

The inspiration for Experience 27 comes from the writer Gertrude Stein and her legendary house at 27 Rue de Fleurus, in Paris. At the time I was developing the project I read an article from the New York Times in the 1960’s. It described Stein’s home as being a mecca ‘lovers of the good life’ to meet, argue and discuss the world of art, literature and life. There, she hosted the most important artists of the early 20th century, from Picasso and Hemingway to Fitzgerald and Matisse, along with intellectuals, students and bon vivants of the world. That felt like the right place to start with for inspiration for our modern day 27.

Sarah, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Sarah Barney Born: 1981 Cape Cod, Massachusetts EEUU

I am a professional with almost twenty years of experience in the fashion industry —successfully leading large teams at highly demanding luxury retail companies. Formerly, I was a Visual Director at Saks Fifth Avenue flagship store in New York City, Visual Manager for Juicy Couture overseeing 30+ locations across the US and Canada and have worked on various projects and events for companies like Louis Vuitton and Prada.

In these roles I have opened and lead the design and renovations of over a dozen stores in NYC, Miami, Los Angeles, Vancouver, Toronto, Houston, Atlanta, Boston and Philadelphia.

My vision for 27 is a distillation of my experience, the product of a reflection on the present and future of luxury retail.

With BFA from Pratt Institute of Art in New York, NY I originally studied Fine Art.

27 is a cumulation of my love for fashion, art and design with the goal to make 27 an intimate space to celebrate this.

Our name honors the studio of novelist, poet, playwright, and art collector Gertrude Stein, at 27 rue de Fleurs, Paris—“‘a Mecca for the modern-minded’, a vibrant meeting hub for artists and bon vivants who loved culture and the good life”.

27 is a luxurious culture-centric retail and art space, a destination that welcomes customers to enjoy memorable experiences that interweave the arts designer’s collections to build powerful emotional connections.

Our business mission is to reinvent the luxury shopping experience by merging a new concept of online sales with in-person in-person shopping – in the style of the great fashion houses of the past – and the culture that inspires it while focusing on independent designers.

Four times a year we rotate the art, design and furniture shown in our physical space creating a new discoveries for our clients each time they enter our space.

We relocated recently to a new space on Calle Lagasca 28, Madrid – maintaining the avant-garde and
exclusive spirit that has always characterized us. We opened with a show “Portals” by the amazing artist Jonathan Freemantle and are currently showing a selection of works by Natural Arts Studio (Catalina Richini and Natalin Abad).

Have you ever had to pivot?

I moved to Madrid, Spain from New York in 2017. My now ex-husband is Spanish and due to a change in his work circumstances, we moved here at that time. With a six-month-old and a ten-year-old in tow, I found myself in a foreign country, unable to speak the language and disconnected from my established corporate career of nearly two decades in the New York fashion industry.

This transition pushed me into an unexpected journey of self-discovery. I realized that, for me, work was more than just a job—it was a crucial part of my identity. Faced with the challenge of acclimating to Madrid, I delved into an exploration of my professional values and the direction I envisioned for the fashion and retail industry.

Despite the financial challenges, exacerbated by the COVID-19 pandemic, I decided to go for it. In June 2021 we opened our store, Experience 27, and launched our online platform, experience27.com, in October 2021.
Embarking on entrepreneurship in a foreign language, in a country with unfamiliar systems, was undoubtedly daunting. Yet, the experience has been transformative. Each step has been a lesson, and I don’t regret the decision.

The journey of establishing Experience 27 was intertwined with significant personal challenges—a sudden loss of my father in the U.S., my oldest son making hiw own life-altering decisions, and the end of my marriage.

However, amid this roller coaster of emotions, I forged a strong team and assembled my own family in Spain, created a space loved by our clients, and built invaluable connections with remarkable collaborators in art, design, fashion, and business.

In retrospect, it was crazy to start a business in the circumstances that I was in. But I can attest that navigating these complexities has been a profound learning experience. I am still sorting through new challenges every day, but the journey has been instrumental in shaping both my professional and personal growth.

Any advice for managing a team?

For me, effective team management and maintaining high morale boils down to four key principles: honesty, consistency, flexibility, and kindness.

Leading a small but highly collaborative team in the sectors of art and fashion comes with its own set of challenges. Recognizing the rewards and risks inherent in a business like ours is crucial, and as the leader, transparency is my guiding principle. Honesty is the cornerstone of our communication. Whether we’re navigating difficult moments or celebrating successes, my team is always in the loop. This transparency fosters a creative and innovative mindset, especially during challenging times, as everyone understands the business’s full picture.

Owning a business has taught me the importance of patience, faith, and consistency during inevitable downturns. By remaining steadfast in my commitment and work ethic, I set the tone for my team to weather challenges with resilience.

While I may not compete with the perks of large multinational corporations, I make up for it through flexibility. Understanding the diverse needs of my team, we ensure flexible scheduling that accommodates their personal lives, be it for rest, vacations, health, or family emergencies.

Creating a supportive and enjoyable work environment is non-negotiable. Despite being a business, I prioritize kindness and maintain an open-door policy. My team feels safe and encouraged to share their ideas, visions, and concerns, fostering a culture of collaboration and trust.

It’s not just about business acumen; it’s about building a community based on basic principals of respect.

Contact Info:

• Website: https://experience27.com/
• Instagram: https://www.instagram.com/experience.27/
• Linkedin: https://www.linkedin.com/in/sarahbarneydiaz/

Image Credits
Asun Penalva