We’re excited to introduce you to the always interesting and insightful SaSha Rachel. We hope you’ll enjoy our conversation with SaSha below.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

From dreaming of mending bones to crafting designs that heal the soul—I would say that my journey that has brought me to where I am today has been incredibly unique, sprinkled with a touch of luck and a whole lot of determination. Hey there, I’m SaSha Rachel, the Founder and Creative Director of Aomih—a design studio on a mission to revolutionize the way we experience the world around us.

My path to discovering that I was a designer was somewhat serendipitous. Growing up, I was drawn to the intricate dance between aesthetics and functionality, but my dreams initially led me down the path of orthopedic pediatric surgery (yes, you heard that right!). However, fate had other plans, and I found myself pursuing interior and architectural design. While they both seem to stand alone, both paths actually have an immeasurable amount of similarities. Highly technical, aiding in my love of systematic problem-solving, providing for communities, and healing-focused, my infatuation with creativity eventually led me to pursue a Bachelor’s of Science in Interior Design.

Through various twists and turns, here I am today—a multi-hyphenate designer with over 10 years of experience in hospitality and commercial design within Texas, Washington State, California and Oregon. My expertise spans interior architecture, interior design, brand development, graphic design, ceramics, and woodworking. It seems like a lot, but there is surprisingly an invisible thread that weaves each of these together! I’ve had the privilege of working on a diverse group of projects throughout my career, ranging from unique hotels to festivals and everything in between.

So how did the formation of Aomih come to fruition? Aomih, which stands for “My Joy” in shortened form from Ayomide, meaning “My joy has come,” a definition that I hope to bring to each and everyone of our clients. Through a pivotal moment in early 2020 and the lingering want to do something more aligned with my ethos and morality, the path to founding Aomih was ignited. I like to say that Aomih is not your typical design agency. We’re driven by a mission to foster community, promote sustainable design practices, and ensure inclusivity across the board. I can easily say that Aomih is a culmination of my passion for problem-solving, community-building, and, of course, beautiful things. Our approach is rooted in creating meaningful spaces and unique experiences that resonate with people on a soul-touching level. Whether it’s crafting immersive brand experiences or designing human-centric interiors, we’re here to alchemize your visions and bring your own ‘joy.’

Our offerings range of services that center around the core principles of creativity, collaboration, and accessibility. From brand developments with strategic framework creations to identity systems development, website design, interior architecture and human-centric design solutions, we are dedicated to crafting experiences that inspire, engage, and elevate. We specialize in human-centric design across a range within the hospitality industry; this includes hotels, restaurants & bar, social communities and events. We also welcome small businesses, food & beverage, and ethical e-commerce.

One of the key problems we solve for our clients is the challenge of translating their vision into a tangible reality, through the curation of cohesive design solutions and strategic frameworks. Whether it’s a small business looking to establish their brand’s identity or a large corporation seeking to create immersive communal experiences, we provide tailored solutions that align with their goals and values.

My commitment to collaboration and community is what I believe sets Aomih apart from the industry standard. With the belief that the best design is born out of collaboration, and the prioritization of building strong relationships with our clients, partners, and communities. Our human-centric approach to design ensures that every project is guided by empathy, inclusivity, and sustainability.

We’re on a mission to partner with brands that share our values and are eager to push the boundaries of what’s possible. If you’re a human-focused brand creating unique experiences, we want to work with you. Whether you’re in hospitality, events, restaurant & bar or social communities; looking to challenge the status quo seeking to make a positive impact, we’re here to alchemize vision into reality.

SaSha, thanks for taking the time to share your stories with us today Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

I would definitely say that my personal mission and ethos are very much intertwined with Aomih’s foundational story. If you take the correlation of my upbringing in Austin, Texas and my immeasurable experience leading monumental commercial interior design projects across the United States – I’ve gotten the honor to see the multitude of different facets within society that weave threads throughout the design industry. As an activist, advocate for healthy materials and sustainable systems, and future leader in the design industry, my mission is threefold: to bring communities together, create healthy spaces/systems, and make good design accessible to all.

Years of working within the hyper-corporate design industry shaped how I design and develop businesses today. With experience across various markets and industries such as hospitality, multi-family, non-profits, events and communities– these experiences formed the thought process of how impactful design is in our everyday lives. From form, to function in addition to the aesthetics and emotions tangible design can evoke.  The mission behind what design truly is quickly conceptualized the ideologies of curation evolving into a vision that aimed to redefine the traditional boundaries of design. It is, beyond the look and feel; it’s about impact, accessibility, and community. So, it began – how do I build a design studio that prioritizes authenticity over gimmicks, aiming to craft unique experiences that evoke genuine connection and engagement?

Having worked extensively with high-profile brands and projects, I realized the importance of making design accessible to all. While my specialty lies in delivering high-level branding and interior solutions, I’ve always been driven by the belief that good design should be attainable for everyone. This ethos has guided my approach as a studio owner and entrepreneur, inspiring me to serve as a conduit for collaborative impact and accessibility.

Even before the inception of Aomih, I was actively involved in initiatives to connect non-profits and small businesses with resources and support from larger brands. This commitment to fostering collaboration and access paved the way for the founding of Aomih—a platform designed to instill strategic frameworks, make sustainability sexy, build unique experiences and to facilitate meaningful connections; while empowering those who may not otherwise have access to quality design services.

As Aomih approaches its first anniversary in April, I am proud of the progress we’ve made and the connections we’ve built. Each project is an opportunity to deliver exceptional design and a chance to make a tangible difference in the lives of our clients and their communities. Through Aomih, I am excited to continue building bridges, breaking down barriers, and creating spaces that inspire and empower.

What’s been the most effective strategy for growing your clientele?

My most effective strategy for growing our clientele? Networking and putting myself out there, plain and simple. While I’m still navigating the world of social media, I’ve found my stride in good old-fashioned face-to-face interactions. Imagine me, nerves and all, confidently approaching influential individuals and delivering a succinct elevator pitch. Admittedly, not every encounter results in a signed contract, but I’ve learned to embrace vulnerability and accept rejection as part of the process. I like to think that I have come to embrace the whole vulnerability thing. You learn to roll with the “no’s” because they often pave the way for those golden “yes’s.”

The key specific to our model is immersing yourself in the right circles. Whether it’s attending industry events, scheduling meetings, or reaching out with a well-crafted message, I’ve found that being present where our ideal clients hang out works wonders. And because Aomih is deeply rooted in hospitality, it’s all about that personal touch and human connection.

While networking at in-person events is our foundation in meeting new brands – it is not organic. So, making sure we are still structured and set up for organic outreach through inquiry formations, and digital interfaces like our website and social media landing pages. I have been incredibly intentional about our connection facilitation to this point in time. As Aomih grows, this will obviously adapt and evolve in a much better way that fits the needs.

By aligning our approach with the energy and ethos of our clients, we’ve had the opportunity to form amazing partnerships and unlocked exciting opportunities. It’s about effectively communicating our value proposition and demonstrating how Aomih can contribute to their success—both professionally and creatively.

How do you keep in touch with clients and foster brand loyalty?

Fostering brand loyalty in today’s fast-paced world requires a delicate balance of general principles and specific strategies tailored to your brand’s framework. As a Founder, we believe in making business decisions with intention, steering clear of cookie-cutter approaches and instead focusing on what truly resonates with our audience. I always say to make your business reasons specific to your brand, and not based on another brand’s success story.

As we approach our first year anniversary in April 2024, we’re in the early stages of building strong relationships within the design community under the guidance of Aomih within an incredibly niche market. Our current strategy revolves around positioning ourselves as a valuable resource, offering adaptable solutions that evolve with our clients’ needs. One exciting initiative on the horizon is the launch of our design journal in August 2024, which will serve as a hub for design solutions, sustainability insights, and community-building discussions. This platform, combined with our newsletter and ongoing collaborations, will provide a tangible demonstration of the expertise and project experience our clients can expect from us.

Additionally, we place a strong emphasis on direct connections and word-of-mouth referrals. By actively engaging with people, attending industry events, and nurturing genuine relationships, we’re able to foster trust and credibility within our network. These personal interactions serve as powerful conduits for spreading awareness of our brand and cultivating lasting loyalty among our clients.

Contact Info:

• Website: www.aomih.com
• Instagram: instagram.com/aomihdesign
• Linkedin: https://www.linkedin.com/in/sasharachel/

Image Credits
Personal headshot by Sarah Dymond: Producer and Photographer; Seattle, Washington