We caught up with the brilliant and insightful Sarah Littke a few weeks ago and have shared our conversation below.

Alright, Sarah thanks for taking the time to share your stories and insights with us today. Looking back, do you think you started your business at the right time? Do you wish you had started sooner or later

I’m happy with when I started my business — I don’t think there’s ever a “perfect” time to take that leap. Having some life experience helps in any industry, especially when your work involves building relationships with clients, collaborators, and employees. But I also firmly believe you don’t have to have everything figured out before starting. You learn as you go, and that growth becomes part of what shapes you as a business owner.

I started my firm after noticing a market opportunity — friends and family began asking for help with their homes, and I realized there was real potential to turn that into something larger. I’ve always been a hard worker, and the idea of channeling that energy into something where I could see the direct impact and reward of my efforts was incredibly motivating. Looking back, I wouldn’t change the timing — it felt like the right moment to build something of my own.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m the founder of Sarah & Friends Interiors, a residential design studio originally founded in Stockholm and now based in Menlo Park, California. My Scandinavian background continues to shape how I think about space — an emphasis on quality, craftsmanship, and the quiet confidence of thoughtful design.

The studio began in Sweden, where I worked on residential projects that balanced modern sensibilities with a deep respect for character and history. When I later moved to Palo Alto, that foundation evolved naturally. Our work today spans a range of architectural styles — from historic revivals to contemporary new builds — always guided by the same belief that interiors should feel both purposeful and deeply personal.

We collaborate closely with architects, builders, and artisans on high-end homes throughout the Bay Area. Many of our clients are leaders in tech and business who value good design but don’t have time to manage it. Our team leads both the creative vision and the execution — from the earliest space planning and material selections to furniture, art, and styling — bringing clarity and calm to the process and ensuring every detail supports the life our clients want to live.

What I’m most proud of is the trust that has grown over time. Much of our work comes through referrals — from both clients and creative partners — which feels like the highest compliment.

Can you tell us about what’s worked well for you in terms of growing your clientele?

I started the business organically and allowed it to grow at a natural pace, which has given me the ability to be selective about the projects we take on. The relationship between a designer and a client is built on trust, shared vision, and good communication — without that alignment, even a beautiful design can fall flat.

By saying no to projects that aren’t the right fit, we’ve been able to focus our energy on collaborations that feel meaningful and have the best chance of success. That approach has led to stronger results and happier clients — which, in turn, brings in more of the right kind of work.

Because I haven’t pushed for fast growth or built a large team that requires constant volume, I’ve had the freedom to take on only a small portion of the inquiries we receive — and to give each project the attention it deserves.

How’d you build such a strong reputation within your market?

I think transparency and open communication have been key. From the very beginning, we’ve encouraged clients to share honest feedback and to see the design process as a true collaboration. Some conversations can be uncomfortable in the moment, but they build trust and lead to better results. Over time, that openness has become a big part of our reputation — clients know we’ll always be straightforward, responsive, and focused on doing what’s best for the project.

Contact Info:

• Website: https://sarahandfriends.com/
• Instagram: sarahandfriendsinteriors

Image Credits

Photographer: R. Brad Knipstein (all but the photo of the beach house, and kitchen with dramatic marble backsplash