We recently connected with Sara Hayat and have shared our conversation below.
Sara, thanks for joining us, excited to have you contributing your stories and insights. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?
My journey from idea to execution in launching my furniture business involved taking cues from my heritage and innovation. I drew a lot of inspiration from my childhood memories where furniture was not just part of the decor but a storyteller of lives lived within those walls. Drawing from a rich legacy of furniture manufacturing dating back to 1870, my path was paved with both the wisdom of generations and a personal vision for transforming spaces through design. The initial spark came from a profound understanding of furniture’s impact on people’s lives, ingrained in me since childhood. Surrounded by the legacy of my family’s craftsmanship, I grew up recognizing that each piece of furniture could tell a story about its owners. This realization set me on a quest to create furniture that wasn’t merely functional but also emotionally resonant, capable of transforming an environment and the experiences of those within it.
My design philosophy developed through a combination of respect for tradition and an eagerness to innovate. I remember I would delve into catalogs I had brought with me from home in Pakistan that dated back to the late 1800s and early 1900s, absorbing the timeless nature of historical designs while drawing inspiration from modernists like Oscar Niemeyer and Joaquim Tenreiro. I would take from each of them things that resonated with the most. I would ask, “what is it about this design that I’m drawn to it?” I would note down the specific elements of these designs that caught my attention and make a repository of it – whether it was the finish or a curve, I would note it down. I would also note down how a particular design made me feel. I would then integrate lessons from mental models and how design influences behavior, which led me to reflect deeply about the essence of furniture and its role in shaping human experiences.
The challenge then, was to distill these myriad inspirations into tangible designs. I began with first principles thinking, asking fundamental questions about the purpose and potential of furniture. This led to sketching and conceptualizing pieces that encapsulated both the emotional and functional aspects I valued, adding to each design, details that would make a mundane chair unique. The design notes were not limited to furniture designs of the past but were heavily influenced by everything from automotive aesthetics to sneakers and architectural marvels, embodying qualities of beauty, durability, and utility.
When I would illustrate my designs, the big question I would ask myself is, ‘does it pass the Aesthetic Force test?’
Dr. Sarah Lewis describes it as the power of art, or music, or a piece of writing that moves you, “to leave us changed – stunned, dazzled, knocked out. It can quicken the pulse and make us gasp in astonishment. Its importance is its animating trait – not what it is but what it does to those who behold it in all its forms.”
Visually, I wanted my designs to grab attention – to be able to anchor you in the present even if for a moment. Things that are whimsical and playful have a way of doing just that. If we take the T-4 modular, I want people to have fun and be playful in how they use it. For me, how we interact with furniture is so important. I thought about my kids when making this piece. It is made from soft cushioning covered in lush velvet so it can be used when pulled apart but also serve as a sleek, modern sofa when put together. I imagined my kids making forts with it one day and pretending it’s the Millenium Falcon the next!
Once I had my designs locked, I realized that explaining to the craftsmen at the factory would prove to be a challenge. I could not successfully translate the details that I envisioned on paper. So i seeked the help of an architect who would help me create 3D models of all my designs. With over 20 unique designs, it took us a year to bring my drawings to life. I created renders that the craftsman could then work on making samples. At this point I had launched my website with the renders. I had to test out the designs. At the end of the day, if people don’t like or want my designs in their homes, then there’s no point making them. Luckily we received a huge amount of press within 3 months of the launch and also won a design award that same year. The process involved not just technical creativity but also logistical planning, sourcing materials, and refining manufacturing techniques inherited from craftsmen that work at my family’s factories, while incorporating modern innovations.
Looking back on the path from idea to execution, it’s clear that launching my business was not merely about starting a company but about continuing a legacy. It required learning from the past while boldly stepping into the future. I tried to navigate the complexities of design, manufacturing, and market introduction with understanding of furniture’s role in human life.
Each piece was made with utmost attention to both form and function. The pieces are exclusive, with beauty and comfort in mind. I want my designs to bring joy, foster connection and facilitate meaningful interactions. I want my pieces to dazzle, anchor us in the moment and remind us of what we can be.
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 learned from my family that furniture design is not just decorative, but it can be a powerful force that affects how we feel, what we do and how we see the world.
A few years ago my dad was diagnosed with a brain tumor and it was devastating for us. My parents have been larger-than-life figures in our lives and his diagnosis brought up a lot of memories from childhood. They created a warm and vibrant home environment for us and taught us the value of human connection and beauty.
My parents were really into music, different forms of art, books and design and I feel lucky to have grown up around so much inspiration. My dad’s really into photography and at one point we even had a dark room in our home where he’d develop film. Every weekend, he would put on Vivaldi or one of those Windham Hill CDs and read his books. If we’d been expecting guests for dinner, my mom would write this elaborate menu and style our drawing room a certain way. She would make these small seating arrangements and fuss over the lighting while my dad would try and come up with the perfect playlist.
They were such artisans that their design aesthetics permeated everything around us without ever feeling forced. I realized that I wanted to create my own version of that tradition of using design to create feelings of warmth and connection facilitated by what we surround ourselves with.
I remember the exact moment when I decided I needed to get out of finance and really throw myself into design. I was watching The Final Table and Chef Grant Achatz was talking about one of his favorite dishes – a helium filled balloon dessert. He was talking about the joy he saw on people’s faces when they would take a bite of it and their voice would change. No matter what age they were, as soon as they would inhale that helium and start talking the whole table would burst out laughing! Whether it was a grandmother or a child, you could see pure joy on their faces. They were present at that moment, connecting with their family and friends, and enjoying this outrageous dessert. I want to create that feeling of connection and wonder through my designs.
So many fantastic designs exist, I wanted to create a comprehensive collection that contributes value and has meaning. I saw that this was something that was missing in furniture design. Everything became beige and every home looks more or less the same. I wanted people to have unique pieces and customize them in a way that would reflect their personality. This was a tall order and I realized the type of customization I wanted to offer came at a price so for the last year or so, we have worked hard to bring down costs and provide unique designs at a lower price point.
Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?
GPT Numerous books and podcasts have profoundly influenced my approach to team management and business operations. Central to these lessons is the realization of the immense power of personal accountability. In the early stages of any venture, obstacles seem insurmountable, but I’ve learned that my limitations in imagination and knowledge should not deter me from overcoming challenges. It became clear that for every problem I encountered, numerous others had faced similar situations and emerged victoriously. Ultimately, the responsibility for achieving my goals rests solely with me, not with external factors like interior designers, architects, or industry magazines. Every setback is an opportunity to work harder and smarter.
From Jim Dethemer’s Conscious Leadership, I absorbed the vital principle of accountability. This book, along with the practice of journaling—not necessarily daily, but as a tool to reflect on recurring issues—has been instrumental in refining my strategies and responses. It taught me the importance of recognizing what isn’t working, documenting these observations, and pivoting accordingly. This process of iteration is crucial for progress.
My understanding of decision-making was enhanced by Anne Duke, while Daniel Kahneman introduced me to the concept of unconscious biases. Dr. Sarah Lewis educated me on the “power of aesthetic force” and underscored the importance of fellowship, encapsulating the idea that “Vision requires fellowship.” Angela Duckworth’s insights into the significance of grit and Brene Brown’s teachings on empathetic leadership further shaped my perspectives.
These resources, among others, have not only molded the way I conduct business but also how I perceive success and leadership. They’ve taught me that diverging from conventional wisdom and staying true to myself and my vision is not only acceptable but necessary. My aim is not just to succeed in business but to inspire those I interact with, leaving a lasting impact that transcends the confines of traditional business metrics.
We’d love to hear a story of resilience from your journey.
I’ve got quite a few stories to share, especially from the challenges we faced in the latter half of last year but I’ll keep it brief. Picture this: as the second half of last year unfurled, my team and I developed a sort of morning ritual. Each day, we’d gather, steeling ourselves for what felt like the inevitable chaos of the day ahead.Our experiences ranged from dealing with broken contracts and clients not making payments to facing break-ins.
More recently, we made a significant decision to change how we manufacture our pieces to offer our clients the best mix of quality and price. This change was fraught with uncertainties, and initially, I found myself defaulting to panic in these unknown situations. Let me just say, panicking does not help! I am thankful that I have a great team and support system and every single time after the initial shock would wear off, we would laugh at problems we’ve landed ourselves in and figure out how we can get out of it.
Realizing that besides experiences growing pains, facing unknowns is inherent in any business. And so, I began to learn more about mental agility, using breath control techniques to calm myself down and approach problems more productively. It’s still a work in progress, but I’ve learned that things often have a way of working themselves out, even when you can’t control every aspect of the process. This experience has taught me a lot about handling unknowns and the importance of staying adaptable.
Contact Info:
- Website: www.sara-hayat.com
- Instagram: /sarahayatdesign
- Facebook: /sarahayatdesign
- Linkedin: /sarahayatdesign
- Other: Pinterest: /sarahayatdesign
Image Credits
Sara Hayat Design