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

Sara, appreciate you joining us today. We love asking folks what they would do differently if they were starting today – how they would speed up the process, etc. We’d love to hear how you would set everything up if you were to start from step 1 today

If I were starting Storie Collective all over again, knowing everything I know now, I would do a few key things differently — not because I have regrets, but because experience sharpens your instincts in ways nothing else can.

First, I would start with a much clearer definition of the types of projects — and clients — we take on. Early on, I said yes to things that weren’t the right fit, simply because I thought I needed the volume or felt obligated to build quickly. Today, I understand how important it is to be intentional about alignment from the beginning — not just in terms of aesthetics, but also in communication style, respect for process, and shared values.

Second, I would build operational structure sooner. When you’re in the creative space, it’s tempting to focus only on the design work, but the behind-the-scenes systems — project management, client communications, financial tracking — are what create the foundation for the business to scale with less chaos. I would have invested earlier in technology, templates, and hiring administrative help to allow me to stay focused on the creative work and client relationships.

Third, I would have trusted myself more. In the beginning, it’s easy to look outward and feel pressure to emulate what others are doing. But I realize now that the reason Storie Collective stands apart is because of a very specific, intentional approach — layering architecture, antiques, materials, and a lived-in feeling of luxury. If I had leaned fully into that vision from the start, rather than second-guessing it, I would have gotten to where we are today a little faster.

Lastly, I would pace myself differently. Growth for the sake of growth isn’t sustainable. Protecting the quality of work, my personal peace, and the culture of the firm is something I prioritize fiercely now. I would build slower, smarter, and with even more boundaries around time and energy.

It’s a beautiful thing to look back and see how far we’ve come — but also exciting to imagine how I would apply these lessons to a brand-new beginning.

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.

I’m Sara Swabb, the Founder and Creative Director of Storie Collective, a Washington, DC-based interior design firm specializing in high-end residential projects. We work with clients who are building or renovating their homes from the ground up — often historic properties or deeply personal new builds — and our work focuses on crafting richly layered, architecturally attuned interiors that feel collected, lived-in, and effortlessly elevated.

My path to interior design wasn’t a straight line. I started my career in business and marketing, but always found myself drawn to spaces — how they shape the way we live, and how thoughtful design can make the everyday feel extraordinary. After years of refining my eye, studying the craft of interiors and working to build another design firm, I founded Storie Collective with a vision of doing things a little differently: fewer projects, deeper relationships, and a commitment to homes that feel personal and cohesive, not formulaic.

At Storie Collective, we provide comprehensive interior design services, often starting at the architectural stage and carrying through to the final layer of furnishings, textiles, and art. We specialize in whole-home projects where design decisions are made holistically, ensuring flow, cohesion, and livability at every scale. Our team leads projects from initial concept and space planning through selections, procurement, and installation. We collaborate closely with architects, builders, and artisans to bring each home to life, and we often stay with our clients for multiple homes over many years.

The problems we solve go far beyond picking furniture or paint colors. Our clients come to us for clarity — to help them define and articulate their vision, to streamline the overwhelming number of decisions, and to guide a complex process with experience, organization, and taste. We serve as creative partners, advocates, and project managers, helping our clients build homes that feel deeply personal while standing the test of time.

What sets Storie Collective apart is our commitment to storytelling through design. We believe that a beautiful home isn’t about trends or status; it’s about creating an environment that feels meaningful — layered with history, materiality, craftsmanship, and a natural sense of ease. We’re known for blending antique and vintage pieces with new work, emphasizing quality over quantity, and grounding our designs in natural palettes, rich textures, and thoughtful architecture.

I’m most proud of the relationships we’ve built — with clients, collaborators, and artisans — and of the trust our clients place in us to create the backdrop to their lives. I’m also proud that we’ve maintained a boutique approach: staying intentionally small to ensure each project receives the time, energy, and creativity it deserves.

For anyone learning about Storie Collective for the first time, what I hope they take away is this: we create homes meant to be lived in, loved, and passed down. Spaces that feel collected, never decorated. Designs that respect architecture, embrace beauty, and reflect the people who call them home.

What do you think helped you build your reputation within your market?

I believe our reputation at Storie Collective has been built just as much on how we approach our work as what we create.

This business is so much about communication style, consistency, and clarity — not just with clients, but with the entire project team. It’s essential to translate creative ideas in a way that’s clear and actionable — both for clients, who may not be visual thinkers, and for the contractors, vendors, and craftsmen who are responsible for bringing those ideas to life. We put a strong emphasis on making sure that creative intent is communicated with enough specificity that it can actually be executed well in the field.

We’ve always been intentional about maintaining a thoughtful, organized approach, with clear expectations and consistency throughout the project. That structure builds trust — and trust leads to strong word-of-mouth referrals and lasting relationships, both with clients and collaborators.

Most of our work comes through personal referrals, often because of the experience clients and partners have had working with us — the feeling that the process is creative, collaborative, but also clear and well-managed.

I’m proud that we’ve built a reputation for designing thoughtful, collected interiors — but just as importantly, for creating an experience where both clients and project teams feel supported, understood, and set up for success.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

There are a few books and resources that have really shaped the way I think about building and managing both a creative business and a creative life.

“The Creative Act: A Way of Being” by Rick Rubin is a recent favorite. It’s not a traditional business book, but it deeply resonated with how I view the creative process — as something that requires presence, patience, and an openness to both discipline and intuition. It’s helped me give more space to the less linear parts of building a design business, where not everything can be rushed or perfectly planned.

“The E-Myth Revisited” by Michael Gerber was hugely influential when I first started Storie Collective. It drove home the importance of building systems — not just offering a service. In the creative fields, it’s easy to focus only on the artistry, but sustainable growth comes from treating your creative work like a real business, with structure and intention behind it.

“In Praise of Shadows” by Jun’ichirō Tanizaki has also stayed with me over the years. It’s a beautiful meditation on light, shadow, and the subtlety of beauty — and it’s influenced not just how I approach interiors, but how I think about creating atmosphere, emotion, and quiet luxury in everything we design.

In terms of management philosophy, I also constantly revisit interviews and essays by artists and entrepreneurs who have chosen a path of slow, intentional growth over fast scaling. Hearing from people who have prioritized quality, relationships, and integrity — even when it meant growing more slowly — has given me permission to build Storie Collective in a way that feels aligned with my values, rather than chasing a more traditional or externally driven idea of “success.”

I believe the best creative businesses are a blend of structure and soul. These books and ideas have helped me protect that balance as we’ve grown.

Contact Info:

• Website: https://www.storiecollective.com/
• Instagram: https://www.instagram.com/storiecollective/
• Linkedin: https://www.linkedin.com/in/saraswabb/

Image Credits

Stacy Zarin Goldberg