My Start-up Story: Founder & creative director at Studio Vitor, Sarah Vitor
Egyptian-born interior architect Sarah Vitor is the founder of Studio Vitor, a design studio that pushes the boundaries of creativity while fostering connection to the space. Here she reflects on the journey so far and shares some words of wisdom for aspiring entrepreneurs.
From a young age, I’ve been captivated by the world of design. Growing up in a family of architects and property developers, I was constantly immersed in the world of art and architecture. My upbringing was further enriched by living between two countries, Egypt and Ireland, each with its own vibrant culture and rich artistic heritage, both deeply rooted in design and creative expression.
While most young girls my age were playing with dolls, I was more interested in building and furnishing their dollhouses. It was clear to me then: interior architecture and design was my calling.
I was fortunate to complete a double minor bachelor’s in Interior Architecture and Art at the American University in Cairo (AUC), and following my graduation, I took my passion to the University of Westminster in London, earning my master’s degree in Interior Architecture and Design.
From royal residences and remote boutique hotels to ski chalets, hunting lodges, private estates and family homes, castles, and unique restaurants and bars, my portfolio reflects extensive knowledge across diverse designs and styles.
My professional journey began in London, working with some of the city’s most renowned design studios and under the mentorship of influential designers who truly shaped my approach and honed my skills.
With over 17 years of experience, I’ve had the privilege of working on a wide range of prestigious projects worldwide. From royal residences and remote boutique hotels to ski chalets, hunting lodges, private estates and family homes, castles, and unique restaurants and bars, my portfolio reflects extensive knowledge across diverse designs and styles.
Travelling the world and overseeing these extraordinary projects has been a remarkable journey. After years of working in the fast-paced London design scene, my husband and I made the decision to pack up our lives and move to Ireland, a place that holds a very deep personal meaning for me, as my family is originally from Waterford. It felt like the perfect place to raise our children and establish our own home. Opening my own design studio here in Ireland was a natural next step, one that merges my love for design with my love for this beautiful country.
The experiences of the past have laid a strong foundation for the future of the studio, and I am excited to continue creating spaces that inspire, all while living the creative life I’ve always dreamed of: doing what I love in the country that I love.
A crystalline vision
Drawing from my diverse upbringing and career journey, my biggest business goal is to create a design studio that not only pushes the boundaries of creativity but also fosters a deeply personal connection to the spaces we craft. I want to design with intention, focusing on crafting environments that are meaningful as they are beautiful. Spaces that reflect authenticity, tell a story, evoke emotion, and ultimately enhance the lives of those who experience them.
While we’re still in the early stages of our journey as a studio, our vision is clear: to bring together a team of skilled designers and artisans who can thoughtfully and creatively blend global influences with local expertise.
At the heart of our ethos is a deep respect for craftsmanship; it’s a philosophy we design by. We believe that authentic beauty in design is born from a true respect for materials, technique, and tradition.
Each project we undertake is an opportunity to celebrate unique artistry and craft unique designs, ensuring our interiors are not only captivating to the eye but that stand as timeless works of art.
More than just a business, my vision is to create a studio where creativity flourishes. I want our studio to be a place where both my team and our clients feel energised by the possibilities of design, where every project becomes an opportunity to explore new concepts, push boundaries, and bring fresh perspectives to the table.
I decided to start my own business because, after years of working in prestigious design studios and honing my skills, I came to realise that I wanted the freedom to shape my own vision and build a space where my passion for design could thrive without limits. On a personal level, the decision was also about making a change in lifestyle.
After years of living and working in London’s fast-paced design scene, which, while incredibly rewarding, was also exhausting, my husband and I decided it was time for a change. We moved our family to Waterford, where my family are originally from. This allowed us to be closer to family and give our children a quieter, more balanced way of life.
The decision to start my own business in Ireland felt like the natural next step. It was about more than just career progression; it was an opportunity to build something uniquely my own—one that reflected my personal approach to design, my commitment to craftsmanship, and my belief in the power of creativity to transform spaces.
The logistics
I started the studio from the ground up, driven solely by vision, passion, and determination. The start-up costs were manageable, which allowed me to take the leap without the need for external funding.
Drawing on the connections I had built during my time in London and the business knowledge I had gained, I focused on laying a strong foundation for the studio’s growth. I personally funded the development and launch of the website, ensuring it truly captured the essence of what the studio represents. In addition, I took charge of managing our social media platforms, using them as a key tool to build our presence and connect with a wider audience. It was a hands-on approach, but one that gave me the control and clarity I needed to shape the studio from the inside out.
Before setting up my business, I didn’t participate in any formal business training or programmes. Instead, my experience came from years of working in design studios, where I was exposed to the practical aspects of running a business, including client management, project coordination, and the financial side of design work. These experiences, along with the mentorship I received from renowned designers, gave me a solid foundation in the business of design.
In recent years, however, I have made a conscious effort to invest in developing key skills to run a successful business. I’ve focused on improving my management abilities, honing my financial planning knowledge, and learning how to effectively market my studio.
It’s easy to focus on immediate costs or goals, but building a solid financial foundation with a clear vision for the future is crucial for lasting success.
I joined the IMAGE Business Club and took part in a group coaching circle with Leonie Corcoran, which proved to be a transformative experience. It provided invaluable guidance as I navigated some of the larger business decisions. Additionally, I had the opportunity to work one-on-one with transformation coach and business mentor, Niamh Ennis. Our session helped me refine my vision for the studio and gave me a clear roadmap for translating that vision into tangible growth.
Both of these experiences have been instrumental in shaping my approach to business planning and strategic development. Alongside a couple of business-building workshops, these experiences have collectively equipped me with the tools and confidence to navigate the challenges of business ownership and realise the full potential of the studio.
The best piece of financial advice I ever received was to always plan with both the short term and long term in mind. It’s easy to focus on immediate costs or goals, but building a solid financial foundation with a clear vision for the future is crucial for lasting success. This advice has really shaped how I approach my business finances. By staying mindful of the future while remaining flexible enough to adapt to the present, I’ve been able to keep a steady course, even during uncertain times.
It’s also a constant reminder to prioritise cash flow and reinvest in the business, which has allowed me to continue growing without overextending myself.
Entrepreneurship, doubts and dreams
While I wasn’t educated in Ireland, I can appreciate that the Irish education system has made significant strides in recent years to support entrepreneurship. From what I’ve observed, there are a growing number of initiatives aimed at encouraging entrepreneurial thinking, including programs, competitions, and mentorship opportunities that focus on fostering innovation, business skills, and the mindset needed to launch and run a successful business.
From my time abroad, I’ve come to believe there is still considerable room for growth in how we teach entrepreneurship, especially when it comes to bringing real-world business experience into the classroom. Entrepreneurship truly thrives when students have the opportunity to learn through hands-on experience and connect with networks and resources that can help turn their ideas into reality. While the education system is certainly evolving, I believe a more practical, experience-driven approach to entrepreneurship could provide future generations with even more of the tools and confidence they need to build their own businesses.
Starting my own business meant stepping into the unknown, and with that comes a natural sense of uncertainty.
That said, Ireland has a really unique entrepreneurial spirit, and with continued support from both the education system and business networks, it is becoming an increasingly fertile ground for those looking to start and grow their own ventures.
Being an entrepreneur, I’ve experienced plenty of fear and doubt along the way. Starting my own business meant stepping into the unknown, and with that comes a natural sense of uncertainty. There were moments when I questioned whether I was making the right decision, especially without external funding or an established client base to rely on. The fear of failure, of not being able to live up to my own expectations or the expectations of others, was very real.
Shifting my perspective was key to overcoming those negative thoughts. Rather than allowing doubt and dread to take control, I focused on taking small, manageable steps forward. I leaned into my passion and vision for the studio, reminding myself why I started in the first place. I’ve learned to embrace the mindset that setbacks are not the end; they are simply part of the process.
I also sought support from mentors, family and friends, all of whom helped to reassure me that fear is a normal part of the entrepreneurial journey. Their advice and encouragement were invaluable during moments of doubt.
Over time, I’ve come to understand that it’s not about being fearless; it’s about acknowledging fear, putting it into perspective, working through it, and continuing forward with clarity and purpose.
Authenticity, character and charm
As a business owner, one of the things I care about most is staying true to authenticity in everything we do. In today’s design world, where trends and lookalikes are everywhere, it’s easy to fall into the trap of creating something that feels generic and impersonal.
But that’s not what we’re about. My goal is to design spaces that are deeply personal, full of character and charm, and reflective of each client’s unique story. The studio was born from a genuine passion for both people and design, and it’s that intersection, where human experience and creativity meet, that drives our work. Letting that connection shape each project is at the heart of how we create spaces that feel not only beautiful but also meaningful.
I wholeheartedly stand by our studio’s guiding motto: We believe the most beautiful spaces are those filled with character and authenticity.
From the design work we create to the relationships we build with our clients, artisans and suppliers, staying true to our values and vision is at the heart of how I run the business. I want our clients to feel excited and involved throughout the design journey and to know that we have truly captured and translated their essence.
I approach the studio and our team with the same mindset. I prioritise creating an environment where creativity, collaboration, and respect for each individual’s talents are valued.
I want the studio to be a place where both my team and my clients feel heard, respected, and inspired. It’s not just about delivering a beautiful design. The most rewarding part of the job is building lasting relationships with our clients and seeing the positive impact we have made on their lives.
One of our proudest moments came in the form of a simple sentence from a client after we completed the renovation of their family home. She wrote: “Thank you for giving me and my family the life I could only ever dream of. Now I am living it.” It was a powerful reminder of why we do what we do and the kind of impact thoughtful design can truly have. The work we do is a reflection of who we are, and for me, ensuring that my business upholds those values is what makes it meaningful and fulfilling.
‘Risk is inevitable in business’
Risk-taking is a natural and necessary part of being an entrepreneur and one that can’t be avoided. As a business owner, stepping into the unknown and embracing uncertainty is something you have to get comfortable with and fast! Risk is inevitable in business, but it’s also where the most growth happens. If I hadn’t taken a few big risks, I wouldn’t have had the courage or chance to start my own studio or bring my creative vision to life. It’s the risks that have allowed me to challenge myself and discover new possibilities.
I do, however, try to always approach risks in a planned way and personally don’t take very big leaps blindly. I prefer to make those decisions after careful consideration and weighing the potential rewards against the challenges. That said, being a creative person means I often trust my instincts and like to leave room for flexibility when it’s needed. Some of the best decisions I have made happened in those spontaneous moments!
While taking risks is, of course, generally very daunting, I’ve learned to see it as an opportunity to learn and evolve. Each risk has helped me become more adaptable and resilient, and if it hasn’t gone to plan, I’ve also learned that failure is not something to fear, but rather a stepping stone towards success, something that has made me more confident in embracing risks as part of my journey.
To me, ambition is the drive that constantly pushes me out of my comfort zone and keeps me moving toward my goals with passion and determination, no matter the obstacles. It’s not just about chasing success, but about having a clear vision for what I want to build and staying committed to bringing that vision to life. It’s not about reaching a specific destination, but about the continuous journey of improvement, creativity, and making a meaningful impact. It’s about striving to do work that I’m proud of, setting new goals, stretching what I thought was possible, and hopefully inspiring others along the way.
It’s that sense of purpose and drive that fuels my passion for the studio and keeps me focused on creating something lasting, while growing as both a designer and a business owner.
Taking time for quiet reflection and moments of devotion, especially when life feels overwhelming, helps me to pause and remember that there's a greater purpose unfolding in my life.
Work/life balance
One of the things that really supports my wellbeing as a business owner is creating a balance between work and personal life and staying firmly rooted in my faith. Taking time for quiet reflection and moments of devotion, especially when life feels overwhelming, helps me to pause and remember that there’s a greater purpose unfolding in my life. These moments keep me grounded, they give me perspective, and help me face challenges with a bit more grace. Making space for spiritual and personal recharge doesn’t just support my mental and physical wellbeing; it also fuels my creativity, sense of purpose, and resilience in the business.
Achieving a work/life balance is not always perfect or consistent. It takes intention and flexibility to consistently strike the balance needed.
There are definitely times when work can take over, and it’s easy to get consumed by deadlines or projects. However, I’ve learned that prioritising personal time for both myself and my family is essential for my mental and physical health, and ultimately for the success of the business too. Setting boundaries is key to how I work it all out, along with being disciplined with my time.
For me, balance isn’t about perfection, and it doesn’t have to necessarily mean a clean 50/50 split every day; it’s about recognising when you need to step away and recharge, and when you need to dive deep into work. It’s a rhythm that allows me to give my best to my work and my family.
No one steps into entrepreneurship fully formed or completely resilient. It’s not a role you simply take on; rather, it’s something you grow into, evolving alongside your business. Over time, I’ve come to recognise the areas I needed to develop in myself and continue to work on, in order to lead the business effectively and navigate the inevitable challenges that come with it.
One thing I’ve learned is that entrepreneurship doesn’t have to be a completely solo journey. Leaning on mentors, family, and friends for support and perspective has been vital, not only for encouragement, but also for recognising the blind spots and growth areas I might have missed on my own.
One of the most transformative lessons for me has been growing in patience. I’m naturally someone who thrives on progress; ticking off tasks, achieving goals, and seeing results quickly. In the early days, it was tough not to see immediate progress, and that felt frustrating at times. Coming from a background where I knew what a thriving studio looked like, starting from scratch was tough and I wanted to build it all instantly.
But looking back on this past year and the growth we’ve achieved in a relatively short time, I’ve come to deeply value the power of patience, both with the process and with myself. Success takes time and growth isn’t always loud or immediate, but it’s always happening. That perspective has shaped how I lead my business now, how I grow alongside it, and how I continue building this studio with intention.
Collaborating and delegating
Interior architecture and design are never the work of just one person. Every project is a collaborative effort, a fusion of ideas, skills, and expertise coming together toward a shared vision. Especially in large-scale projects, success depends on a collective team: contractors, architects, engineers, and, of course, the interior designer, each bringing their own expertise to the table. Without this synergy, the project simply wouldn’t take shape.
The same holds true within our studio. It’s the strength of our team, each individual contributing their unique talent, that allows us to manage the workload and bring our projects to life.
Building a team is one of the most exciting and rewarding aspects of running a business. As an entrepreneur, I understand that I can’t do everything on my own, and having a team that shares the same passion, vision, and values is essential for growth.
For me, it’s about finding designers who are not just talented but also align with the culture I want to create in the studio; one that’s built on creativity, trust, and mutual respect. I’m excited by the idea of nurturing a team where everyone feels inspired, valued, and motivated to contribute their best work.
Of course, there are challenges in managing and guiding a team, but watching everyone unite to create something truly meaningful and impactful makes it all worthwhile. I’m excited to continue building our team and growing into one that not only drives the studio to new heights but one that always fosters a positive and collaborative environment.
During my career in London, I managed several teams of designers across multiple large-scale projects, so I am very accustomed to managing teams, delegating tasks, overseeing workloads and deadlines. However, when I first started my own studio, I was surprised to find delegating in this new context a bit more challenging.
As a solo entrepreneur, I was accustomed to handling everything myself, with no one else to share the load, especially when the studio was initially founded.
As the studio has grown and the team has expanded, it’s still easy to fall into the same mindset sometimes, thinking I should continue managing everything on my own.
I’m fortunate to have a fantastic team who are just as invested in the studio, its growth, and our projects as I am, so delegating no longer feels like a task; instead, the workload is naturally shared among us.
Stepping back from every task allows me to focus on the bigger picture while trusting others with tasks that they’re skilled in. It also helps build a stronger team dynamic, as everyone can contribute their expertise and strengths.
It’s not always easy, especially when you’re deeply passionate about every part of your work, but I’ve come to view delegation as a way to create balance and encourage a sense of ownership within the team. In the end, trust and delegation go hand in hand, and both are necessary and valuable parts of business leadership.
Taking the good with the not-so-good
My favourite thing about running my own business is the freedom and creative control it gives me. I get to shape the direction of the studio, decide on the projects we take on, and bring my vision to life in a way that feels authentic and fulfilling. I love the ability to create something meaningful from the ground up and see my imagination come to fruition. There’s also a real sense of accomplishment in knowing that everything I do directly impacts the business’s growth and success.
The thing I dislike the most is the constant pressure of balancing everything. As a business owner, there are so many hats to wear, from managing the creative side of things to handling finances, marketing, and client relations. At times, the workload can feel overwhelming, and the responsibility to make decisions and keep the business moving forward can be mentally and emotionally exhausting. It’s a challenge that comes with the territory, but it’s one that I’ve learned to manage over time.
Ultimately, for me, the positives far outweigh the negatives, but like any journey, it’s a mix of both highs and lows. The key is learning how to navigate both with resilience and a clear sense of purpose.
The most rewarding risk I ever took was launching my own studio. Starting a business from scratch, with no clients, no external funding, and no guaranteed income, was a huge leap of faith. I had the vision and passion, but stepping into the unknown was incredibly intimidating. It felt like everything was on the line: my career, my financial stability, and my personal goals.
Looking back, it was the best decision I ever made. The risk of starting my own business forced me to grow in ways I never imagined. It pushed me out of my comfort zone, helped me develop new skills, and allowed me to build something truly meaningful that reflects my values and vision. I’m so grateful for the journey it’s taken me on. Yes, there have been challenges, but the rewards of bringing my passion and vision to life and working on projects that inspire me every day have been beyond worth it.
Taking that risk taught me the importance of believing in myself and trusting the process, even in times of uncertainty. It was a powerful reminder that some of the greatest rewards come from stepping into the unknown, with the belief that the leap will ultimately be worth it.
Challenges are a natural part of the process, but it’s how we respond to them that truly shapes both us and our business.
‘Enjoy the journey’
If you’re thinking about starting your own business, my advice would be to begin with your passion and purpose. If you genuinely believe in what you’re offering and its positive impact, and you are confident in both your talents and ability, this becomes the driving force that will keep you going, even when things get tough.
I’d also encourage you to enjoy the journey. It’s easy to get caught up in the day-to-day, but it’s important not to forget to pause and reflect on how much progress has been made. Challenges are a natural part of the process, but it’s how we respond to them that truly shapes both us and our business. Every challenge, every success, whether big or small, contributes to your growth and guides you to step into your full potential as a person and as a business owner.
Also Read
