Behind the Scenes: Great Design Does Not Happen in a Vacuum
Every month in this column, I pull back the curtain on the business of beautiful to explore the strategic decisions and unseen partnerships that turn creative talent into lasting legacy
We all know the feeling of turning (or scrolling) the pages of our favorite shelter publications and stopping at a beautifully curated room. It looks effortless, perfectly lived-in, and serene. But as someone who has spent over two decades navigating the communications and business side of the luxury design world, I can tell you that 'effortless' takes an extraordinary amount of collaboration.
Great design does not happen in a vacuum. Behind every published project, successful book launch, or licensed collection is a rich, layered ecosystem of talent. It is a continuous, quiet dialogue between the interior designer who envisions the space, the photographer who captures its soul, the stylist who layers the final narrative, and the artisans who craft the bespoke pieces.
As a strategic communications partner, my role has always been to act as a connector within this community – bridging the gap between creative vision and tangible business growth. My history includes in-house roles at Kate Spade and Calvin Klein, where I was the PR lead but also the licensed collections contact and led client development too. My agency experience is longer and honestly where I learned the most – eventually running teams that led communications for many home brands like Crate & Barrel and trade brands like Rubelli, Donghia, Waterworks, and many interior designers and architects. I have deep experience and knowledge and, well, opinions! Now, I want to share that vantage point with you. And if I don’t know, I will ask my wide array of industry friends.
'Great design does not happen in a vacuum. Behind every published project, successful book launch, or licensed collection is a rich, layered ecosystem of talent.'
Welcome to Behind the Scenes. In this column – and my upcoming podcast of the same name – we are going to pull back the curtain on the business of beautiful. Each month, I will sit down with the industry’s most sought-after photographers, visionary stylists, licensing experts, and editors to explore the strategic decisions and unseen partnerships that turn creative talent into a lasting legacy. We will demystify the process, celebrate the people who rarely step in front of the lens, and explore what it truly takes to bring a design narrative to life. Whether you are a design professional looking to build your brand or an enthusiast curious about how the spaces you love are crafted, I invite you to join me. Let’s explore the real story behind the design.
Understanding the design world requires more than just meeting the people who shape it; it requires keeping a pulse on the community itself. Alongside these interviews, I will be sharing my own dispatch from the field. From analyzing the strategic impact of major events like this falls showhouse season to exploring shifts in the luxury market and celebrating the milestones of our peers, we will look at what is happening in our community right now, what shows you should attend, what are the learnings from a recent Design Leadership Summit – and what it means for all of us in this wonderful industry we call 'home'. I welcome suggestions – who do you want to hear from, any particular topics I can focus on, upcoming events to attend – tell me about it.
Design executive Sarah Boyd is one of Homes & Gardens' Editors-At-Large for By Design, sharing her thoughts on the world of design.
Love beautiful design ideas, expert advice, and inspiring decor trends? Sign up for our newsletter and get the latest features delivered straight to your inbox.
