Sarah Baderna does not subscribe to a signature style. Born and raised in Italy, and now based in New York City, the founder of Sarah Baderna Studio approaches her residential projects with a fresh eye. Each clients’ singular personalities and preferences guide her to create a mix of colors, shapes, patterns, and textures that feel layered and distinct.

Sarah Baderna Studio is a full-service design firm specializing in high-end residential and luxury interiors based in New York, with an Italian heart. What is your philosophy, from a business perspective?

Sarah Baderna: Our clients’ unique personalities and preferences guide our designs. We do not subscribe to a signature style for our clients. Instead, we focus on finding the perfect balance of colors, shapes, patterns, materials, and textures to create depth and richness into a room. Far from being common and boring, our approach is unique, exciting, and timeless, with richly layered elements.

Our goal is to create a unique process tailored to our clients needs, allowing them to experience the true luxury to which they are accustomed, complemented by a touch of Italian artistic and artisanal excellence.

How has your Italian heritage influenced your design approach?

SB: Having been born and raised in Italy and moving to NYC at the age of 23, I have been able to draw inspiration from my dual cultural background, incorporating elements from both Italian and New York design scenes.

I love to showcase a global perspective in my work, demonstrating an ability to create spaces that transcend geographical boundaries and resonate with a diverse audience.

I leverage my cultural background to bring a heightened sense of style, artistry, and cultural awareness to your designs, prioritizing quality materials and impeccable craftsmanship, reflecting the Italian commitment to excellence.

What’s the design scene like for you in Manhattan? Which communities and resources do you lean on for professional support?

SB: Manhattan boasts a vibrant and dynamic design scene, with numerous communities and resources that support professionals in the field.

The Flatiron District is known for its concentration of design showrooms, serving as a hub for interior designers and architects. Also, the D&D Building (Decoration & Design Building) and the New York Design Center at 200 Lexington Ave are premier design centers featuring showrooms with a wide range of luxury furnishings and decor.

I’m also very lucky to have colleagues and design professionals who I can lean on for professional advice.

What’s your tech stack (which tools and software do you use to manage your client projects, bookkeeping, time tracking, and project management)?

Business management software
HouzzPro‍

Accounting software
QuickBooks Online

Project management software
Asana, Milanote

Website
Wix.

Business coach
I listen to LuAnn Nigara’s A Well Designed Business Podcast. It has been a great resource for business strategies, kind of like having a business coach.

Who are some of your go-to people of the trade? How do you maintain strong relationships with your vendors?

SB: Many of my go-to contacts are overseas, but in general, I would suggest visiting showrooms and manufacturing facilities when possible. This not only allows you to assess the quality of their products firsthand but also demonstrates your commitment to the relationship.

What are your business goals for 2024?

SB: My main goal for 2024 is to collaborate on projects that highlight unique, handcrafted elements, contributing to the design community and offering clients one-of-a-kind pieces. I would also love to explore different marketing channels, networking opportunities, and collaborations to increase my visibility and reach.

What systems and processes do you have in place/are you putting in place to ensure you’re running a profitable design business?

SB: Every business without systems is just a hobby! Because of that, everything that we do follows specific processes: from client onboarding (using standardized questionnaires, contracts, and initial consultations) to utilizing project management tools and software to streamline processes, facilitate communication, and keep projects on schedule. For example, we have a script for what we call ‘discovery calls’, ensuring that we do not forget anything.

What are some purchasing and reconciliation qualms you faced before using Zena?

SB: Being in business for less than 2 years I can’t really say I’ve faced major problems, but having the opportunity to work with Zena at a very early stage I’m sure sets me up for success!

Why did you choose Zena for your design business? How has Zena improved your purchasing and reconciliation processes?

SB: The feature that I love the most about Zena is that you can create as many virtual cards as you want. This allows you to have a designated card paired with each project, and it has been a great help in tracking budgets allocated to each project. This is one of the many reasons why I decided to choose Zena for my business. And of course, don’t forget about the Rewards Program!

Can you offer some tips for designers who are purchasing products on behalf of their clients?

SB: Develop detailed specifications for each product, including dimensions, color, material, and any other relevant details. Maintain detailed records of all transactions. This ensures accurate sourcing and reduces the likelihood of errors. We always keep clients informed about the procurement process: providing regular (usually weekly) updates on the status of orders, expected delivery dates, and any potential delays. Transparency builds trust and helps manage client expectations!