Sarah Petersen, like most frustrated artists, found herself unhappy in her job. She knew she wanted to do something creative and began leaning more and more towards interiors. Changing your career path can be a daunting endeavor and many people find it difficult to take that leap and commit to the change. Although Sarah was acutely aware of the risks and knew that there were no guarantees, she was also aware that she wouldn’t be happy if she didn’t try.
With a degree in environmental science and a master’s in environmental systems, Sarah is no stranger to education; if she was going to pursue a new career, she was going to do it right and wouldn’t settle for anything less than an accredited course. Sarah did her homework, and it was the Interior Design Academy of Ireland (IDAI) that caught her attention. She wanted a hands-on experience where she would meet like-minded souls and learn and indeed grow, in a community of design orientated people. So, she decided on the classroom-based option. Sarah is a creative and is therefore inspired by things around her. She immediately loved the course and found her tutors invaluable. Sarah may be half Danish, half Irish but she doesn’t do things by halves and in just 18 months, she had graduated with a distinction.
Getting out there
Starting out as an unknown designer is always hard. All design industries are competitive by nature and getting your work seen is a giant hurdle on the path to becoming known. Sarah had secured a job in a kitchen design company but was keen to go out on her own and make a name for herself. So, she took her tutors advice and put herself out there by entering Ireland’s prestigious Ideal Homes Show competition. She succeeded in becoming a finalist, which meant her name was now in the public sphere and her reputation as a serious designer was growing.
Dan-Éire
Today, Sarah Petersen is running a chic and urbane interior design business from a tiny town in the west of Ireland. The company name has embraced not only Sarah’s lineage, but her style. Dan-Éire is faithful to traditional Irish craftsmanship and materials which she combines with Danish sensibilities. Hygge for example, is a large part of the Dan-Éire philosophy where Sarah encourages the creation of spaces that are designed for relaxing, unwinding and spending quality time either alone or with friends. That cosy peace and calm that the Danes love so much is Hygge and is a way of life that Sarah wants to bring the hectic and oftentimes chaotic lives of Irish people.
Down to business
Dan-Éire is also an interior design company with a refreshing approach to the business side of design. One of Sarah’s favorite elements of IDAI was the relationships she formed with her tutors. She found the focus on communication and transparency refreshing and was inspired to adopt a similar approach. When starting out as her own boss with an Interior design company, she began to notice a level of hesitation with potential clients. She found that people expressed a fear of the expense of hiring a designer and many believed that they would be hit with hidden costs and surprises. It seems that Ireland has an attitude that interior design is the reserve of the affluent members of society only. As a very no-nonsense Irish/Dane, Sarah decided she would create a business model based on openness and communication.
Dream big
When a potential client browses the Dan-Éire site, they will see consultation options with a fixed price. There is no obligation and Sarah details exactly what you can expect from a selection of packages. This is relatively unusual in interior design, but Sarah has nothing to hide. During projects, she will constantly communicate with her clients ensuring they are never confronted with any unpleasant surprises. Through her previous education, she also has a keen sense of biodiversity and sustainability, and this is always incorporated into her work. Today she is setting her sights on working on more showhouses and wants to branch into bigger corporate projects where there is more room for creativity and experimentation.
Sarah Petersen is living proof that, staying true to yourself, and following your calling really can elevate you to places you may never have dreamed you could reach. Have a look at Sarah in action with this short video:
Inspired by Sarah's story? Want to pursue a career in interior design? Let's start your learning journey together!