Staying True to Your Creativity.
Image Credits: Claira Jade Whipp and Sarah Stamm
In an era where the pressure to follow trends and market algorithms is ever-present, Sarah Stamm, the talented creative behind Salisbury and Maude, stands as a beacon of authenticity. Her journey, marked by an exploration of art and design, and ultimately leading to her handmade business, is a testament to the power of staying true to one’s creative instincts.
"I’ve always been a maker," Sarah begins, reflecting on her creative roots. "Growing up, my mum was an incredible crafts lady. She could do just about anything, and I think that love for making things has always stayed with me."
As she carved out her path as a creative, Sarah initially found herself navigating the complexities of various creative industries, from advertising to interior design.
"I tried graphic design initially, but it didn’t gel with me," she explains. "Then I moved into advertising and marketing, thinking I’d work on the creative side of things, but the industry’s values didn’t align with mine."
This shift in direction took Sarah across Australia, from Canberra to Perth and finally to Melbourne, where she completed a broad course in Art.
"That course taught me everything—textiles, ceramics, woodwork, drawing—really giving me the foundation I needed. It’s been invaluable for everything I do now."
Finding Her Creative Freedom
For Sarah, Interior Design became a long-term passion and spanned 25 years in multiple states.
"I loved the architectural aspect of it—renovations, extensions, and how spaces come together. That’s really my forte," she shares.
But it wasn’t until she settled in Beechworth, Victoria, that she felt the full impact of combining her interior design skills with her love for handmade art.
"When my mum and sister became unwell, I had to make the decision to step back from the interior design work," Sarah recalls. "It was a tough time, but it also made me go back to my roots—creating with my hands. And you know what? I haven’t looked back since."
Seasonal Creativity and Handmade Art
Sarah’s handmade creations range from floral wreaths to patchwork quilts, and her approach is delightfully seasonal.
"I think of my work like a garden," she explains. "There’s a rhythm to it. In summer, I create lightweight quilts; in winter, I knit woolen blankets and make mitts. Around Christmas, I focus on wreaths, and at Easter, it’s all about bunnies. It’s a natural flow that keeps my creativity alive."
This rhythm not only keeps Sarah’s creativity thriving, but also builds anticipation within her community.
"My followers know my seasons, and they get excited when a new one is coming up. There’s a predictability to it, but at the same time, what I create within those themes is always a surprise."
““Each piece is unique, and if I start tailoring them to specific requests, I lose the joy of the process. The magic for me is in standing back and thinking, ‘Wow, I just made that!’ I wouldn’t want to lose that feeling.””
Staying Authentic: The No-Order Policy
While many artisans might feel the pressure to customise their work or mass-produce items for higher sales, Sarah is steadfast in her decision to maintain her creative freedom.
"I don’t take orders for wreaths because it restricts my creativity," she says. "Each piece is unique, and if I start tailoring them to specific requests, I lose the joy of the process. The magic for me is in standing back and thinking, ‘Wow, I just made that!’ I wouldn’t want to lose that feeling."
Sarah’s followers have come to appreciate this approach, and it’s become part of the excitement surrounding her launches.
"When I put my wreaths up for sale, it’s a bit of a mad scramble, but that’s part of the fun. My customers know that every piece is one-of-a-kind, and they love the thrill of getting in quickly to purchase."
Building Connections in a Digital World
Despite the growing digital landscape, Sarah remains committed to maintaining a personal connection with her customers.
"I know a lot of businesses have websites and streamlined e-commerce platforms, but I prefer the direct interaction I get through Instagram," she explains. "It’s a bit of a clunky, old-fashioned way, but it allows me to build genuine relationships."
She shares a heartwarming story to illustrate her point.
"During the [pandemic] lockdown, a loyal customer asked me to send ribbons to her granddaughter for her birthday. I hand-wrapped the gift, wrote a little note, and sent her a photo of the package before posting it. You can’t get that kind of personal touch through a website."
For Sarah, these interactions are at the heart of her business.
"It’s about keeping that sense of connection alive. When people know there’s a real person behind the brand, it makes the whole experience more meaningful."
Authenticity as a Creative Advantage
Sarah’s authentic approach to her work has not gone unnoticed. Her designs have been featured in prestigious national publications like Country Style, House and Garden, and Home Beautiful.
"I’ve never had a PR budget or anything like that.,” she says. “But I also believe that if your work is genuine and in front of the right people, they will support you."
Reflecting on her career, Sarah emphasises the importance of staying true to one’s values.
"It’s very easy to get caught up in trends or to feel pressured to scale up quickly. But for me, it’s always been about making sure my work aligns with my values and staying authentic. That’s what’s allowed me to build a community and create products that people genuinely love."
Crafting a Sustainable Creative Business
Sarah’s journey shows that it is possible to build a sustainable business by staying authentic.
"It’s about understanding what works best for you," she advises. "Whether you choose to go down the wholesale path or focus on one-of-a-kind pieces, it’s important to make that decision consciously."
When asked about the future, Sarah remains optimistic. "I wake up excited to create something new every day. It’s a privilege to do what I love, and I hope I can continue inspiring others to pursue their creative passions, too."
The Takeaway: Staying True to Your Creative Path
Sarah Stamm’s story serves as an inspiring reminder that authenticity is not just a buzzword; it’s a powerful way to connect with your audience, and build a fulfilling creative career. By following her instincts and maintaining her personal values, she has built a successful business that brings joy not only to herself but to those who follow her work.
For anyone feeling the pull to create or build a business based on their craft, Sarah’s advice is clear: "Trust your path, stay true to yourself, and don’t be afraid to let your creativity flow. If you do that, everything else will follow."
Connect with Sarah on Instagram: Salisbury & Maude
about Courageous Creatives Podcast
Courageous Creatives Podcast is for creatives, small business owners, and side-hustlers ready to build successful, modern careers on their own terms. Hosted by Georgina Morrison, a multi-creative business owner who has forged her own successful path, this podcast is on a mission to bust the ‘starving artist’ myth and empower you to thrive in your creative business — no matter your postcode.
Tune in for actionable tips on small business growth, breaking through industry gatekeeping, and overcoming obstacles. Let’s transform your creative career! Welcome to the Courageous Creatives Podcast.
