A Very New England Holiday with Sara Fitz

What’s on your holiday playlist right now?

Honestly, whatever the team puts on. I don’t get too precious about it. Mariah always sneaks in, and the “Jump (For My Love)” scene from Love Actually is basically a holiday song in my house.

Tea, coffee, or hot chocolate this time of year?

This year it’s been a lot of hot chocolate, though right now I’m drinking raspberry tea. I bounce between all three depending on the day.

Where do you draw inspiration for your holiday collections?

My inspiration comes from the same place as our year-round work: cozy New England. I keep the themes consistent but warm up the palette for the holidays. And I work really far ahead—I’m finalizing Holiday 2026 now.

How has having a retail store changed things?

The store has been a game changer. I’m not just a wholesaler anymore—I’m also a buyer. It lets me curate the full lifestyle of the brand and show shops how I envision everything displayed. It’s also become a happy community hub. Even on rainy days it feels bright inside.

Does seeing your wallpaper in people’s homes still feel surreal?

Every single time. I don’t think I’ll ever get used to it. Since both my mom and Miles’ mom were interior designers, it feels personal in a really special way.

Tell us about the needlepoint line—how did it begin?

We launched needlepoint in 2020, after years of planning. The timing lined up with COVID and it just took off. The community is incredibly talented, and watching people stitch our designs is one of my favorite parts of the brand.

Do you needlepoint yourself?

Not yet. I really want to learn, and several people on our team have offered to teach me. But between running the business and being a mom to two teenage boys, it hasn’t happened yet.

Your product line has expanded so much—what drives those decisions?

We always ask, “What would our customers be excited about right now?” If we’re drawn to something and think our community will love it, we explore it. Early licensing helped open doors, and now we do much of our manufacturing ourselves. I want everything to feel useful, beautiful, and true to the brand.

You’ve done great collaborations. Are they still part of your strategy?

I love collaborations, and I’m not against them at all. I’ve just been very focused on our own products lately. It wasn’t a deliberate pause—it happened organically. If the right opportunity comes along, I’d be thrilled.

You get many questions about licensing. What advice do you give artists?

Get a good lawyer or legal team who understands licensing. There are so many ways deals can be structured, and solid legal advice is essential. And trust your gut—don’t say yes to something that doesn’t feel like the right fit.

Are you ever surprised by which designs take off?

Definitely. Some designs I’m not personally attached to become bestsellers, and some I love stay quieter. Our team teases me about that. The striped shirt is one that I still love after all these years.

What holiday products are you excited about this year?

Trays are always a hit—they’re great hostess gifts. And our notepads are one of my favorites. I love seeing people use them for Santa lists or Thanksgiving planning.

Any memorable TV moments featuring your work?

One of my favorites was a lighthouse renovation episode with my friend, designer Christina Creston. Our watercolor anchors were used in the bathroom, and the whole project was gorgeous. Seeing our work on HGTV was really special.

Has showing up on social media gotten easier?

It has. It wasn’t natural for me at first, but one of our team members convinced me to start. Now I really enjoy it, especially Instagram. When people DM the brand, it’s me replying. Those conversations make it easier to show up again the next day.

How do you approach influencer marketing now?

I adore the influencers we’ve worked with, but I see them as friends first. When I send them something, I want it to feel like a gift, not an obligation. Lately, I’ve been more focused on connecting directly with our own audience.

Where are you focusing your marketing energy for 2026?

Our website is a big focus—I want it to be as strong and user-friendly as possible. Email is also essential for us. Our audience is very engaged. We’ve grown a lot through word of mouth and community.

How does New England influence your work?

New England is everywhere in my work. I love the authenticity—weathered shingles, buoys, the coastline, the colors. I like celebrating the realness of it, the slightly worn-in beauty that makes it feel timeless.

Do you follow design trends?

Not really. I stay in my lane and try not to follow too many artists on social media so I don’t absorb too much stylistically. I want the work to feel grounded and truly mine.

What are your favorite holiday traditions?

One of my favorites comes from my stepmom. She used to play a song from the original Grinch cartoon as our cue to come downstairs on Christmas morning. We still do it with our boys. They’re teenagers now, but it’s still special.

What advice do you have for creatives heading into the holiday season?

Stay organized and take care of yourself. Before Black Friday, we do a big reset so everything has a place. It’s a wild week, but a good problem to have. I try to remember that the chaos comes from people being excited to bring our work into their homes.

How do you protect your creative time?

I have to block it off. I can’t create in little 30-minute windows. I need long stretches without interruption. Having a strong team helps me focus on the creative side while they handle operations.

Are you using AI in your business?

Not really. If anything, it’s for random questions—usually medical. Our team is strong in the areas where people often lean on AI, so it hasn’t been necessary.

What’s one thing someone can do to bring more joy into the holiday season?

Slow down. Light candles, turn on the white lights, breathe. Social media makes this season feel overwhelming, but it doesn’t have to be. If someone has a piece of ours, I hope it adds a little calm and a smile.

Before we let her go, we couldn’t resist a little rapid-fire fun. Here’s a peek into her everyday favorites—simple choices that reveal a lot about the creative behind the brand.