Features Retailer Profiles
April 25, 2024 •
The Art of It All: A Maine maker builds her brand on her own terms
In the gift and stationery space, the 21st century is all about redefining once-established roles. These days, retailers commonly release branded merchandise in the tradition of a maker — and it’s not unusual for makers to open selling spaces in the retail tradition. For Sara Fitzgerald O’Brien, the founder and artist behind Sara Fitz, bringing her flagship to life was a matter of serendipity.
“We had run our studio for about five years when we decided to open our brick-and-mortar location,” she said. “We’d always hoped to eventually have our own space to share Sara Fitz with visitors. … It just so happened that the right spot became available at the perfect time!”
Sara first launched her sea-kissed brand in downtown York Harbor, Maine, in 2016 with her husband Miles as a stationery studio. That picturesque coastal village, replete with lobster boats, shingled cottages, gorgeous beaches and, of course, a beautiful lighthouse, also comes to vibrant life in the Sara Fitz brand.
Meanwhile, that house of paper would quickly evolve into a lifestyle brand encompassing framed prints, needlepoint, wallpaper, textiles and apparel. Sara’s signature illustration style — simple yet detailed, whimsical yet classic — assumed center stage in high-profile collaborations with L.L. Bean, One Kings Lane, Yankee Magazine, Kennebunkport Resort Collection and Mindy Weiss.
Echoing the rhythms of its coastal home, Sara’s cozy shop comes to life each spring and stays open through the December holidays. “We hibernate for a few quiet months while we refresh for the year ahead with our latest goods!” Sara explained. “We want visitors to smile the moment they walk through our door. There’s always music playing and lots of color and texture. Our rescue shop pup is Murray — he is our love!”
Sara’s flagship is where she can experiment with the brand. “I view our flagship as a HAPPY shop for browsing/ shopping, but also as a light and bright space to showcase our colorful palette, new releases and overall aesthetic,” she described. “One of my favorite aspects of our store is its ability to tell stories through displays, which often include vintage pieces from my personal collection. Our shop feels like an extension of my home — even my closet, lol! I want folks to feel welcome and comfortable when they’re with us!”
As to where she’d like to be in five years, Sara expects Sara Fitz to evolve naturally — not unlike the ocean waves that build and break, over and over, on the shores of her town. “We’d love to continue growing our product categories, expanding our wholesale offerings and perhaps open another shop or two! Five years goes by in a flash and also feels like a lifetime,” she finished. “Seems cliche, but go with your gut!”
Quick Queries with Sara Fitz
Q. There are some things that are timeless, like a little black dress or the perfect martini. What epitomizes “timeless” for you when it comes to stationery?
A. A classic notecard never goes out of style. In these fast-paced days of texting/ emailing, there is something sacred about sending/receiving a handwritten card.
Q. What have you learned about running a stationery and gift business that has surprised you?
A. What haven’t I learned? Haha! Probably that no one really and truly has it all figured out! Everyone just does the best they can … and learns along the way. A piece of advice I can give is to be kind. It has made the difference many times!
Q. If you were a stationery product, what would you be?
A. Oh gosh! Maybe gift wrap? People are usually excited to give and get presents, right?!
Q. What’s your best buy under $50?
A. Our notepads! They’re not only useful, but fun and very high quality. … Plus we have so many to choose from!
Q. What’s your best splurge?
A. I have two! Our wallpaper makes such a statement and can really transform a room — in my opinion, splurge-worthy. Also, our recently added mega art prints are huge and delightful, unexpected at such a large scale!
Featured Photo: Hand-illustrated coastal artistry is at the playful heart of the ever-expanding Sara Fitz brand. Photograph courtesy of Sara Fitz Studio.
