SARAJO

I began working for Sarajo in 2018. After one year as a gallery assistant / restoration artist, I was promoted to manager. That job still involved general gallery work and repairs, but also included researching new pieces, decorating the store, and much more customer interaction. In 2022, the owner told me he wanted to retire, and asked me to take over the business.

After working for Sarajo for 5 years and sticking to the original branding, I took over in 2023, moved it to Brooklyn, and switched things up. I re-designed the website, designed a new logo and business cards, and came up with the color palette.

ORIGINAL LOGO

Unsure of the designer.

LOGOS ALTERED BY ME

Stuck to the original design, but updated the old logo to be a more vibrant color, and added some textiles to the backgrounds for marketing content.

Below are some photos showing my work at the Sarajo Soho store. I was in charge of choosing which pieces to display, putting together gallery walls, and dressing mannequins. This also involved designing the booth for trade shows.

The biggest change I made was the overall vibe of the business. It had always been a very high end and luxurious company, but to the point where it felt very exclusionary to people who weren’t super wealthy or knowledgable about textiles. My goal was to make antique and vintage textiles more accessible to your average person.

I accomplished this by having lower priced items available and displayed in store. I also decorated in a more cozy, welcoming way. The old store felt like a gallery - lots of open space on the walls, WHITE, and only expensive items were hung up. This worked for the old store in Soho, but when moving it to Brooklyn, and to make it more true to my aesthetics, it had to change.

NEW LOGO DESIGN

The flower logo design is based off of an antique Indian block-printed textile.

The color palette is picked from colors used in my favorite textiles.

Professional photos taken by Cristina Wright.

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