An interview with Sarah, Golborne's co-founder and creative director
TELL US ABOUT A TYPICAL DAY IN YOUR ROLE
No two days are ever the same which is why I love this industry. You’ll often find me diving into a moodboard and design for an event whether for a new client, one of our regular clients or a pitch meeting. I also spend a lot of time on our marketing which involves everything from our socials to the website to newsletters. Any time that our brand appears in public I have thought through how it’s looking and the messaging. Building the Golborne brand over the last few years has been one of my key focusses.
SUM UP THE GOLBORNE STYLE IN 3 WORDS
It feels impossible as I can talk all day about Golborne! As we strive so hard to marry flawless execution with creative design to create memorable events, I will go for ‘Unforgettable, elevated design’
WHAT ARE THE BEST AND WORST PARTS OF EVENTS?
The best bits for me are always moments with clients or guests. Whether that’s at a pitch meeting or the first round creative presentation, I love seeing the reaction when we present the plan and design for an event. Equally, when guests experience an event on site or the first time a couple sees their wedding reception venue, it’s very special. My favourite place to stand is at the entrance to the room so that I can watch the reactions. In that moment, all the hard work is totally worth it.
I think the worst would be the really stressful moments where situations arise that are totally beyond our control. Ultimately I thrive on the stress of events but I hate it when things happen that are impossible to plan for. This can be anything from a guest forgetting their outfit (an uncle at a Suffolk wedding who was also officiating, left his tux in his London hotel and realised 12 hours before he needed to wear it!) through to extreme weather. We can handle anything thrown at us but there’s always that moment where time stands still for a second before the adrenaline kicks in and we start to plan a solution. Having an incredible team around you is everything - so grateful for ours.
TELL US ABOUT YOUR FAVOURITE EVENT, WITHIN THE LAST 5 YEARS
This is SO hard as there are so many. I think designing events for Pinterest has to be a highlight. I use the platform every day and get so much inspiration from it. To then design events which allow them to communicate their messaging and the power of their technology is such an honour.
WHAT IS YOUR FAVOURITE TYPE OF EVENT TO DESIGN?
I love the variety of what we design. The essence of what I love is communicating the key messaging through the design. That can be anything such as brand or product points through to the personality of a couple or company. I love really getting to know the subject (brand, company, couple or individual) and then designing an event that feels perfectly ‘them’.
WHAT'S THE BIGGEST CHALLENGE YOU'VE FACED DURING YOUR CAREER?
There have been a few! My first major challenge was being promoted into an MD at just 26. I felt so out of my depth but really passionate about throwing myself in at the deep end and learning everything about leadership. I was out of my comfort zone for about 10 years!
Covid was the next huge hurdle. Quite possibly the hardest thing I’ve weathered – having to make a talented team redundant was heartbreaking. The silver lining has absolutely been the merge between my then agency The Edit, and Natalia’s to create The Golborne Collection. As hard as Covid was, we’d not be here in this way without it. We both learnt so much.
Now my challenge is building Golborne as a brand, which I am loving. We have huge ambitions. I know that what we’re building is going to be huge and I’m so excited by that.
YOU'VE BEEN IN THE INDUSTRY FOR 20 YEARS NOW, WHAT DO YOU THINK MAKES FOR A SUCCESSFUL CAREER IN EVENTS?
So many things. Serious hard work – I have lost count of the number of 24 hours shifts I have put in on site or 12 hours office days. It’s such hard work and you have to have a very strong work ethic.
Trust has been a huge learning for me over the years. Whether that's the team or suppliers. Finding the perfect combination in a business partner has been a game changer for me - our merger happened five years ago but it feels like it’s been forever. We challenge each other, constantly question, push ourselves and have the same desire and ambition for growth.
Ultimately I think that knowing your client is key. Without designing, planning and delivering successful events for your clients, you can never learn and grow. The client experience and their happiness is at the core of everything we do. We truly understand good service and weave that into everything we do.
YOU HAVE A BACKGROUND IN DESIGN, HOW DO YOU FIND THIS HAS IMPACTED THE WAY YOU CREATE EVENTS?
I was always taught to design for a reason. Don’t have something there just because it looks pretty – link it back to the messaging. By following this approach we design and produce such layered events. The wow on arrival through to all the little details. They’re both as important as each other.
My degree taught me so much which I apply every day, one invaluable element being presentations skills. Each week we’d have to stand up and present our work and stand there as everyone critiqued it. It was brutal but I developed such a thick skin from it, am never worried to speak in front of a group or audience and have learnt to ensure I can explain all my ideas!
WHAT ARE YOUR PET HATES WHEN IT COMES TO DESIGN?
Super trend lead impractical design is something I hate! I see so many trends that just feel very out of place – whether that’s a monochrome stationery design in a sun filled conservatory or perhaps a totally stunning but wildly impractical escort card design. Ultimately whilst being beautiful design it also has to work and it has to have meaning. Don't have something at your event just because it'll look cool on Instagram. Design without meanign feels very flat.
FINALLY, WHAT WOULD BE YOUR KEY POINTS FOR CREATING A SUCCESSFUL EVENT?
Our signature style combines flawless execution with unique design to create unforgettable occasions. The coming together of mine and Natalia’s skillsets means that we can marry detail and design with flawless planning and great guest experience. People remember special events and incredible service as much as a stunning room or beautiful place setting. Making people feel incredible and creating a truly special occasion is what we adore. You have to feel passionate about this as it absolutely comes across.
Photo credits:
