Meet Sarah Amrou | CEO & Owner

We had the good fortune of connecting with Sarah Amrou and we’ve shared our conversation below.

Hi Sarah, why did you decide to pursue a creative path?
Pursuing an artistic or creative career was almost like following a call that was too loud to ignore. Ever since I was young, I found myself deeply drawn to the world of creativity—be it art, music, or the captivating stories behind brands. There was this undeniable pull towards creating, towards making something beautiful out of nothing, and the joy of sharing that creation with the world.

But it wasn’t just the act of creating that drew me in; it was the potential impact of that creativity. The way a piece of art can evoke emotions, the way a well-crafted brand story can connect and resonate with people on a personal level, it’s powerful. I saw in this creative path a chance to touch lives, to inspire, and to make a difference, even if just in small ways.

Moreover, my upbringing, filled with diverse cultural experiences and rich storytelling, further fueled my desire to pursue this path. I wanted to bring those narratives to life, to blend the vibrant tapestry of cultures and experiences I was fortunate to be part of into my work. It was about creating bridges between worlds, sparking conversations, and building a deeper understanding and appreciation among people.

Choosing this career was a commitment to never stop exploring, learning, and pushing boundaries. It’s been a journey of passion, resilience, and continuous growth. In every project, campaign, or piece of art I’m involved in, I see an opportunity to leave a mark, to contribute something meaningful to the canvas of the world.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My path to where I am today, at the helm of Saniia, has been anything but easy. It’s been a journey marked by relentless pursuit, adaptability, and a deep-seated belief in the power of creativity. From the early days of venturing into the unknown territories of my career, inspired by the rich tapestry of experiences from my heritage and travels, to establishing a brand that resonates with so many, each step has been both challenging and exhilarating.

The challenges were manifold, from navigating the complexities of starting a business to finding a unique voice in a crowded market. There were moments of doubt, times when the obstacles seemed insurmountable. But it was the very essence of creativity — the ability to see possibilities where others saw dead ends, to innovate and to adapt — that saw me through. My experiences in Beirut, surrounded by a community that thrives on creativity despite adversity, taught me the resilience needed to face these challenges head-on.

One of the most crucial lessons I’ve learned is the importance of authenticity. In a world that constantly chases trends, staying true to your vision and values sets you apart. It’s about crafting stories that are genuine, that resonate on a human level. Another lesson is the power of community. Success is seldom a solo endeavor; it’s the support, collaboration, and shared wisdom of others that lift you up.

What I want the world to know about me, and by extension, Saniia, is that at our core is a commitment to making a difference through creativity. We are not just a business; we are a platform for inspiring change, for telling stories that matter, for creating art that touches lives. Our journey is a testament to the belief that with passion, resilience, and a bit of creativity, it’s possible to leave a mark on the world.

As for our story, it’s still being written. Every project, every campaign, and every collaboration is a new chapter, a step towards realizing a vision that’s bigger than ourselves — one that’s rooted in the power of creativity to inspire and transform.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
During my best friend’s visit to Dallas, we’d immerse ourselves in the city’s vibrant culture and culinary scene. Our journey would begin with explorations of the Dallas Museum of Art and the Nasher Sculpture Center, capturing the essence of global artistry. The Bishop Arts District would provide a quaint backdrop with its eclectic boutiques and street murals, perfect for leisurely afternoons. Culinary adventures would take us to Colette for French-inspired dining and Uchi for innovative sushi, showcasing Dallas’s diverse gastronomy.

Evenings would offer a glimpse into Dallas’s lively nightlife, from my favorite spot in Bishop Arts – Ladylove to live music in intimate venues, celebrating local talent. A leisurely day at White Rock Lake, enjoying the natural beauty and outdoor activities, would offer a serene contrast. This visit, encapsulating the best of Dallas, would ensure my friend leaves with lasting memories of the city’s dynamic spirit and warmth.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
In this journey of mine, if there’s one shoutout I wholeheartedly want to give, it’s to the incredible creative community of Beirut. This vibrant collective of artists, designers, musicians, and thinkers has been nothing short of inspirational in my path. The city, with its rich history, resilience, and unparalleled spirit of creativity, has played a pivotal role in shaping my approach to life and work.

The creative community in Beirut, despite the challenges it faces, thrives on innovation, collaboration, and an unbreakable spirit. It’s this environment that taught me the true value of creativity as a means of expression, connection, and change. The energy, the passion, and the sheer talent I encountered there have left an indelible mark on my ethos and my approach to creative work.

I was fortunate to witness firsthand how art and creativity can bring people together, spark conversations, and even drive social and cultural change. This community doesn’t just create; it inspires, it challenges, and it perseveres, embodying the very essence of resilience and hope.

So, to the creative community of Beirut, this shoutout is for you. Your influence extends far beyond the city’s borders, touching the lives of many, including mine. Your resilience, your creativity, and your unwavering spirit deserve all the recognition and admiration. Thank you for being a beacon of inspiration and for showing the world the power of creativity in overcoming adversity.

Website: https://saniia.com

Instagram: https://www.instagram.com/sarahamrou_/

Linkedin: https://www.linkedin.com/company/saniia/

Other: https://www.instagram.com/saniiamade