Category Archives: Allgemein

SARAH JOHANN bags in New York

Allgemein | Jul 13 | No Comments

The „Handmade in Germany Worldtour“ stopped in New York City end of May. It was the main feature at the International Contemporary Furniture Fair ICFF during New York Design Week. More than 150 German designers, design studios and manufacturers – including SARAH JOHANN – were presented on a 800 square meters space.

The exhibition at this most important North American design fair took four days and had more than 36.000 visitors. For most of them the main purpose for visiting the „Handmade in Germany“-area was to discover new designers and products, find new suppliers and check out new trends and styles of contemporary design from Germany.


1 year SARAH JOHANN studio

Allgemein | Apr 10 | No Comments

Oh my. Where has the time gone? A year ago I launched my website and started selling my first bag collection. It was a pretty exciting and busy year. I had my first campaign on the design marketplace MONOQI, attracted new retailers in Germany and Switzerland, designed a special edition bag for the crowd buying platform NEWNIQ and launched my small leather goods line. It felt like sprint without an end but was absolutely happy making at the same time. And that is what really counts, right?

Of course, after having a regular job for 8 years getting self-employed and starting your own business was never going to be easy. I knew that especially selling handmade products for a living would be tough. However, this didn’t prevent me from taking this step. And I love it! With the support of old and new friends SARAH JOHANN studio started to grow and is now stepping into its next phase.

I am so much looking forward to the next year. And first of all the next months with lots of exciting things going on – launch of my new collection, a new lookbook and my second campaign on MONOQI.

Stay tuned!

(Of course, we had to celebrate this day with a piece of my all time favourite cheesecake from Five Elephant ;))


Instagram Pics #3

Allgemein | Apr 07 | No Comments

I’ve been so busy with designing and producing my new collection within the past few months, I’ve totally neglected this blog.

But at least, I managed to update my Facebook and Instagram profiles fairly regularly. So here’s a little summary of what I captured with my phone cam lately…



Allgemein | Nov 20 | No Comments

Last week I had the chance to explore some of Berlin’s surrounding woods. It was a very grey day, the thick fog hung very low and tipped the tree tops. It was kind of mystical. I love the silence while walking through a forest and I can’t get enough of that autumnal smell of humid leaves, spruce needles and wood.

When I was in Grunewald, at the Havel river, the scene reminded me a bit of my Norway trip two years ago. The calm water, the silence and all that grey… Simply beautiful.










Good coffee, good morning

Allgemein | Jun 22 | No Comments


There’s nothing better than starting the day at your favourite place for good coffee. Luckily I have one of Berlin’s best cafes in my neighbourhood – the Five Elephant. There you can not only get directly traded coffee specialities and delicious fresh baked bagels. These guys are also very famous for their extraordinary Cheesecake. I love to go there early in the mornings, sitting outside, making up my mind of what’s on my to do list for the day before switching on the sewing machine.





Gardening time

Allgemein | Mai 18 | No Comments


This weekend it was time for cleaning up the terrace and sowing new herb and flower seeds. I love it when it’s all in bloom and the leaves are deep green…


Where it all began

Allgemein | Apr 10 | No Comments


I’m incredibly happy. After overcoming all bureaucratic obstacles I can FINALLY get started with my Herzprojekt.. my own bag label. Yay! I’ve had it in mind for quite some time, but it took me a while to take this step.

There was one particular event where my ideas for this project started to grow: A hiking trip through Norway. It was definitely the most adventurous and exciting vacation I’ve ever done. Going by train and by foot we made it from Oslo to Bergen, passing the snowy Hardangervidda and beautiful Aurlandsdalen. We gathered so many impressions, it was simply mindblowing. I love looking at the pictures over and over again..