Sarah Amrou shared their story and experiences with us recently and you can find our conversation below.
Sarah, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What is a normal day like for you right now?
A normal day for me right now is a mix of structure and creative chaos. I usually start my mornings early with coffee and a quick mental reset before jumping into emails, reviewing priorities, and checking in with my team or clients. The first half of the day is usually dedicated to meetings, strategy calls, or content reviews depending on which brand or project I’m working on.
The second half is where I dive into the creative. That could mean writing, building out decks, sketching out campaign ideas, or brainstorming with collaborators. I try to carve out time in the evening to unplug, go for a walk, hang with friends, or catch up on inspiration from music, film, or art. No day looks exactly the same, but they all revolve around building something meaningful and staying grounded while doing it.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Sarah Amrou, and I’m the founder of Saniia — a creative marketing agency rooted in storytelling, culture, and bold strategy. I started Saniia with a vision to help brands break through the noise by leading with meaning, not just aesthetics. What makes us unique is that we don’t just build brands, we build narratives that feel lived in, emotionally resonant, and culturally aware.
My background as a first-generation Lebanese-American and over a decade spent living in Beirut deeply shaped my approach. I bring that blend of resilience, creativity, and perspective into every project. Right now, I’m focused on working with purpose-driven brands, artists, and founders who want to challenge the status quo. Whether it’s a product launch, a full rebrand, or a digital campaign, Saniia is all about helping people tell their story in a way that moves people and makes an impact.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who were you before the world told you who you had to be?
Before the world told me who I had to be, I was a loud, curious, creative girl who felt everything deeply and dreamed without limits. I built worlds in my mind, made art out of scraps, questioned rules that didn’t make sense, and trusted my intuition over what anyone expected of me. I didn’t see boundaries. I only saw possibilities. That version of me still exists. She just had to fight a little harder to stay loud in a world that wanted her quiet.
Was there ever a time you almost gave up?
Yes, there have been moments where I felt completely drained, questioning if all the effort was worth it. Building something from the ground up takes so much out of you, especially when you’re doing it with heart. There were times when things weren’t aligning, when the pressure felt heavier than the progress, and I seriously considered walking away.
But every time I got close to giving up, I’d be reminded of my why. Whether it was a client telling me how much our work changed their business or a quiet moment where I could see how far I’d come, something always pulled me back in. I’ve learned that doubt is part of the process. What matters most is choosing to keep going anyway.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What would your closest friends say really matters to you?
My closest friends would say that what matters most to me is loyalty, purpose, and showing up with heart. They know I care deeply about the people I love and the work I create. I don’t do anything halfway; if I’m in, I’m all in. They’d probably also say I value honesty, protecting my peace, and creating space for others to feel seen and celebrated. At the core, I just want to live with intention and make sure the people around me feel supported and inspired.
Okay, we’ve made it essentially to the end. One last question before you go. If you knew you had 10 years left, what would you stop doing immediately?
If I knew I had 10 years left, I would stop second-guessing myself and overthinking every move. I’d stop saying yes to things that don’t align with me just to keep the peace. I’d stop shrinking to fit into spaces that were never meant for me. Time is too precious to waste on playing small, holding back, or carrying guilt for choosing yourself. I’d make every decision based on freedom, joy, and purpose, nothing less.
Contact Info:
- Website: https://saniia.com
- Instagram: @saniiamade
- Other: IG @lesarouuu
