Podcast Summary: Business of Home with Sarah Robertson of Studio Dearborn

Episode: Studio Dearborn's Sarah Robertson creates kitchens that light people up
Host: Dennis Scully
Guest: Sarah Robertson (Founder, Studio Dearborn) and Owen Robertson
Release Date: April 13, 2026

Brief Overview

In this episode, Dennis Scully visits the converted garage studio of acclaimed kitchen designer Sarah Robertson and her son Owen, the second official employee of Studio Dearborn. The conversation traces Sarah’s unique path from business consulting to award-winning kitchen design, explores her ethos of blending efficiency with beauty, and delves deeply into the intricacies of creating highly personal, long-lasting kitchens. The episode also discusses the business side of design, from pricing and profitability to harnessing the power of social media, alongside Sarah’s forward-looking approach as she writes her first book on kitchen design.

Key Discussion Points & Insights

1. Sarah’s Non-Linear Path into Kitchen Design

• Began with an MBA and consulting at McKinsey & Company, denied her design instincts for years.
• Early signs of design interest: “I remember as a four year old sitting in my preschool and looking at the walls and thinking that this lunchroom area would be so much more just welcoming and hospitable if they painted the walls a different color.” (Sarah, 04:25)
• Realized her passion during property renovations in Chicago with her mother after her parents’ divorce.
• First kitchen design for a friend’s mother led to referrals and the launch of Studio Dearborn.

2. Signature Approach: Organization, Efficiency, and Architectural Authenticity

• Focuses on maximizing every inch inside cabinets—prioritizing thoughtful efficiency and reducing excess cabinetry to open space for art and light.
• Sees kitchen cabinetry as furniture: “It's really about those furniture grade details. We really think about cabinetry as furniture.” (Sarah, 53:14)
• Strong emphasis on tailoring kitchens to the home’s original architecture, including custom molding profiles to create a sense the kitchen has always belonged.

3. Business Growth & Social Media

• Initially grew her brand and client base through Houzz, then pivoted as Instagram and especially video content (Reels, TikTok) gained traction.
• “It was a huge hit…Instagram in general, reels in particular, were actually bringing in real client leads.” (Sarah, 20:15)
• Studio Dearborn is intentionally small-scale: Sarah prioritized flexibility to parent, only recently adding Owen as a full-time team member.

4. Pricing, Profitability, and Consultation Business

• Fee structure typically includes a design fee plus markup on cabinets. Wrestles with undervaluing her highly detailed work.
• “Mom, you need to be charging way more for what you do.” (Owen, 25:27)
• Consultations—charging $3,000 for 90 minutes—allow Sarah and Owen to “skim off the cream” of their expertise for a wider audience while limiting time-intensive full projects.
• Ongoing challenge: Tracking time and distinguishing the value of high-touch consultative design versus routine project-billing.

5. Client Process: Translating Needs into Living Spaces

• Stresses the importance of starting with everyday function and working towards aesthetics.
• Clients are increasingly educated but still often lack vocabulary for what makes a functional kitchen—a process Sarah refines through multiple meetings and iterative design.
• Memorable moment: Client’s child giving a tour of every kitchen drawer, thrilled by how intuitive and livable the space became. (Sarah, 64:15)

6. The Philosophy and Ethos of "Dearborn Kitchens"

• Natural light is a non-negotiable: Sarah works to maximize windows, often before organizational elements, as the defining feeling of a great kitchen. (Sarah, 50:46)
• Organization is next: “As a natural…outflow of that, we have to make sure that the cabinets are well organized. Right. Because we've just taken a few away...” (Sarah, 51:07)
• Strict cabinet hardware standards (e.g. all-brass shelf pins), frequent use of custom millwork, and a preference for working with Amish cabinetmakers for quality and flexibility.

7. The Changing Role of Kitchens and Home Trends

• Kitchens now serve multi-layered purposes—cooking, social space, statement rooms, even pet stations.
• Clients focus more on functional luxury, not just surface aesthetics. “I kind of tend to focus on...the functionality is the luxury in my world.” (Sarah, 34:32)
• Discusses movement beyond white and cream kitchens, encourages homeowners to embrace bold color and “English kitchen” informality, with freestanding elements and personalized details.

8. Industry Topics: Collaboration, Technology, and the Future

• Strong advocate for kitchen designers to be in early on projects and to work collaboratively with architects and interior designers.
• Skepticism toward “smart” appliances: “We like dumb kitchens.” (Owen, 54:06)
• Shifting opinion on induction cooking: switching her own kitchen from gas, citing health and control benefits. (Sarah, 56:07)
• Observes increasing demand for specialized consulting, often from other designers or architects seeking her expertise.

9. Looking Ahead: Studio Dearborn’s Book Project

• Upcoming book (2027, Clarkson Potter) aims to organize and share her expansive knowledge and process so homeowners (and pros) can create better kitchens—and thus “a better life through a better kitchen.” (62:20)

Notable Quotes & Memorable Moments

• On the transformative power of kitchens:
  “The luxury is in this process of getting to understand your client and their needs and every client's going to be different.” (Sarah, 37:30)
• On organization and delight:
  “I had the most fun ever with a client's daughter who is about 8, who…gave me a tour of the kitchen that I had designed for her. She wanted to give me a tour of what was in every single drawer…and it had me practically in tears because there was such joy for her that she knew where everything was…” (Sarah, 64:15)
• On growing the business:
  “Mom, I want to do this with you. And then I joined and I was the second employee of two.” (Owen, 23:50)
• On “smart” kitchens:
  “We like dumb kitchens.” (Owen, 54:06)
• On the evolution of kitchens:
  “We weren't focused on functionality before, but…we were just sort of creating kitchens that looked pretty and really didn't serve us well in the past.” (Dennis, 31:03)
• On creative risks:
  “Getting someone to have comfort in that, even though they've never seen it before on Pinterest or Instagram…” (Sarah, 40:34)
• On charging for value:
  “A 90 minute consult is $3,000…because we give you so much more than that.” (Owen, 48:37)
• On what defines a Dearborn kitchen:
  “For me, one thing…that I value more than just about anything is natural light.” (Sarah, 50:46)
• On the personal touch:
  “The reason I hired you was for you.” (Sarah, 37:30, reporting a client)

Important Timestamps

• Sarah’s early interest in design: 04:25
• How her business started: 08:58
• Signature approach (organization, custom details): 12:06
• Social media and marketing strategies: 19:11, 20:15
• Working as a small team; adding Owen: 21:45–23:51
• Consultation business and pricing: 24:15, 25:27, 48:37
• Client process and satisfaction: 28:46–31:14, 64:15
• Millwork, Amish cabinetmakers, organization philosophy: 11:21, 53:14
• “Dearborn Absolutes” and natural light: 50:46–51:12
• Industry trends – smart kitchens, induction, color: 53:32–59:20
• “English kitchen” trend: 59:32–60:57
• Book announcement: 60:59–62:35
• Philosophy: Function first: 63:21
• Kitchens as emotional well-being anchors: 65:41
• Pet stations: 67:06

Conclusion

This episode showcases Sarah Robertson’s distinctive philosophy—blending meticulous organization, functional luxury, and architectural integrity to create kitchens that “light people up.” Her business is a fusion of creative vision, practical design, and client-centered process, all against the backdrop of an evolving industry embracing color, personalization, and new forms of collaboration. Owen’s addition brings strategic thinking and focus on value, showing how even a small firm can have outsized impact with the right combination of expertise and passion.

For more on Sarah and Studio Dearborn:

• Follow @studiodearborn on Instagram
• Visit studiodearborn.com

Upcoming:

• Look for her book with Clarkson Potter, “A Better Life Through A Better Kitchen” (April 2027).