Welcome to my first Seasons + Stories interview with Sarah Phelps, founder of Sarah + Maude, a boutique letterpress printing studio where modern design blends with traditional craft to create sustainable stationery and products.
I’m delighted to be collaborating with Sarah on the Brand Seasons® Playdeck, and today I’m sharing her path into business, her relationship with nature and the seasons, and how this influences her creative practice.
How did you find your path as a creative?
I’ve always been a creative person at heart, and that’s something that’s only grown stronger as I’ve grown older. A childhood love of drawing anything and everything eventually led to a design degree, and then spending a decade in the design agency world. I would never have imagined I would end up working for myself, but after two redundancies I didn’t want to experience a third. So, I decided to do things on my own terms and launched my stationery business in 2012.
Tell me about your home studio and how it inspires you.
I work from my small home studio, with my press sitting just feet away from our garden, so I’m constantly connected to the outside world. That connection to nature is a huge source of daily inspiration. I find that each season brings its own energy and rhythm, and I’ve come to embrace those cycles—using them as a guide for when to push forward and when to step back. The constant cycles of the natural world remind me that change is a fundamental part of life—just like the seasons, everything is in a state of flux.
Do the changing seasons support your creativity?
I can find creativity in any season, but it tends to flow more freely for me in spring and summer. When the sun is shining, the longer days bring more energy and motivation, which really fuels my creative ideas. On the other hand, as autumn and winter approach, I naturally slow down. These seasons are more reflective for me—it’s a time to look back at what’s worked, what hasn’t, and to reassess. I tend to focus more on refining existing projects or diving into more thoughtful, detailed work, during those months.
Sometimes, you really have to step back to move forward, and I’ve learned that these moments of rest are just as important as the work.
Do you notice seasonal patterns in your business?
Oh, absolutely. It varies from year to year but I’ve definitely noticed patterns—which makes it a bit easier to predict what to expect.
The early part of the year often brings a flurry of inquiries—couples looking to create their wedding stationery, and business owners wanting to restock or refresh their brand stationery. As summer arrives, brand stationery work tends to quieten down, but peak wedding season hits, so I spend my days printing anything from invitations to menus. When September rolls around, brand stationery picks up again, especially as businesses prepare for the festive season.
Then, with my own line of greeting cards and stationery, the months from October to December can get a bit hectic as I ramp up printing for the holidays. And before I know it, the new year arrives, and the cycle begins again!
How do you incorporate pauses into your routine?
For years, I struggled with the idea of pausing because I often felt guilty about taking time for myself, but these days, I actively embrace it. I now prioritise guilt-free time for myself, whether that’s a leisurely trip to a bookstore, enjoying coffee and cake at my favourite café, or indulging in my new passion: climbing at my local gym. And if I get carried away with work, my whippet, Florence, is great at giving me a nudge when it’s time to step away from my desk and take a break.
What are the benefits of these patterns and pauses?
There’s a natural ebb and flow to running a business, and while I used to dread the quieter times, I’ve learned to appreciate the balance. Those months of downtime allow me to recharge and focus on working behind the scenes—whether it’s refining my business or developing new designs. The quieter periods have become just as valuable as the busy ones.
I also find that when I step away, my mind feels clearer, and I return to my work re-energised. It’s amazing how a little break can lead to fresh ideas and perspectives. Sometimes, you really have to step back to move forward, and I’ve learned that these moments of rest are just as important as the work.
How do you reconnect with your creative energy when you’re feeling out of sync?
The everyday ups and downs of life can definitely impact creativity, and I know there have been times when I‘ve struggled–most recently earlier this year. I’ve found the best way to work through that is not to force it, so I usually take a step back and give myself some time away from my work.
I’m a creative person at heart, so when I’m not designing or printing I usually have another creative project on the go. Whether it’s sewing (I make my own clothes), gardening, or a bit of DIY around the house, these activities help to distract my busy mind and provide that much-needed creative fix.
Are there any rituals that help you stay grounded in your life and work?
Yes, but it varies depending on the season! In spring and summer my days can be hectic so I try to start each day outside in the garden, soaking up some early morning sunshine to get my energy flowing. As things quieten down in autumn and winter the shift focuses to feeling cosy, so my days are filled with hot drinks, warm blankets, and candles. I’m all about small, simple rituals that bring a familiarity and routine to my days, so I can relax into my work.
What would you say to someone who is sceptical about looking to nature for inspiration?
I understand the scepticism! For years, I forced myself to stick to a schedule that just didn’t work for me. But I began to realise that the seasons provide a perfect framework. It makes sense to look to nature for inspiration because it reflects the inherent peaks and troughs we all experience. I’ve really noticed the benefits since I started working more seasonally, and my relationship with my work is much healthier as a result.
It makes sense to look to nature for inspiration because it reflects the inherent ebb and flow we all experience.
What steps could help someone adopt a more seasonal approach?
I’d suggest starting small. Perhaps take a moment to observe the changes in nature around you—notice how the colours and light shift with the seasons. Try to align a simple creative project with these changes; for example, making plans and setting goals. Small steps can help you begin to tap into that inspiration and see how it resonates with your own creative flow.
Is there a practice or product you’ve found invaluable for honouring your rhythm?
For me, it’s more of a practice than a product—I started planning my work around the seasonal wheel of the year. With eight festivals spaced about six weeks apart, it offers a fantastic framework for setting short-term (90-day) projects and goals. Celebrating these festivals has also become a joyful way for me to mark the passage of time throughout the year.
How has this transformed your approach?
I find this practice helps me stay attuned and allows me to set intentions that feel aligned. It gives me a sense of structure while allowing my creativity to flow. Each festival serves as a checkpoint to reflect on my progress and adapt my goals as needed. It’s refreshing and keeps my work feeling connected to the world around me.
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Sarah shows us that creativity, like nature, thrives in cycles. By embracing her own rhythm, we can see how she’s formed a deeper connection with her work. I hope her story inspires you to look to nature as a guide for your own creative practice.
Established in 2012, and located on the doorstep of the stunning Peak District, the Sarah + Maude studio is a cosy space where print presses outnumber people and come with their own names–a long-standing tradition in the printing world. You can connect with Sarah on her website and Instagram.
Photography © Holly Booth
