When work feels like home: diary of a creative business owner

Designer, mentor and writer Sarah Robertson shares her experience of building a business that has become her sanctuary. She illustrates how she engages sense, space and story to breathe life into a creative practice that feels like home.

For many, work is considered a necessary burden, a means to an end. But what if we could transform this way of thinking? What if we could view our work as nurturing and uplifting? Renowned theorist Brian Sutton-Smith, who spent his lifetime exploring and researching the significance of play, once stated: ‘The opposite of play is not work. It’s depression.’ I find this to be a powerful message because work is so often associated with negativity when, really, our jobs can bring a wealth of positivity into our lives.

Senses: the path to a you-shaped business

The journey to building a business that feels like home has layers. It took me a long while to see that it was possible to love my job, and for it to love me back, and that I could pursue a meaningful and purposeful calling that felt stimulating and rewarding. In their book, Creative Confidence, brothers David and Tom Kelley suggest that ‘passion doesn’t preclude effort, it requires it’, so this is less about the idea of never working a day in your life and more about finding a vocation that inspires you to take action.

To connect with what we do for a living, I believe it can help to tap into our sense of self, our likes and dislikes. In my studio, it's important for me to create a sense of comfort before I get down to supporting my clients and focusing on projects. This can look like making time for moments of stillness, and one of my cherished rituals involves making a soothing drink in a handcrafted mug, lighting a candle with a scent to complement my mood, and sometimes choosing a playlist depending on whether I'm writing, planning or designing.

There's an inexplicable charm in this practice that transcends the ordinary, morphing it into a sensory experience. A habit that, as simple as it may seem, is a profound act of self-care, serving as a gentle reminder of the importance of treasuring the tiny instances in life. I am telling myself that my work matters, that I matter.

Spaces: a caring environment for creativity

The spaces we inhabit play a pivotal role in shaping our experiences. A sterile office can stifle the creative spirit, while a studio that radiates warmth can catalyse innovation. A calm atmosphere always helps me shift into the right state of mind, and the smallest of touches can make a difference; a lamp casting a warm, inviting glow, a cosy blanket draped over my chair, or the vibrant green of indoor plants.

I consider my desk an “inspiration station”, a spot where I can fully embrace the pleasure of my client projects rather than regard them as a duty. After all, our jobs need not be the antithesis of fun! So I surround myself with my favourite crystals, stationery, and the books and tools that spark my curiosity and creativity. There's colour and texture, and it feels lively and playful.

Seemingly insignificant items can transform a mundane workspace into one that is reflective and supportive of us, and nurtures our individuality. And I wonder if it might be possible to fall into a deeper state of flow when our spaces are a true expression of our personalities.

Of course, stepping away from your place of work is also integral to creating a business that feels good, and finding a network to share in your successes and setbacks can foster a sense of belonging akin to the comfort of home. Whether you're in the company of others in a co-working area or savouring a coffee in the company of your local café, there's immense comfort and connection to be found in our communities.

Stories: crafting brands that feel like home

When your brand identity encapsulates your vision, values, and unique voice, weaving passion and purpose into your narrative, it builds a bridge. A link between you and your audience and a deeper relationship with yourself.

If I notice a feeling of disconnection in my design practice, I centre myself by revisiting my ‘why’. Reminding myself that collaborating with independent businesses to define their vision, craft beautiful visuals and discover their voice is at the heart of what I do, keeps me firmly rooted in a place of stability. This is where foundations can be found or made, and sparks of excitement and expansion can begin to grow. And it was this desire for groundedness that drove me to launch These Are The Days in 2020. Before this, I managed a design agency with my partner, and although we worked together successfully for many years and I enjoyed the challenge, the business was beginning to eclipse me. It felt unsustainable and required me to work increasingly harder and faster without nearly the same creative freedom I once enjoyed. What I longed for was a slower pace, a rhythm that supported my head and my heart, a business shaped around the contours of my life.

In his 2020 TED talk, Ethan Hawke articulated an idea that echoed with me. He said: ‘If you get close to what you love, then who you are is revealed to you, and it expands.’ What this makes me think about, and what I want to leave you with, is that home is love. It seems logical then that genuinely enjoying what we do is central to feeling fulfilled by our work. It's a process of curiosity and discovery, a journey that allows us to unfold into a safe space where we can fully express ourselves through what we do. And I can't think of a healthier narrative than that. END

Sarah Robertson is a designer, mentor and writer at These Are The Days, and the voice behind Brand Seasons — a publication and podcast exploring the rhythms of creative work and life. Her work blends strategy, styling and storytelling, helping thoughtful founders craft a brand that feel like home.

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Sarah’s piece was first published in Homecoming, heiter issue 2. Discover the issue that comes with many more stories and features about “finding home” in different areas and phases of life here.

How I Stopped Chasing Work-Life Balance and Found a Better Way to Live

Rethinking Work-Life Balance

Work-life balance. How many times have you heard that phrase, and what feelings does it evoke in you? The idea of balance is often depicted as a scale—two weights on either side, needing to be perfectly equal to maintain equilibrium. Or perhaps a seesaw, where two people of the same weight must keep each other level.  

But how realistic is it to achieve “true” work-life balance based on this metaphor? Not just for a fleeting moment—but to actually maintain it?  

I stopped chasing this kind of balance when I had my second child ten years ago. Up until then, I had worked hard to keep everything in check—my career, my personal life, and my time with my firstborn. But when my second child arrived, the delicate balance I had so carefully built completely unraveled. Suddenly, it wasn’t just about managing work and home life, but also ensuring both children received equal attention. I even found myself keeping mental score—playing extra games with Play-Doh to “make up” for a day when the baby had been unsettled. Thinking back on it now, I can’t help but laugh.  

Add in a long work to-do list, and my idea of work-life balance flew straight out the window.  

A Different Approach to Balance

So how do we manage it all? How do you run a business or hold a job, stay present with family and friends, and still make time for your health and wellbeing?  

Let me share the simple shift that has become my lifeline.  

I stopped dividing my life into separate categories. Instead of splitting my time into “work,” “family,” and “health,” I now see my life as one whole. I no longer separate work tasks in my calendar or make distinct work to-do lists—I create life to-do lists and prioritise from there.  

A typical Tuesday in February might look like this:  

• Workout  

• Meeting with a supplier  

• Doctor’s appointment with my eldest daughter  

• Budget meeting  

• Write newsletter  

• Daily walk during my youngest’s dance lesson  

• Pay bills  

This approach has created so much more space in my life. It has made planning and prioritising easier, and most importantly, it has helped me recognise that my “mum duties” and “health goals” are just as important as my “work tasks.” If I have a doctor’s appointment or a school meeting, I don’t overload my list with too many other commitments.  

I’ve also learned to make better use of transitional moments. When I’m waiting at dance class, I bring my walking gear and go for an hour-long walk—regardless of the weather. Sometimes, I use this time to reflect on a blog post I’m writing, to think through a problem, or simply to allow my mind some well-deserved white space.  

Your Life as a Whole

As women, as mothers, as people, it’s easy to compartmentalise our lives—to separate our roles and have them compete against each other, leaving us feeling as though we’re never doing enough in any area.  

But what if we saw life as a whole? What if we treated our time as sacred? Work can happen on a park bench while the baby sleeps. Family time can take place during an event you genuinely want to attend. Movement can happen in the parking lot behind the football field.  

Perhaps it’s time we stop trying to balance it all—and instead, redefine work and focus on our whole life. END 

Alexandra Nash is a dynamic leader, entrepreneur, and mother with a remarkable journey. She has founded and sold multiple businesses, worked with hundreds of entrepreneurs worldwide, and previously served as a tech CEO and business owner. Currently, she is the Head of Sustainability and holds multiple board positions.

Passionate about creating impact, Alexandra founded the social enterprise Yuhme and contributes to Ndara ti Beafrika. She also volunteers as a mentor at NyföretagarCentrum, supporting new entrepreneurs in their journeys. As the writer of the Substack publication The Diary of a Sustainability Advocate, she brings important conversations to the forefront.

Beyond her professional achievements, Alexandra is a former Swedish World Cup swimmer—demonstrating her drive, resilience, and dedication in all areas of life.