Business of Home Podcast How Homes & Gardens' brand director is pivoting in the age of AI
Sep 22, 2025
In this engaging conversation, Sarah Spiteri, the global brand director of Homes & Gardens and Livingetc, discusses her journey from English literature to interior media. She reveals the unexpected American interest in British design, attributing it to its rich, layered aesthetic. Sarah champions initiatives like Next in Design to support emerging talent and shares how the By Design platform offers authentic, designer-driven content as a counter to AI. With a focus on community and premium print, she outlines her vision for connecting contemporary craft with global audiences.
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Serendipitous Career Start
- Sarah emailed an editor cold at age 24 and got hired the same day, launching her long magazine career.
- She moved between Livingetc and Homes & Gardens, growing through varied editorial roles over 15+ years.
Legacy Brand With Modern Growth
- Homes & Gardens is a 1919-founded British interiors institution focused on layered, soulful decorating and gardens.
- The brand recently reached its largest UK audience ever and is growing across platforms, especially digitally.
U.S. Audience Dominates Traffic
- About 70% of Homes & Gardens' website traffic is from the U.S., making the American market crucial.
- The brand built a US editorial team to better serve and grow that audience.