Sarah Neuendorf is an illustrator based in Berlin. In addition to illustrating children's books, she creates postcards, books, and posters for her own label, Gretas Schwester. Her work is inspired by her travels, nature, and her children. The result is a vibrant mix of colorful animals, flowers, people, and landscapes.
Can you share an important moment in your life or career that shaped your artistic or entrepreneurial path?
After my vocational training in Berlin, I moved to Bremen to study. However, I didn’t get into the courses that interested me at university, so I often skipped lectures. Instead, I spent time bored in my shared apartment, went to concerts, browsed flea markets, or visited the cinema. But I also had time to focus on my own creative work, and during this period, I developed many products for my future online shop.
For a long time, my dream had been to become a children’s book illustrator. During my schooling, I had an amazing illustration teacher who encouraged us not to aim for perfection but to find our own style. This, combined with my reluctance to conform too much when it comes to my creative work, eventually led me to pursue self-employment.
What challenges have you faced along the way, and how did you overcome them?
When you start your own business, you often need perseverance, patience, and a bit of money to get through the initial phase. I spent a lot of time at design markets, selling my small selection of products, talking to other creative people, and collaborating with them. The meetings with Jules from Herz und Blut and Valeria from Monkind had a particularly strong influence on me. Working together with other creative people, empowering each other, and not seeing each other as competitors is one of the most beautiful things I’ve learned on my journey.
Balancing business career while being a mum can be challenging. How do you find that balance?
It’s not always easy. I’ve learned to accept that I can’t always be as creative as I’d like to be. Some weeks, all I manage is answering a few emails and putting out small fires, while the creative work often takes a backseat. On the other hand, my children also influence my work in a beautiful way, giving me ideas for new products or illustrations. I think that when our little team member starts daycare, the time I have available to paint will feel endless and wonderful again.
Beyond your creative pursuits, what are your other passions and how do they influence your work?
I love cooking, photography, and crafting. A good meal makes me happy and gives me energy. My photos are a great way to showcase my work, and doing creative activities with my kids inspires me with new ideas.
Are there any women whom you consider role models?
In addition to the amazing women around me, I admire Luisa Neubauer. I wish I could be as brave, quick-witted, and smart as she is. If anyone can manage to save our world, it’s her!
What advice do you have for women who are aspiring to make a mark in the art/business world?
Join forces, stay persistent, be brave, and show what you’re capable of. Too often, women hide from their talents!
What's your go-to comfort food when you need a pick-me-up?
If I could only eat one dish in my life, it would probably be Bibimbap. It always makes me very happy. Otherwise, a chai latte with oat milk from my favorite café with a piece of banana bread also helps in the afternoon.
Do you have a guilty pleasure TV show that you enjoy binge-watching?
It's not typical guilty pleasure TV, but Gilmore Girls always works.
If you could teleport to any place in the world right now, where would it be?
Being by the sea would be wonderful. The place shouldn't be too hot or too cold—just sweater weather. I’d go for walks on the beach with the kids, collecting shells.
What's your morning ritual that sets a positive tone for the day?
I love to drink an Earl Grey tea first thing in the morning. After that, I'm ready for the kids' fashion crises and lunch boxes for school and kindergarten.
Most-used Emoji:
🤪✌❤
What was your absolute favorite cartoon when you were a kid?
I wasn't allowed to watch TV as a child. I made up for it in my youth by watching trash TV ;)
Describe your ideal creative space. What elements make it inspiring for you?
My ideal creative place would probably be a cottage on a wild coast overlooking a small vegetable garden. Beyond the garden, there would be heather growing and perhaps a pony grazing. My desk would be by a window with a view of this scene, and my tea cup would magically refill itself over and over again.
My studio in Berlin is also lovely. I have a big table, peace and quiet, and I can listen to as many Three ??? episodes as I want. There’s also a kettle for tea ;)
Do you have an unexpected or quirky talent that people might not know about?
I have a very good sense of taste. I can often identify which ingredients are hidden in dishes. That's why I love good food—it makes my taste buds happy.
Is there something unusual or unexpected that you have in your wardrobe? What is your favorite piece of clothing and why?
My style is rather understated; the most striking piece of clothing I own is probably my gold shoes, which I love to wear to celebrations and a Granny Square cardigan that I received for my last birthday.
After my third pregnancy, my body naturally changed and still needs some time to recover. That's why I’m currently wearing comfortable, loose jeans or your YJU pants paired with one of my many sweaters.
When it was still warmer, I wore my pink Linen Fox jumpsuit on repeat.
Could you describe your clothing style? What do you most like to wear?
I like a floral dress and I wear a cozy jumper over it and Blundstone boots. But I'm also happy with a comfortable pair of jeans and a nice sweater.
Sometimes I'm still stuck in my indie movie days when it comes to clothes. ;)
Which is your favorite OAT AVA piece? What are 3 words that first come to your mind about OAT AVA products?
The MOA Jumper for sure!
For me Oat Ava is Soft, colorful, special <3
Favorite movie:
(500) Days of Summer
Country you haven't visited yet but would like to:
Japan! I am particularly interested in arts and crafts, culture, food and bathing in an onsen.
Superpower you'd like to have:
Healing powers - would be very helpful with kindergarten children and in this crazy world.
One thing you'd change in the World:
I would replace the power-hungry men with innovative, creative and future-oriented women.
Three things you're very grateful for:
My family, my safe home and being able to pursue my passion as a profession.
