Meet Sarit Saruri of Interior Conception

Today we’d like to introduce you to Sarit Saruri.

Hi sarit, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Before founding Interior Conception, I spent more than a decade as an art director, which shaped my eye for composition, color, materials, and visual storytelling.

My transition into interior design began with the opportunity to work as a designer on a major tract-home development. Unlike a more traditional design role, where time on-site may be limited to periodic visits, I was present throughout the construction process on a daily basis. That experience allowed me to see how a home comes together from the ground up and gave me a deep understanding of construction, sequencing, problem-solving, and how design decisions are executed in the field.

I later worked with several design-build companies while returning to school to earn my degree in Interior Architectural Design. At the same time, I was taking on my own luxury residential projects. After several years of building experience in both environments, I founded Interior Conception, a Los Angeles-based interior design firm specializing in luxury new construction and full-scale residential renovations.

I take every project personally and approach each home with the same care and consideration I would give my own. To me, the details are what ultimately make the greatest difference. The layering of textures and materials, the architectural elements, and the relationship between each space all work together to create a home that feels thoughtful, cohesive, and deeply personal.

That same attention extends to how the home will function in everyday life. The way a space flows can directly affect how someone feels and moves through their day, so I consider beauty and functionality together from the very beginning. My goal is to create homes that not only look beautiful, but also make daily life feel easier, more comfortable, and more enjoyable.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It has not always been a smooth road, but every challenge has helped me grow into a stronger designer and business owner. One of the biggest lessons was learning how to balance the many moving parts of a project while maintaining the level of care and attention to detail that I expect from myself.

I also had to learn the importance of setting clear boundaries. When you are building a business, it is natural to want to give everything you have and prove your value. Over time, I realized that being available at all hours or constantly giving beyond the agreed scope does not create a better process. Clear communication, mutual respect, and healthy boundaries allow me to do my best work and give each project the attention it deserves.

The journey has taught me to trust my experience, stand confidently behind my decisions, and lead with a clear point of view. Finding that confidence did not happen overnight, but it has been one of the most rewarding parts of building my company. Every challenge has strengthened my voice and helped me become more intentional in both my work and the way I run my business.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Interior Conception is a Los Angeles based luxury residential design firm specializing in new construction, major renovations, and whole-home interiors. I provide a comprehensive design experience that can include space planning, architectural detailing, kitchens and bathrooms, custom cabinetry, lighting, material selections, hardscape design, and final installation.

I am especially drawn to contemporary, modern, transitional, and modern Mediterranean design. Regardless of the style, I want every space to feel clean, refined, elevated, and inspired, but never cold or unapproachable. I love combining strong architectural elements with natural materials, rich textures, thoughtful lighting, and warm, comfortable layers. The goal is always to create a home, not simply a beautiful house.

Interior Conception is known for interiors that feel cohesive and considered without feeling overly designed. I do not follow one formula or impose the same look on every project. Each home should reflect its architecture, its surroundings, and the personality of the people who live there.

What I am most proud of is building a brand around a more meaningful idea of luxury. To me, luxury is found in quality, originality, comfort, and thoughtful execution. It is creating a home that feels special when you first walk in, but also feels natural and enjoyable to live in every day.

Can you talk to us a bit about the role of luck?
Luck has certainly played a role in my journey, especially in the opportunities that opened the first doors for me. Being given the chance to work as a designer on a major tract-home development at the beginning of my career was incredibly fortunate. It placed me in an environment where I could be on-site every day, learn the construction process firsthand, and gain experience that would ultimately shape the way I work today.

At the same time, I believe opportunity only becomes meaningful when you are prepared to do something with it. I had to show up, ask questions, absorb everything I could, continue my education, and build on each experience. There have also been projects that did not work out as planned and moments that felt like setbacks, but many of them redirected me toward better opportunities or taught me lessons that strengthened my business.

I see luck as the door that may unexpectedly open, but hard work, persistence, and relationships determine what happens after you walk through it. I am grateful for the opportunities I have received, but I am equally proud of the work it took to turn those opportunities into a career and a company.

Contact Info:

• Website: https://www.InteriorConception.com
• Instagram: https://www.instagram.com/interior.conception/
• Facebook: https://www.facebook.com/InteriorConception/

Image Credits
Photographer: Katya Grozovskaya