Celebrating Women in Business: Meet Senior Designer Alicia Saso
At Drury Design, we take pride in our legacy as a woman-owned business since 1987. As we approach American Business Women’s Day on September 22, it’s the perfect time to spotlight our talented team, starting with Senior Designer Alicia Saso. With over 18 years of experience creating stunning kitchens and baths, Alicia embodies the spirit of innovation and creativity that drives our firm.
Her thoughtful approach to design ensures that each space not only meets her clients’ needs but also elevates their everyday experiences. Here are some highlights from our recent Q&A with Alicia:
What does working for a woman-owned business mean to you?
“It’s incredibly important to me. Women have always been the majority of our staff. I think it’s awesome to see women running everything. For so long, men have dominated in leadership roles, but witnessing women succeed and inspire others is incredible. It creates a supportive environment that fosters growth and creativity. I have two daughters, and knowing that I work in a place that empowers women sets a great example for them. It shows them that they can aim for any career they choose and thrive in it.”
Alicia infused this office with a feminine flair, transforming it for a high-powered client seeking a departure from traditional masculine and neutral designs.
What excites you most about starting a new project?
“Every project is unique, and each client brings their own vision to the table. The excitement comes from understanding their dreams and translating that into a functional design. It’s like a puzzle—no two pieces are the same. As I design kitchen after kitchen, it never gets old – the challenges and solutions are always different. I love the thrill of selecting materials that resonate with the client’s personality and lifestyle. It’s rewarding to see how a well-planned space can transform not just a home but the daily life of the people living in it.”
How do you balance client needs with your creative vision?
“I think part of that balance comes from our process… the questions we ask our clients are a big part of our M.O. of listening and researching clients’ needs, especially during the initial meetings. Clients often come in with their ideas, pictures, and inspiration from places like Pinterest and magazines. I make it a point to hear their vision first and then find a way to integrate my expertise. It’s a collaborative effort – combining their preferences with my design knowledge – we create spaces that are not only beautiful but also functional.”
What’s a small design change that can have a big impact in a home?
“Bringing in natural light can make a huge difference! Something as simple as replacing heavy window treatments or adding a wider doorway can transform a space. It not only brightens the room but also creates a more welcoming atmosphere. I’ve seen spaces come to life just by allowing more light in—it’s amazing how much a brighter environment can elevate the mood of a home.”
Alicia and designer colleague Emily Kreber (City Design Des Moines) recently toured Italy for design inspiration and a literal deep dive into a quarry where clients’ countertops are sourced.
What’s your favorite design tool or resource you couldn’t live without?
“I rely heavily on software tools for design visualization, but I also cherish my network of fellow designers and resources like NKBA classes. Keeping up with industry trends through education is crucial. We’re big on staying on top of industry certifications and insights. Also, I love that social media platforms, especially Instagram, provide a daily dose of inspiration from other designers and innovative ideas.”
What role do you think women play in shaping the future of the design industry?
“Women are undeniably shaping the industry. There’s a growing number of women-led firms, and many independent female designers are making significant strides. This diversity in leadership brings fresh perspectives and approaches to design, which is essential for innovation. I believe women are paving the way for future generations, demonstrating that there’s no limit to what we can achieve.”
What’s the most rewarding feedback you’ve ever received from a client?
“I once worked on a design-only project for a client who had experience with remodeling. I wasn’t sure how she felt throughout the process, as we had a relatively quick turnaround. When the project was complete, she sent me a heartfelt email saying, ‘You’re so talented; I’m so glad we got to work together.’ That kind of feedback is incredibly rewarding, especially knowing that I made a positive impact on her experience.”
What’s something about your approach that clients might find surprising?
“I like to keep things fun! While we take our work seriously, I believe that having a lighthearted atmosphere makes the design process more enjoyable for everyone. If I’m upbeat during a conversation, it sets a positive tone that clients can feel, even over the phone. When we can enjoy the journey together, it creates a collaborative and creative environment that leads to fantastic results.”
Take a close look at Alicia’s designs and you’ll notice clever features that make her clients’ lives easier. This shower includes a tub spout and a low niche for effortless leg shaving.
What advice would you give to young women aspiring to enter the design field?
“First and foremost, get a solid education – it’s the foundation of your career. After that, embrace all the inspiration available on social media, but don’t forget the importance of practical experience. Internships or working alongside established designers can provide invaluable insights. Remember that every successful designer started somewhere, and perseverance is key. The journey may not always be easy, but it’s so rewarding when you see your ideas come to life.”
Alicia’s insights showcase her expertise and reflect the vibrant culture at Drury Design, where collaboration and creativity thrive. As we continue to celebrate women in business throughout October, we invite you to connect with Alicia and explore how her unique vision can transform your space.
Stay tuned for more designer profiles as we highlight the incredible women of Drury Design!