ABOUT US

Founded in 1997, Design Direction is your company’s answer to highly creative designs in gift-wraps, greeting cards, and original prints for textiles, apparel and home furnishing.  We are a full-service art studio with a global reach and a track record of success in creating image, brand identity and creative designs for companies, products and merchandising lines. Design Direction has helped various start up companies with their launch of new products & Lines

Our collection is the creative effort of 52 artists worldwide that are designing for the textile, stationery and paper industries (greeting cards, wrapping paper, and shopping bags and other related products), Home Furnishings (kitchen, tabletop, bedding, bath, juvenile, novelty) and giftware and tabletop ceramics. We have an extensive collection of Christmas & designs for all other Holidays. Our Every day & special occasions collection is created with the latest trends in mind. Our collection is unique, each piece of art an original. Our studio has an excellent reputation with both domestic and global companies. The quality of our collection speaks for itself. We work with extreme harmony with both European and American artists.

Management

Design Direction Management is made up of the Brother/Sister Team of Sonya and Ashish Sarin.

Sonya Sarin has built her long-standing career in Fashion by following her own set of rules. Totally charismatic Sonya Sarin has been rocking the fashion industry with her unique style prior to opening one of the most hottest and creative Art & Design Studio in NYC.

In the early stages an idea of creating designs for resort wear stemmed from endless travel to all kind of destinations. Traveling to beautiful cities with beaches and vacation spots to sell a concept and art is what made Design Direction the Number One leading New York studio in resort-wear through the 90`s and into early 2000.
With strong relationships with the major retailers in US and experience in the Global market, including Japan and Europe, Sonya Sarin has been successful in every endeavor she has taken. Her commitment to remain true to her one of a kind vision has afforded Sonya continued success in an industry known for its fickleness. Her ability to change with the times while keeping her designs unique has not gone unnoticed. Her love of detail and design is evident in everything she does in life and in business. Her enthusiasm, creativity and boundless talent that have kept her in the forefront of fashion for the past 25 years will continue for years to come.

Ashish Sarin
Joined Design Direction in new millennium bringing a breadth of freshness to the idea of sales. His ability to build a great relationship with clients helped the company grow and expand its reach to other industries besides Fashion and Apparel. With his endless energy Ashish traveled and presented collections in all the major trade shows in the design world and established solid relationships all over USA & Europe. His sense of humor and respect for deadline soon made him a darling to the clients who interacted with him.

He was known for never being fazed by any challenge presented to him in any form or shape. He brought in the most difficult and complicated projects to the design studio and with his sales experience turned them into amazing products.
His positive energy went a long way in growing the business and expanding into other industries became inevitable. With the result a business, which started primarily in the fashion industry, grew leaps and bounds into the other areas of art.