Lessons from Amy Astley, the Global Editorial Director and Editor-in-Chief of Architectural Digest
Some moments in your career remind you why you started in the first place.
February 28, 2024 was one of those nights. I was honored to be invited by Mayer Rus, West Coast Editor of Architectural Digest, and Design Within Reach to celebrate the grand opening of their stunning new flagship in San Francisco. The evening was a designer’s dream: an inspiring mix of creative minds, incredible design, and, of course, impeccable hors d'oeuvres. But one conversation, in particular, made a lasting impression.
Between sips of champagne and the buzz of industry chatter, I found myself face-to-face with Amy Astley, the Global Editorial Director and Editor-in-Chief of Architectural Digest. A woman who has redefined design journalism, expanded the magazine’s digital reach, and championed new talent along the way.
And here she was — warm, approachable, and, to my surprise, encouraging me to submit my projects for review.
For any small business owner, recognition from a leader like Amy isn’t just a compliment: it’s a moment of validation. But as I reflected on her journey, I realized her success wasn’t just about talent; it was about bold moves, adaptability, and resilience — lessons that any entrepreneur, including myself, can apply every single day.
Amy’s career is a masterclass in innovation and reinvention. Here are five invaluable lessons I took away from my encounter with her; lessons that every business owner, designer, and creative can learn from:
Try, Fail, and Try Again. Amy has always pushed boundaries, from launching Teen Vogue to transforming Architectural Digest into a global powerhouse. Her philosophy? Keep innovating. Don’t fear failure. If something doesn’t work, pivot and keep moving. In my own business, I’ve learned that taking risks—whether it’s pitching a bold design concept or expanding our services—is the only way to grow.
Lead from the Trenches. Amy’s leadership style isn’t about delegating from a distance; she’s hands-on, working alongside her team. It’s a reminder that, as a business owner, your team will follow your lead. If you’re passionate, dedicated, and willing to do the work, they will be too.
Cultivate a Strong Team. Astley’s ability to recognize and nurture talent is one of her greatest strengths—she knows that the right people in the right roles make all the difference. That insight resonated deeply with me. For me, this reinforced the importance of curating not just beautiful spaces, but also a core team of advisors, junior designers, project managers, and directors who not only support but help shape and expand my creative direction. Beyond that, it’s about building relationships with the right collaborators — contractors, vendors, tradespeople, and artisans—who bring projects to life with the right touch and care.
Tell Stories That Matter. At Architectural Digest, Amy doesn’t just feature beautiful spaces — she highlights the cultural significance behind them. People don’t just buy design; they buy stories, emotions, and experiences.
When I founded Saga, I chose the name with intention. In Swedish, Saga means fairy tale, a story worth telling—and that’s exactly how I see design. From day one, my passion has been creating spaces that don’t just look beautiful but feel like home in the truest sense — places that reflect my clients' journeys, aspirations, and the way they want to live. It’s been an incredible adventure, and I wouldn’t have it any other way.
That night at Design Within Reach was more than just a glamorous event. It was a reminder that the path to success — whether as a magazine editor or a small business owner — is paved with courage, creativity, and a relentless pursuit of excellence.
Amy’s encouragement to submit my work? That’s the push I needed. And if I’ve learned anything from her, it’s this: when opportunity knocks, you answer.
Excerpt from AD & Design Within Reach Event Featured in AD March1, 2024 Photo: Carly Hackbarth
Taking a seat on the Frederica Spanish Lounge Chair.
Photo by Radostina Boseva
Design Within Reach assortment of chairs.
Photo By Radostina Boseva
