Meet Sarah Hammel | Founder of In The Den

We had the good fortune of connecting with Sarah Hammel and we’ve shared our conversation below.

Hi Sarah, what do you attribute your success to?
The foundation of both my personal and brand’s success lies in authenticity. Success goes beyond financial wealth, it’s about staying true to myself and my art. Each project I take on is an avenue for self-fulfillment and creative expression. Over time, I’ve recognized the significance of pursuing ventures that resonate with my passions and bring genuine joy. Success isn’t a one-size-fits-all concept. While finding financial stability in doing what I love is rewarding, the ultimate victory, for me, lies in the journey toward creative fulfillment.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.

As the creative force behind In The Den, my journey began with a passion for creativity. From my early days immersed in art class and later as a floral designer in high school, to exploring various creative realms such as the culinary arts as a private cook, and eventually embarking on a career spanning over two decades as a celebrity hair colorist, my diverse experiences shape our studio’s dynamic versatility.

In The Den is a Los Angeles-based Design Studio where art and nature converge to create a sanctuary for your home, events, intimate dinners, and editorial sets.

Our specialty lies in creating floral experiences that transcend mere aesthetics; they tell stories. Whether enriching your living space, elevating your events, or setting the mood for intimate gatherings, our designs breathe life into every moment.

But In The Den is not just about flowers. We offer curated vintage homewares, apothecary goods, and plant-inspired recipes.

Our philosophy revolves around the careful juxtaposition of curated and collected elements, creating spaces that are both subtle and striking. It’s about more than design; it’s about cultivating a space you love.

Every detail within In The Den is meticulously crafted with the belief that if it intrigues the senses and incites pleasure, it belongs here.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Gjelina – A forever favorite for breakfast, lunch, or dinner. Afterward, take a stroll around Abbot Kinney to explore and digest.

Saffys – For dinner, my go-to is the red snapper tagine (this is a dish I always try to recreate at home).

N Soto – For dinner, try everything; it’s all good!

Horses for Dinner – Perfect for some good people watching. Order the mezcal margarita with cucumber and dill, smoked salmon lavish, and their caesar salad.

Escuela or Sonoratown – If you know me, you know tacos are my favorite food.

Broad Street Oyster Co. – For the best lobster rolls in LA (take it to go and head to the beach).

Places for After Dinner Drinks with City Views:

Tower Bar – My favorite place for a martini, plus it’s walkable & who doesn’t love their silver tray of snacks?

Soho House – Another great option for drinks and great city views.

Activities:

Griffith Park, Los Leones Trailhead, and Franklin Canyon – perfect for a scenic hike.

Zuma Beach – For a relaxing beach day with a beach picnic.

Park Picnic – Enjoy a picnic at a local park, such as Will Rogers or Coldwater Canyon.

Host a Dinner at Home:

Cook my friends’ favorite meal for a group of our friends, an intimate gathering allows for more one-on-one time with friends. Of course with lots of wine from my favorite local wine shop, Almor Wine & Spirits.

Who else deserves some credit and recognition?
I’m incredibly fortunate to have received unwavering support from my partner Brian and my family. Their unwavering belief in me has been pivotal as I transitioned into starting In The Den and pursued what truly brings me joy. Additionally, I’m deeply thankful for the flower community, which has pleasantly surprised me by being far from competitive. Instead, I’ve found a welcoming community where individuals actively support each other, happily exchange knowledge and resources, and offer genuine encouragement—a place where everyone’s growth is celebrated, and where some of these connections have blossomed into true friendships

Website: www.intheden.net

Instagram: @in_the_den_

Image Credits
@dartphoto ( interior shots ) & @dennisroycornel ( me lighting candles shot )