About Sarah

A curious mind.
A practical approach.

Digital designer, business owner, menopause educator, personal stylist and writer. The connecting thread is how I think.

Portrait of Sarah Cale smiling

Experience gives
creativity substance.

My career has taken me from working as a personal assistant to managing finance, commercial systems and the day-to-day running of construction businesses. It’s a background built on organisation, thinking ahead and being someone others can depend on.

As a personal assistant, I learned to anticipate what was needed, keep track of the detail and handle sensitive information with discretion. Those habits still shape how I work: I listen carefully, follow things through and respect the trust people place in me.

I bring a creative eye to practical problems, too. I enjoy asking useful questions, seeing how things fit together and finding a way forward that makes life a little easier.

My involvement with digital systems goes back to the 1990s, when I helped develop accounting and contract-costing software. Website design came later, bringing my business experience and creative interests together through Riva Digital Studio.

Alongside that work, I’ve built communities, delivered menopause education and developed my work in online personal styling. I’m based in Aldridge, West Midlands, and I bring the same direct, thoughtful approach to all of it.

A little more
about how I think.

I’m AuDHD — which means I’m autistic and have ADHD. It’s part of who I am, alongside being a business owner, a creative person and someone who enjoys understanding how things work.

I value clear communication, thoughtful questions and space to work things through. I bring that approach to conversations with clients, whether we’re discussing a website, personal style or a workplace workshop.

My interests in nutrition, movement, mental wellbeing and personal development run through my life too. I’m curious about what helps people feel more comfortable, confident and able to make choices that suit them.

A breadth of experience.

Business & digital

Hands-on experience of finance, business operations and digital systems informs how I approach website design. A good-looking website should also be useful to the people who own it and the people who visit it.

Menopause & community

My menopause work includes community building, workplace education and public discussion. During COVID, I participated in an online menopause discussion with Wellbeing of Women and HRH The Duchess of Edinburgh.

Conversations & media

My experience includes work or involvement with Electrolux, TopCashback, Mind and housing associations, and media contributions involving BBC 5 Live, Woman & Home and OK! magazine. These are different kinds of involvement, not endorsements or formal partnerships.

Style & perspective

As a qualified personal stylist, I’m interested in the relationship between clothes, confidence and real life. My writing gives me another way to explore the things I notice, question and care about.

A website, a workshop, a fresh perspective.

Let’s talk