Sarah Williams

Founder of Soho Curious & Co and Darklight

United Kingdom
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Projects credited in

About me

I have 15 years experience in the arts, advertising, fashion and media. I have worked in production, art buying and creative consulting. I bridge the gap between creative and commercial worlds. I have a huge network of artists which I have built up over the years and an in depth understanding of brands. I am perfectly placed advise on arts strategy, artists, negotiate licences and produce projects. Most recently I set up Soho Curious & Co. Based in Central London advising on arts strategy, finding the perfect artist partnerships, for both commissions and collaborations globally.

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  • Fashion
  • Advertising
  • Marketing PR
  • Visual Arts
  • Editorial
  • Budget Management
  • Motion
  • Shoot Production
  • Art Buying
  • Content Production
  • Image and Content Manangement
  • Shoot Management
  • Art Consulting
  • Creative Consultancy
  • Project Management

People I’ve worked with

Companies I’ve worked with

  • Print Club London

    Print Club London

    • Printing
  • Probation


    • Design
  • Sony Music UK

    Sony Music UK

    • Music
  • Caprice Holdings

    Caprice Holdings

    • Non Creative Industries

Work history


Co Founder


Mar 2020
  • London, United Kingdom
  • Full Time
  • Darklight is an online space specialising in the sale of small edition fine art photographic prints, founded by Mimi Gray & Sarah Williams. With exclusive access to works by a handful of incredibly diverse visual artists and photographers, Darklight is a platform for the next generation of art collectors.


Founder & Director

Soho Curious & Co

Jun 2018
  • London, United Kingdom
  • Full Time
  • Soho Curious & Co is an arts consultancy who sit in the space between commerce and creativity. We work with brands on visual research, artist connections and we help bring projects to life. Through our global network we’ll find the most exciting talent to perfectly match our client’s identity. If we don’t already know them, we’ll find them. Creativity resonates. It enhances brand visibility and puts our clients at the heart of culture.


Creative Consultant

Art Buy Sarah

Aug 2017
  • London, United Kingdom
  • Full Time
  • I cross the boundary between creative and commercial worlds, advising artists, photographers and brands how to best engage with the right audience to gain profile and ultimately increase revenue.


Head of Art Buying

M&C Saatchi

May 2015 - Aug 2017
  • London, United Kingdom
  • Full Time
  • I started the department from scratch, building a team. Working closely with The Head of Art, Art Directors and Producers we sourced photographers, illustrators and artists for ad campaigns. Negotiated budgets and built close relationships with suppliers. I started the agency gallery space, hosted private views and interviewed artists to grow the agencies creative profile.


Agent / Producer

Sarah Williams

Jan 2012 - May 2015
  • London, United Kingdom
  • Freelance
  • Working for photographers agents and photographers direct. Quoting, producing and managing shoots. Helping build photographers folios and meeting clients.