Where It All Began
I didn’t start my career in a fancy office. I started it in Spain, on dusty backroads filled with galgos — the elegant greyhounds often abandoned after hunting season. I founded Baasgalgo to rescue them, and I handled everything myself: the storytelling, the PR, the partnerships. Before long, Spanish and international celebrities joined in, and we turned a small cause into a real movement.
That’s where I learned that stories move people more than strategy ever could. When emotion and structure work together, change happens. That lesson has guided everything I’ve done since.
Across Cultures, Finding Connection
I was born in the Netherlands and lived across Spain, Italy, and the Mediterranean before moving to the U.S. Those years shaped how I see people and brands. I learned that connection doesn’t come from speaking the same language — it comes from speaking the same truth.
That cultural mix shows up in my work every day. I understand how a brand can mean one thing in New York and another in Barcelona, and I help bridge those nuances with honesty and heart.
Rebuilding From Experience, Not Scratch
After more than a decade in luxury retail, I realized I was building everyone else’s story but my own. Walking away from that stability was hard — but it was necessary. I’ve never believed in “starting over.” You don’t build from scratch; you build from experience.
That’s how Baas Studio was born — not as an agency, but as my consultancy.
What I Do Now
Today, I help founders and boutique brands find the heart of their story and turn it into clear, honest messaging that feels aligned and attracts the right people. My work is a mix of strategy and emotion. I look at what a brand wants to be, what it actually sounds like, and where the gaps are. Then I shape the story, voice, and content so everything feels real and consistent.
The goal is simple: less noise, more clarity, and a brand that people trust because it finally speaks with its true voice.
What’s Next
Right now, I’m focused on keeping Baas Studio personal and high-touch. I want to work closely with soulful founders, boutique hotels, wellness leaders, and purpose-driven brands who want depth, not quick fixes. I’m also creating tools and guides to help people navigate reinvention with more ease and confidence.
My next chapter is about growing the impact — while keeping the heart of the work the same: real connection, real clarity, real transformation.
Connect with Sandra:
🌐 sandrabaas.com | 💼 LinkedIn | 📸 Instagram