Both studied at St. Martins College of Art and Design working with a selection of designers including Jasper Conran, Charles and Patricia Lester, Maria Grachvogel and Armani. Sara founded the Sara Berman Label in 1998, while still a student at St. Martins. By September 2000 her graduate collection was shown in Fenwicks and in the same year she won the Marks & Spencers New Generation Award, which she went on to win again in 2002 and 2003.

2001 saw the debut of her first collection at London Fashion Week and since then has sold in over 50 high profile stockists worldwide. Her sister Aimee followed her through St. Martins and joined the label in 2003, after establishing her own T-shirt line D’Ami. Amiee has developed a number of her own label projects within the Sara branded collections, and her commercial savvy has proved to be the perfect complement to Sara’s directional approach.