Meet Our Members: Sahar, Co-Founder at What Matters
Introduction
Sahar, co-founder of What Matters, has built her career around storytelling, creativity, and connection. What began as an unexpected pivot has grown into one of Australia’s leading content and communication agencies for hospitality groups.
Sahar is the co-founder of What Matters, a content and communications agency specialising in hospitality groups across Australia. At its core, the business is about storytelling — helping venues, brands, and experiences communicate what makes them special in an industry that moves incredibly fast.
When she speaks about the business, there’s an immediate sense that people sit at the centre of everything she does. “I’m super grateful to have an amazing team of creative, talented individuals alongside me, and some epic (and delicious) clients in our roster.”
That gratitude feels genuine, and it’s clear the culture behind What Matters is something she values deeply. The agency now works with some of the country’s most recognised hospitality groups, building content systems and campaigns that shape how venues are experienced both online and in real life.
One of the projects that stands out most to Sahar is the launch of the new Sydney Fish Market. “We were super lucky to support the launch,” she says. Having worked alongside the client for several years already, the project became more than just another campaign — it was a chance to be part of something iconic from the inside out. “To be a part of that journey was epic.”
Interestingly, Sahar’s path into this world wasn’t planned at all. Before hospitality, content, or agency life, she was studying pharmacology at university. “I actually studied pharmacology at uni,” she says, laughing slightly at how unexpected the pivot now seems.
Her introduction to digital marketing happened almost accidentally during COVID, beginning as an internship that quickly evolved into something much bigger. “What started as an internship during COVID turned into a six-year career and eventually gave my business partners and me the opportunity to branch out on our own.”
It’s the kind of career shift that only really makes sense looking backwards, but the more she speaks about storytelling, creativity, and people, the more natural the transition feels.
Creativity had always been somewhere in the background. She credits her brother as one of her biggest influences, someone who consistently encouraged her to pursue something more creative. “My brother always pushed me to do something creative,” she says. “He was definitely a big source of inspiration for me.”
When reflecting on milestones, Sahar doesn’t focus on a single campaign or headline client. Instead, she talks about the team. “For me, my biggest achievement has been building a team,” she says.
Today, What Matters has grown to more than ten people, and for Sahar, watching that growth happen has become the most rewarding part of the journey. “We’re super proud to now have over 10 incredible individuals as a part of What Matters. It’s definitely been the highlight of this whole journey for me.”
Outside of agency life, her creativity spills naturally into everyday rituals and experiences. She loves hosting, party planning, flower arranging, and tablescaping — the kind of details that transform gatherings into something memorable. “Flower arranging, tablescaping — all of it,” she says.
It feels closely connected to the same instinct that shapes her work professionally: creating environments that feel thoughtful, warm, and intentional.
The best advice she’s ever received came from her business partner Sid: “Progress over perfection.”
It’s a philosophy that feels especially relevant in creative industries, where overthinking can easily become paralysis. For Sahar, the reminder to keep moving forward has clearly become part of how she approaches both business and creativity.
Around Darlinghurst, Theeca has become a regular favourite for the What Matters team. “We’re big Theeca fans at WM,” she says — a small detail that feels very reflective of the culture they’ve built together.
At Desk Space, though, it’s the sense of connection that stands out most. “I love the sense of community,” she says. “There’s always a coffee club or a special occasion to celebrate, which makes it feel more than just a workspace.”
She also credits the Desk Space team for helping foster that atmosphere. “The Desk Space team is also incredible at bringing people together and creating opportunities to connect.”
It’s those small moments — the coffees, conversations, lunches, and celebrations — that quietly shape the feeling of the space over time.
If she weren’t doing this, Sahar imagines she’d probably be somewhere entirely different. “Maybe a Human Rights Lawyer,” she says — though even that feels connected to the same themes that run through her current work: communication, empathy, and people.
And finally, when it comes to recommendations, her answers say a lot about her personality. Depending on the mood, she’ll suggest either Eternal Sunshine of the Spotless Mind or Dune 2. Two wildly different films, but both deeply emotional, visually rich, and immersive in their own way.
We’re so happy and honoured to have thoughtful, creative, and driven members like Sahar in our community. The warmth and energy she brings, both through her work and her presence, is exactly what makes this place what it is. If you’d like to learn more about What Matters or get in touch, you can find their website here.
