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By Contributor
PRODUCED BY KEMMIE RYAN
PHOTOGRAPHY BY KATRINA WITTKAMP
STYLING BY THERESA DEMARIA
HAIR & MAKEUP BY LEANNA ERNEST AND DORIA DEBARTOLO
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SARA ROITMAN is the founder of Vose, a luxury hospitality and design brand redefining modern travel through curated, design-forward destinations. After beginning her career as an attorney in New York City and Chicago, she left law in 2023 to pursue her passion for travel, design, and real estate. Vose’s current offerings include homes on Lake Michigan in central Wisconsin and Vose Meadow—a luxury micro-resort and wellness retreat opening in Wisconsin’s Driftless Region in 2026.
What excites you most about the future of your industry? I love the shift towards travel that feels intimate, emotional, and personal. Guests are moving away from generic hotel chains and toward thoughtfully designed spaces that connect architecture, design, and nature. It’s an opportunity for brands like Vose to redefine luxury—not as excess, but as meaningful experiences that inspire connection, rejuvenation, and memories that remain long after guests return home.
How do you define confidence—and how have you built it? Earlier in my career, like many young women, confidence often came from external markers—goals met; recognition earned. These days, it comes from doing something I love—building a company from the ground up, making countless decisions, and learning to trust my instincts while trying to stay true to our vision for Vose. In my personal life, confidence remains rooted in family—my husband Ben and our three kids—Will, Max, and Alice—and a wonderful group of strong, funny, brilliant friends who keep me grounded and remind me to laugh along the way.
What legacy do you hope to leave behind? One of the most meaningful parts of building Vose has been having my kids see it unfold in real time. When I was practicing law, my work was mostly behind closed doors—now they visit our spaces, explore our construction site, study architecture plans, and share their thoughts. I hope it shows them that with care, vision, and hard work, you can build something lasting that matters.
What’s one leadership lesson you’ve learned the hard way? As cliché as it sounds, trusting your gut is everything. Especially when building a brand, there will always be well-meaning voices offering different opinions. But I’ve learned that if something doesn’t feel right from the start—whether it is searching for a location of our next property, design decisions, or operational efficiencies—it probably isn’t. The times I’ve ignored that instinct, I’ve usually regretted it.
For more information, visit stayvose.com or follow Vose on Instagram @stay.vose.
