Founder Feature: Priya McPherson from Sage Ave
Back in October 2024, RDC spoke to Priya McPherson, the Founder of the beautiful brand Sage Avenue, and got the inside scoop on her hurdles, inspirations and advice when it comes to founding and running a successful fashion brand.
Priya is the prime example of doing it all. While working part time and studying, she took a leap of faith and created her own handbag brand that is now loved by thousands. We always adore chatting to Priya and know that you will fall in love with Sage as much as we have!
01. What was your journey prior to starting your brand?
My journey into starting my brand wasn’t as linear as some would probably think. I didn’t study a fashion degree, nor did I study arts/fashion in high school. I was a very analytical type of gal – so I actually was (and still am) completing a double degree of Commerce and Law. In terms of work, I spent roughly 3 years working in retail for Scanlan and Theodore and Bec + Bridge. I then started to work part time for a social media agency which is where I found my love for business, social media and most importantly – my style.
02. Was there a pivotal moment that drove you to go all in?
I am a very spur of the moment type of person – if I have an idea, I am going to run with it and go all in. So, it was one day when I was working in the agency that I realised I wanted to do more and that I could do it. Both my parents are entrepreneurs too, so growing up and watching them run their own businesses also made the decision less daunting for me. When I had that moment of “I want to do something of my own” there was no turning back. It was as if a light had just turned on inside of me and all I could think about or focus on was doing my own business.
From then on it was all in.
03. What has been the biggest hurdle or setback so far?
I truly believe the biggest hurdle I had to face was a mental hurdle. I didn’t come from a fashion background, so I almost felt as though I was second guessing everything I was doing. It came down from a lack of confidence in my abilities and skillset. Once I recognised this, I made it a point to also learn and grow my skillset and in return, build my confidence. Once I realised (and believed) that I could do this, from that point, there was nothing bringing me down mentally. On a more business side of things – I would say production has been a hurdle. It took me quite a long time to find trustworthy suppliers who use good quality materials and the utmost craftsmanship. The process of this, at times, felt never ending and almost as if I kept taking one step forward and two steps back. However, I can now say – after 2 years, I have now built some incredible relationships with my suppliers and have utmost trust in their practices too.
04. What are you currently struggling with?
Sage is about to grow into the apparel market, which is beyond exciting but equally quite challenging in the same breath. I feel as though I know handbags in and out, how to design them, the functionality of them, sizing etc – it has become my bread and butter. So, with new products coming through that are unfamiliar to me it has been quite challenging. On top of this, we are working really hard on fine tuning our aesthetic and marketing plans to reflect the vision we have for apparel. Sage is always evolving and with that the identity of Sage shifts too, it can be quite challenging to bridge the old identity with the new, and making sure it is easily digestible for us customers too is important. SO – lots of brainstorming which at times is challenging BUT – all worth it.
05. What is your plan to overcome that?
Lots and lots of research. Equally as well, lots of conversations. Being extremely transparent with each other and sharing our feedback with constructive criticism, whilst additionally not rushing into deciding what we want to do is vital and is most definitely how I believe we will get through this growth phase.
06. Where does your inspiration come from?
Such a good question! At the beginning – my inspiration came from the love of my Mums vintage handbag collection. I found myself always deep in her wardrobe looking at her pieces for inspiration, the colour, the shape, the straps! All of it. Now I find myself using social media a lot for inspiration. I research into 1990’s runway shows, magazines and Pinterest. I also love to follow along via Instagram and TikTok with US influencers as they are a whole cycle of seasons ahead of us.
07. What are your non-negotiables that help you in your journey?
Always ensuring I have some ME time. I truly believe I am a better version of myself after I have some time away from work and engage in activities that fill my cup. This includes my morning walks, listening to podcasts, meditations, Pilates, and going out with my friends. These moments additionally allow me to separate myself from the business. It is very easy to feel so connected to a business that when it does well, you do well, and when it does bad, you do bad. I struggled with this a lot at the beginning. I felt as though my emotions were too connected to Sage, and it meant everyday was a roller coaster for me. So, I made a very conscious decision and effort to separate the two and this is why my ‘me time’ is a non-negotiable for me on a daily.
08. Is there any advice you would give someone who wants to pursue their dream?
Oh my, I could talk about this for HOURS! So, so, so, much advice! But I am going to keep it short and sharp for you. At the beginning of my business journey, someone told me all you need to do is “believe you can, and you are half of the way there”. I swear to you half of running your own business is literally problem solving – things don’t go to plan, and you have to pivot quickly and adjust accordingly. But if you believe you can do something it will be very hard for something to bring you down. It is about the belief in yourself and that, is something only you can do for yourself. So when you begin the journey, really make sure you are set on this and as long as you (from within) believe you can do It, then you are half of the way there.
09. What do you do when you’re not working on the brand?
Oooo! This is a goodie because I feel as though my brand is always on my mind and it is hard to not ‘work’ on it haha. However, outside of work – I am really focusing on my own personal brand at the moment on social media. On a more recreational viewpoint, if I’m not working on Sage then I am exercising, catching up with friends and family, making some yummy new recipe I have found on TikTok or even going from a swim (now that the weather is warmer thankfully).
10. What is your ultimate dream for the brand?
My dream for Sage is to just keep growing – I am not sure where we will be in 6 months of 6 years. But I do know, I just hope it keeps growing. I hope I can still continue to do what I love to do and that the awareness of the brand is ever growing.
11. Who would you say that your brand is for?
I would say my brand is for the fashion forward and shopping conscious individual. The person that believes in having pieces that will last the length of time, that will carry you through each season of the year and has an appreciation for dressing for themselves. We as a team design each handbag for the purpose of empowerment – we want YOU to feel good in yourself and I believe the motto ‘I look good, so I feel good’.
12. How can people find you/your brand?
Instagram @sage.avenue
TikTok @sage.avenue
Personal
Instagram @priyamcpherson
TikTok @priya_mcpherson
After chatting with Priya, we can see the passion that is behind the brand and every product, and this makes us love it even more. Running a successful fashion brand takes perseverance and dedication and Priya embodies this exceptionally well.
We will be cheering Sage on from the sidelines on their journey into apparel and know that this is only the beginning for Priya on her entrepreneur journey!
