What it takes to scale up a small fashion label, according to the founder of Sage Avenue
IN PARTNERSHIP WITH AUSTRALIA POST X SHOPIFY
WORDS BY IZZY WIGHT
Lessons in logistics, website-building and finding creative balance.
There’s no one particular look to a Sage Avenue handbag. With each style numbered as its own limited-run release (called ‘Editions’), the designs are as varied as the people who wear them – ranging from big, butter-yellow totes to slouchy brown shoulder bags and sleek, plum-coloured clutches.
The common thread? They’re all pieces that ignite a “spark of confidence”, according to Sage Avenue’s founder, Priya McPherson. “For me, getting ready was always something special. I’d throw on my simple black pants and top, then finish the look with one of my mum’s vintage handbags. That pop of colour made me feel complete,” she explains. “Sage started with handbags for that very reason – to create pieces so that when you walk out of your door, you feel as though the world is yours.”
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In a market oversaturated by copy-paste fast-fashion brands, Priya’s passion for exciting, everyday design cuts through the noise. Since launching Sage Avenue in 2023, she’s expanded into clothing, collaborated with names like Abrand Jeans and developed a devoted following. Its ‘Editions’ (the most recent being Edition 26, a structured, ’90s-style shoulder bag) often sell out within a day.
But as often happens with burgeoning independent labels, Priya found herself struggling to switch between the creative and logistics-orientated sides of the brand. Scaling up is no easy feat, and the past two years have brought invaluable lessons in flexibility, time management and business operations. Fortunately, Priya isn’t shy about sharing.
The balancing act
“As every founder knows, things can change quickly,” Priya says. “Above all, I’ve learnt to… allow myself grace when my calendar does not go as planned.” When it comes to the behind-the-scenes of the business, Priya notes innovations like the new Shopify x Australia Post integration have “truly lifted a weight” off the shoulders of brand founders.
The seamless, built-in connection between Shopify and Australia Post helps Priya book shipments, print labels and track parcels without having to switch between multiple platforms. “Before, I’d often spend time each week dealing with back-end admin or troubleshooting label issues, which slowed down how quickly we could pack and ship orders,” she explains. “Now, those hurdles are gone, and it’s freed me up to focus on improving our processes and preparing Sage for our bigger goals, like international expansion.”
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The new Shopify x Australia Post integration is now live, meaning businesses have automatic access to tracking numbers for outgoing orders with no manual data entry required. “For us, smooth shipping comes down to strong operations and clear communication,” Priya explains. “If a technical issue pops up, we jump on it as a team to solve it quickly.
“We’re also incredibly lucky to work alongside the Australia Post team to help make our shipping insanely smooth. We have a postman who comes to pick up parcels from us every day at 2pm… He even sometimes comes twice a day when we call to ask,” she continues. “This human connection is invaluable to our team.”
A seamless experience
When creating the Sage Avenue site, Priya’s focus was always on the customer journey – making it simpler for shoppers to find what they’re looking for and add to cart with ease. “I’ve always believed less is more, so a clean, crisp design was key,” she explains. “Above all, the goal was to create a smooth, effortless shopping experience from start to finish.”
While the website’s aesthetic is important (we’re talking about fashion, after all), clearly labelled categories, comprehensive product information and up-to-date contact, returns and FAQ pages are key. “Our customers deserve a seamless experience, and we’ll do everything we can to make that happen,” Priya says.
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While meticulous planning can make for a smoother launch, perfectionism can slow you down. Priya’s best advice is to get your brand out there. “The journey itself will make you a stronger business owner. You’ll discover what works [and] what doesn’t, and those lessons are invaluable. Every step, even the challenges, makes you a stronger person because of it, one with more knowledge than when you started off.”
To learn more about the Shopify x Australia Post integration, head here.
