Style-ish Podcast: "This Fashion Founder Wants You to Get Addicted to Failing"

Host: Madison Sullivan Thorpe
Guest: Priya McPherson (Founder and Director of Sage Avenue)
Release Date: March 5, 2026
Series: Face to Face (by Shameless Media)

Episode Overview

This episode features a candid, insightful interview with Priya McPherson, founder of the Melbourne-based fashion label Sage Avenue. Madison deep-dives into Priya’s business journey, her multicultural upbringing, the lessons she’s learned, the challenges and triumphs of building a modern brand, and her firm belief in embracing failure as a tool for growth. Priya shares practical advice, personal anecdotes, and thoughts on creativity, community, and what’s next for her label.

Key Discussion Points & Insights

The Power of Outfits and Rituals

• Priya’s “Swap” Recommendation: Prep one anchor piece for your outfit the night before to eliminate decision fatigue in the morning but leave room for self-expression based on mood or weather.
  “Sometimes I think in the power of a good outfit, when you're frazzled and getting ready, that just like ruins your mood completely. So I try and pick one, remove the first decision making process of it all…” (03:10)

• Checks weather multiple times a day, reflecting on how unpredictable Melbourne weather is.

Starting a Fashion Brand from Scratch

• Priya did not have prior business ownership or formal design experience, only a background in business, law, and economics.

• Her biggest early challenge: overcoming inner doubts and building self-belief.
  “You have to really show up for yourself. And it can be really hard to show up for yourself when you don't believe in yourself.” (05:04)

• The first year was shaped by internal struggles and fear of failure:
  “My face is the brand... And if it doesn't work, people know that I'm the one that failed.” (04:54)

Learning To Get Addicted to Failing

• Priya reframed her mindset from fearing failure to actively seeking feedback and growth from things that don’t work out. Now, she views failure as an essential tool. “I have learned to get addicted to failure… let me get addicted to the fact that it doesn't work and why not and what can I take from that to take somewhere else?” (07:00)

Personal and Professional Balance

• Priya juggles Sage Avenue, content creation, and the completion of her law degree.
• Recommends playing law lectures as podcasts while driving—highlighting how efficiency and multitasking are crucial in her daily life.

The Inspirations Behind Sage Avenue

• High value on personal “human capital”—understanding strengths, weaknesses, and values.
• The business idea blossomed from her own love for vintage bags and how a striking accessory empowers her daily.
• Her mother’s vintage handbag collection and advice about fashion as personal “armor” played foundational roles.
• Community and family were essential throughout—her grandmother helped source manufacturers in Thailand by literally walking leather markets together (15:00).

The Influence of Culture and Family

• Priya’s multicultural background (Thai, Indian, Australian) directly informs her approach to business and design.
• Her matriarchal family, particularly her mother’s example as a multi-business entrepreneur, has deeply inspired her independence and ambition.
  “My mom is the biggest role model in my whole entire life. She owns six businesses, speaks five languages, she is incredible.” (16:14)

Advice for Other Entrepreneurs

• Don’t Wait for Perfect: Take action at 60% readiness, not 100%.
  “Sometimes going for it and not waiting for the perfect moment outweighs waiting for the perfect moment… you learn through the process. You fail hard, you learn quick.” (18:38, 20:23)

• The "60% Rule": Do things when you feel 60% okay with it—perfection shouldn’t be a barrier.

• Failure and learning on the go trump waiting for readiness—that’s when the most growth occurs.

Building Brand Community & Human Capital

• Defines “human capital” as the sum of your values, personality, strengths, and passions.
• Uses her personable nature to host “Sage Familia” community events and create customer connections (networking, job opportunities).

Creativity: Analytical & Artistic

• Initially struggled to see herself as a creative, due to her analytical background.
• Realized creativity spans many forms: strategy, community-building, drawing inspiration, and storytelling—creativity isn’t just traditional artistry. “Creativity is using your own experiences, your own values, your own preferences in life to make a piece that really reflects what you're trying to project.” (31:21)

The Drop Model & Brand Strategy

• Why Drops?
  • Inspired by the one-of-a-kind thrill of vintage shopping.
  • Reduces waste and overproduction.
  • Fosters exclusivity, community, and conversation; owning a Sage bag is like a club jersey.
  • Builds hype, which Priya sees as a key marketing tool.
    “I wanted Sage to be like, you were wearing a jersey for a club.” (34:30)

Manufacturing & Quality

• Biggest operational challenge: finding ethical, reliable, high-quality manufacturers.
• Pro Tip: Attend the Global Sourcing Expo in Sydney or Melbourne for networking and hands-on selection (36:16).

Social Media & Personal Branding

• Being open and authentic on social has deepened customer trust and built genuine community.
• Shares both successes and vulnerable moments, bridging the digital/physical connection gap.
• Emphasizes the benefit (despite risk) of being a female founder personally fronting the brand.

Rapid-Fire Recommendations

• Fashion Inspiration: TikTok and Pinterest; top creator is Manana Marie (23:03).
• Styling Tip: Dress for your mood—don’t force performative “fashion” (24:12).
• Local Labels: Mode Mischief, In Your 20s, With Consideration, Tilt (24:29).
• Vintage Stores: Salvos Morabbin (“do it some justice for me!”), Stupid Vintage (25:13).
• International Brands: Ruby (New Zealand), Peachy Den (UK), Paloma Wool (Spain) (26:14).

Pinch Me & Brand Building Moments

• Most memorable: Everyday customers wearing a Sage handbag and telling her it makes them feel empowered.
  “That's my most powerful pinch me moment.” (38:20)
• Early sell-out drops and a debut at Fashion Festival were also milestones.

Most Valuable Lesson: Confidence Through Action

• “Confidence is a product of action. It's not a prerequisite of action.” (42:19)
• Encourages taking action to gain confidence, rather than waiting to feel confident.

What’s Next for 2026 and Beyond

• Completing her law degree.
• More Sage Avenue drops, community events, and collaborations.
• Goal: International expansion into Europe.

Hot Take: Sending Voice Notes to Customers

• Priya sends personalized voice messages to customers for sizing and style questions—creating a best-friend vibe and stronger relationships.
  “I'm going above and beyond for you and I'm making sure that you feel like this experience is like you're going through it with a best friend. So my hot take is voice notes.” (44:47)

Notable Quotes

• On self-doubt and entrepreneurship:
  “You have to really show up for yourself. And it can be really hard to show up for yourself when you don't believe in yourself.” — Priya (05:04)

• On failure:
  “Now I'm sitting here in year three being like, show me why it doesn't work. Let me get addicted to the fact that it doesn't work and why not?” — Priya (07:00)

• On building confidence:
  “Confidence is a product of action. It's not a prerequisite of action.” — Priya (42:19)

• On human capital:
  “When you have nothing, you have your human capital. And that is essentially who you are as a human being.” — Priya quoting Jens Grede (27:12)

• On social media and vulnerability:
  “Having social media in my back pocket has been an incredible way for me to bridge the gap between digital and physical connection.” — Priya (39:15)

Timestamps for Key Segments

• [02:38] Priya’s “Swap” and outfit ritual advice
• [04:42] Biggest surprise of being a first-time brand founder
• [07:00] Addicted to failing—Priya’s evolving mindset
• [09:40] The long story of starting Sage Avenue
• [13:21] Influence of Priya’s mum on her fashion journey
• [14:20] Cultural roots & manufacturing in Thailand
• [18:38] Advice for new entrepreneurs: Action over perfection
• [20:23] The “60% Rule” for launching new ideas
• [26:52] Defining and leveraging human capital
• [29:36] Embracing creativity outside the traditional definitions
• [32:47] Why Sage Avenue runs on the drop model
• [36:16] Manufacturing challenges & Global Sourcing Expo tip
• [38:20] Priya’s biggest pinch-me moment: customer confidence
• [42:19] The most important lesson in brand building: confidence follows action
• [44:47] Hot take: Sending voice notes and creating a best-friend customer journey

Final Thoughts

This episode is brimming with actionable wisdom, heartfelt stories, and truly “sage” advice for aspiring founders or anyone seeking more confidence in creative pursuits. Priya McPherson stands out as a grounded, relatable voice—encouraging listeners to embrace imperfection, leverage their unique strengths, and seek real human connection at every step.

Don’t miss Priya’s recommendations for brands, her “60%” rule for taking action, and her refreshingly honest take on using vulnerability as a founder’s superpower.