Part 1: From Lost to Found

A Daunting Beginning

Standing at the edge of an unfamiliar world, I found myself completely lost. The fragrance industry felt like a fortress—imposing, enigmatic, and impenetrable. But Sage & London was never just a dream I could shelve; it was a calling, and I had to find a way in.

When I first started, I had no clue how the fragrance industry worked or even where to begin. Like many, I turned to the internet, spending hours pouring over articles, forums, and websites. What I discovered was that the fragrance world is not as accessible as one might think. There were countless options to create a private label scent or even white-label an existing fragrance, but I knew from the start that this wasn’t the path for Sage & London. This brand was never about convenience or vanity. It was about crafting something meaningful—a fragrance line that would touch people’s lives, create connections, and resonate deeply.

To create something special, I knew I needed creative control over every touchpoint. This wasn’t about rushing to market or cutting corners. It was about patience and intentionality. Every decision had to reflect the heart of Sage & London—a desire to send something beautiful into the world, something that others could intimately connect with and make their own.

As an outsider to the fragrance industry, I quickly realized I couldn’t navigate this journey alone. I began by researching the stories of other founders, hoping to understand their origins and gain insight into how they overcame similar challenges. From there, I dove into learning about perfumers, reaching out to share my vision and ask for their guidance. It was a vulnerable place to be, given that I had no connections in the industry, but it was also freeing. I had nothing to lose. Either they would help me, or they would say no.

The Turning Point: Discovering Perfumarie

To my surprise, many people were incredibly receptive. They listened to my story and my vision for Sage & London. But I knew I needed to trust my intuition—to wait for the right person to partner with, someone who truly understood the essence of what I was trying to create. Then, I discovered Perfumarie.

Perfumarie, founded in 2017, is a retail lab, design agency, and brand incubator for sensory companies. From the moment I met its founder, Mindy Yang, I felt an undeniable sense of alignment. In my last post, I mentioned that when I began this journey, I didn’t want to be the face of Sage & London. I was content to remain behind the scenes—the pen behind the veil, so to speak.

Among all the cherished memories of this journey, one stands out above the rest: my first meeting with Mindy. During that conversation, I shared my vision for Sage & London and expressed that I didn’t want the brand to be about me. I envisioned it as a platform to celebrate the artists and creators who would bring our immersive fragrance experiences to life.

What I didn’t share with Mindy at the time, and what I also touched on in my last post, is the deeper reason why I felt this way. For most of my life, I had avoided the spotlight. My creativity has always been an intimate part of who I am—it defines me. The thought of stepping into the light, of making Sage & London about myself, felt overwhelming. I found myself asking, what if Sage & London doesn’t resonate with others? Would that somehow reflect on me? Would it mean that I wasn’t enough?

Mindy’s Words

When I expressed my desire to dwell in the shadows to Mindy, she listened intently and then told me something I’ll never forget: “Your vision is beautiful. You should let people see you.” In that moment, I felt truly seen—a rare and deeply profound experience that I had not felt in a very long time. Her encouragement was transformative. For it was then that I realized, if my vision was beautiful, then so was I. This creation wasn’t something apart from me; it was an extension of who I am.

If you’ve ever doubted your worth or felt unworthy of recognition, you might understand how profound her words were. Mindy’s validation helped me take a step forward—not just for Sage & London, but for myself. Her words became a source of strength and inspiration that I carry with me to this day.

I knew then that Mindy’s expertise, our shared values and interests, and her authenticity and kindness made her the perfect partner to help bring Sage & London to life. Over the following months, she became an invaluable mentor, guiding me through the complexities of the fragrance industry and helping me take meaningful steps toward realizing my vision.

Part 2: Crafting the Vision

Building the Foundation: Fragrance Briefs and Mood Boards

With Mindy’s mentorship, the next phase of Sage & London’s journey began: translating my vision into something tangible. This process revolved around two critical tools: fragrance briefs and mood boards. Together, they became the foundation for bringing Sage & London’s first fragrances to life.

A fragrance brief acts as a blueprint for perfumers, detailing the desired characteristics of a fragrance, from the scent profile to emotional associations and even packaging concepts. For me, these briefs were more than just instructions; they were stories. Each brief reflected the essence of the fragrance—its narrative, its heart. In terms of the writing process, I began every brief with a rich story, and its melody was brought to life through a quartet of music, flavors, colors, and fragrance notes.

Mood boards added another dimension to this process, visualizing the stories through curated colors, images, and textures that reflected the inspirations and emotions behind each scent. I spent weeks writing briefs and hours immersed in Photoshop, crafting these visual aids to inspire the perfumers. For Sage & London, where every fragrance is part of a multi-sensory experience, these details mattered deeply. These elements captured the spirit of each fragrance and guided the perfumers while allowing them to explore their own creativity and interpretation.

Stories in a Bottle

After weeks of collaboration, two briefs were selected for sample formulation. Then, the waiting began. During this time, Mindy worked closely with the perfumers to lift the stories off the page and translate them into scents. It was a surreal feeling, knowing that these ideas were being transformed into something tangible.

Finally, the samples arrived at my door. Holding them in my hands was a moment of pure emotion—a testament to the journey, the perseverance, and the courage it took to step into the light. Sage & London is still unfolding, but this milestone felt like a dream made real.

In my next post, I’ll share my first impressions of the fragrances—the emotions they stirred and the promise they hold as the first tangible expressions of Sage & London. Until then, I hope this glimpse into our journey brings you closer to understanding why Sage & London means so much to me. I hope you grow to love it as much as I do, and that it inspires you to embrace your own story, because every story deserves to be told, and we all deserve our place in the light.

I look forward to sharing more as the journey unfolds. Thank you for being here with me and for joining me in this moment.