Two days ago, I received a notification that should have filled me with joy: my first fragrance samples for Sage & London’s first two debut scents are on their way. These fragrances embody years of dreaming, and hours of planning and channeling my creativity into something tangible. This project, this dream I’ve nurtured for so long, is finally becoming real. But instead of excitement, I felt a sharp pang of self-doubt and anxiety that gripped my chest and refused to let go.

The Doubt That Follows a Dream

As much as I want to feel proud and accomplished, I’m overwhelmed by doubt. What if this thing that I've come to love so deeply doesn’t resonate with others? What if my abilities aren’t enough to bring Sage & London to life the way I’ve imagined? What if the idea itself isn’t good enough? These thoughts swirl in my mind, drowning out the celebration I know this moment deserves.

One of the reasons that Sage & London is so personal for me is because it is me. It's everything that I dream, love, and feel. It's my soul, my passion, and my creativity—the very fabric of my being—put on display for the entire world to see. And for someone who has intentionally lived their life avoiding the light, I’ve found myself doubting if I'm truly ready to be seen. Am I worthy of being seen?

When Potential Turns Into Reality

I think what scares me the most is that this notification made everything feel real. Up until now, Sage & London existed mostly in my head and in scattered pieces—plans, mockups, fragrance briefs that captured ideas I’d revisit endlessly, and vision boards filled with vibrant imagery to capture the essence of the brand I dreamed of creating. But now, those dreams are becoming tangible. When something is real, it’s no longer protected by potential; it’s open to judgment, critique, and the possibility of failure.

Embracing Complexity

And yet, I know this fear isn’t a sign that I’m on the wrong path. If anything, it’s a sign that this matters deeply to me. Sage & London has always been about embracing the beauty and complexity of the human experience—the interplay of joy, endurance, transformation, doubt, love, and vulnerability. Each fragrance is an exploration of these nuances, inviting the wearer to experience and reflect on the layers of their own humanity. And right now, I’m living that complexity in full force. I’m learning that creating something meaningful doesn’t mean erasing doubt—it means moving forward despite it.

Connection Through Vulnerability

This moment of vulnerability has reminded me of something I’ve believed all along: Sage & London isn’t just about fragrance. It’s about connecting with others on a deeply human level. Maybe sharing this moment, this raw and unfiltered truth, is part of that connection. Because if I’ve learned anything, it’s that beauty often exists in the moments we feel the most unsure. It’s in the courage to keep going when our confidence falters.

Moving Forward

Each step forward brings me closer to connection, creativity, and sharing the story I’ve always wanted to tell. The samples are coming, and so is the reality of this dream. And maybe, just maybe, that’s exactly how it’s supposed to feel.

Be Part of the Journey

This is just the beginning of Sage & London’s story, and I’d love for you to join me. By signing up for the waitlist, you’ll stay connected with reflections, updates, and the unfolding journey—and you’ll have a chance to win a full year of immersive fragrances delivered straight to your door.