SHE-TALKS with Lisa Jones How SHE Built a Brand That Sells Out on Drop Day with Ash Tardrew from Sabbi
What if your dream took off so fast it nearly broke you?
Ash didn’t mean to create a sell-out fashion label - she just wanted to make a few tees her friends would love. But when her first drop flew out the door in hours, she realised Sabbi was something bigger.
In this episode, Lisa sits down with Ash, founder of Sabbi - the brand known for cheeky slogans, bold designs, and collections that sell out on launch day. What started as a fun creative outlet quickly spiralled into a fast-growth business, forcing Ash to make decisions on the fly, scale production, and build a team - while still trying to find her footing as a founder.
Ash shares openly about the exhilarating highs and exhausting lows of growing a brand quickly: from managing wild demand and 6-figure months to surviving warehouse chaos and burnout. She dives into the power of brand voice, learning to say no, and why she’s now reimagining what sustainable success looks like on her own terms.
What You’ll Learn:
✨ How a creative side project exploded into a cult fashion brand
✨ The systems (and mistakes) behind Sabbi’s rapid scaling
✨ How Ash uses copy, voice, and humour to connect with her cult following
✨ Why she’s setting boundaries to avoid burnout…and redefine success
✨ The lessons in letting go, trusting a team and playing the long game
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Resources and Links:
Shop Sabbi → sabbi.com.au
Follow Sabbi on Instagram → @sabbi_the_label
Follow Lisa Jones & SHE-com: @lisajones_co and @shecom.co
Join the SHE-com Community HERE
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WANT MORE:
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- Got an idea for an episode or just want to connect? Reach out to us on Instagram at @shecom.co.