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The Courage To Jump
Chatting with Sarah-Jane, owner of Sage and Salt Studio
Emily
February 08, 2025
 www.sageandsaltstudio.co.uk | When I met with Sarah-Jane, it was on the one-year anniversary of her opening Sage and Salt studio in Petersfield, Hampshire. I first visited Sage and Salt earlier that year and didn’t realise it had only been open for a few months. The shop has beautiful displays of local handmade products and wall spaces featuring the work of mostly local artists. |
What struck me the most when speaking with Sarah-Jane and learning more about her journey was the sheer amount of courage it takes for a person to do this.
For any creative business owners reading this, you are amazing. Putting yourself on the line, chasing after your dreams—it counts for a lot, and it’s important to sit with that every now and again.
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Sarah-Jane’s story begins in 2021 when she first started creating artwork with sea glass and shells her family collected. What began as a simple hobby, at the request of her boys, soon turned into something much more. She started selling her creations and running workshops. |
As her creative work grew, Sarah-Jane heard about an opportunity to take a studio space in Portsmouth. “I applied but wasn’t successful, but for that application I had written the business plan. I'd got it set in my head that I was going to have a bricks and mortar place to actually work from and run lots of workshops.” Talking about how she felt making the decision to take on a bricks-and-mortar shop, Sarah-Jane admits,
I’m not normally someone who takes risks like this, but if I didn’t do it, someone else would, and I’d regret it.
www.sageandsaltstudio.co.uk
While she hadn’t originally considered opening a retail shop, this process made her realise that there was potential for a space that combined her passion for art with a deeper connection to her community. It was then that she began exploring retail options in Petersfield. Sarah-Jane has worked in Petersfield for years, and it's where her children go to school.
The process of finding the right space wasn’t easy. “I had to obviously find a property with a landlord that was willing to take me on as a start-up business.” The shop where Sage and Salt is now located was the first property that Sarah-Jane saw and felt would be perfect for her vision. However, at first, the letting agent turned her down, deeming it too much of a risk for the landlord. She started looking at other properties but couldn’t find anything suitable given the large space she required for both the shop and workshop space.
I kept coming back to this place and then I thought to myself, I'm going to email again and put forward my case and just say, look, this is the vision. Can you please put this to the landlord and just see what he thinks? The landlord really loved it so they let me have it, which was great.
www.sageandsaltstudio.co.uk
This is another good reminder to not always take the first ‘no!’ She understood that it was a big commitment to take on a larger space—both financially and logistically—however, she believed that anything smaller would be outgrown quickly.
 www.sageandsaltstudio.co.uk |  www.sageandsaltstudio.co.uk |
The turnaround time to get the shop open was pretty impressive, just 9 days! It was important for Sarah-Jane to get the doors open in time for Christmas 2023.
Once the doors opened, Sarah-Jane found herself juggling more than she had ever anticipated. Running the shop meant not only being a full-time business owner but also handling social media, accounting, customer service, and everything in between. “It’s a huge amount of work,” she says, “but I’ve never regretted any of it. I just enjoy it so much.”
www.sageandsaltstudio.co.uk
The response from the local creative community seems to have been a big driver for Sarah-Jane.
I know that all the artists are really grateful that we have opened, and yes, they have to pay to be in the space, but I wanted it to be a space that wasn't too expensive because I've definitely been in spaces myself that I didn't make my money back and it's difficult.
Looking back, Sarah-Jane acknowledges the fear and uncertainty that came with opening Sage and Salt. Without any prior retail experience, she had to put her trust in her instincts, guided only by the business plan she had created and the confidence that other similar businesses were succeeding. It was a leap of faith, and in many ways, a testament to the resilience of anyone starting a new venture from scratch. “I still can’t believe I’ve done it,” she reflects. "Sometimes I sit back and think, wow, I actually did this." She admits that the journey hasn’t been without its challenges—working long hours while teaching, being the sole manager of the business, and managing artists and their work. But through it all, she has found a deep sense of fulfilment, not just in the success of the business but in the connections it has fostered with local artists and the community.
One of Sarah-Jane’s proudest accomplishments is the community she has built. The studio is more than just a retail space—it’s a place for local artists to showcase their work, collaborate, and network.
  www.sageandsaltstudio.co.uk | The shop hosts regular workshops and community events, such as "Coffee, Cake, and Craft" every Monday, where people gather to create and share their work over coffee and cake. “It's just been amazing. The people that come have been coming every week since pretty much the beginning, we now regularly have that table full every Monday.” She tells me that the workshops have been very successful, and her initial plan to host the workshop space in the shop to peak interest from passers-by has been very successful. |
In addition to creating this thriving hub, she also found time to win two awards. One with Muddy Stilettos and the other with the Petersfield Awards. Reflecting on these achievements, she is amazed by the support from her local community, who backed her with their votes. |  |
Opening a business like this took not only courage but also a deep belief in the power of community. “I want this space to be for everyone,” Sarah-Jane explains. “Whether you’re an artist or just someone who enjoys being creative, this is a place to feel connected and inspired.”
I find Sarah-Jane’s story so inspirational, and I am glad to share it here. As I said at the top of the article, her story acts as a good reminder for all small business owners, aspiring business owners, or really anyone with a dream to create something, to go for it. Sarah-Jane is only getting started with her vision as she tells me about what she wants to do in 2025.
For anyone within the Hampshire area I would definitely recommend a visit.
www.sageandsaltstudio.co.uk
Sage and Salt Studio is located in Petersfield, Hampshire (4 Swan Street, GU32 3AD).
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