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you are why we do what we do

“We’re super happy that everyone who embraces our lifestyle range, knows they are getting a one-of-a-kind hero slogan product worthy of any epic business entrepreneur”

Deborah Sage
Founder of Alderton Sage

Before I created Alderton Sage, I was working a 9-5 (enjoying it actually, if I’m honest..)  

I know, big shock, I wasn’t dreaming of my way out!  But I could do my job blindfolded. 
There was nothing new or challenging, and I felt that I was in danger of becoming that person in the organisation who rains on the parade of new ideas – all, you know, “we tried that in 2010 and it flopped”.  
I did not want to become that person.  And forever in the background, was this little niggle that I’d like to be able to have my own business and be my own boss. 

But then…

one day, in my (cough, cough) 40’s, I had an opportunity to leave my job.  It was a cliff edge moment – jump or freeze? 
I knew deep down that if I didn’t jump and have a ruddy good go at creating my own business now, then I’d regret it later. 

And I just don’t do regrets.

As a ridiculous introverted extrovert, I really wanted to create something that women would fall in love with and allow them to quietly shout about themselves without actually having to say a word if they didn’t want to.  
To allow them to express themselves as they are. 
I was concerned about all the ‘selling part’ of running a business; being rather rubbish at all that.  Scared of doing something new and different and of falling flat on my face. 
I procrastinated at every step.
But then I knew that there were women out there, introverted extrovert like me who really wanted to be able to express themselves without actually having to say anything at all. 
So, I closed my eyes, held my breath, and in a moment of extreme extrovertness, I went for it.  

The response?

Truly thrilling and I am so glad that our lifestyle products help you guys to be…

AS you are.


Pippa Sage

Head of Sales & Marketing

(A pretty full on job for a canine, if you must know)

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