Abby Price always dreamed of running her own business; it was just a matter of finding the perfect fit. After a brief stint in public relations, the 29-year-old found herself laid off and immersed in her fashion studies at Parsons School of Design. Like many during the pandemic, she began experimenting. Her first endeavor, a dry floral business offering event arrangements and vintage home goods, eventually faded. But her next venture, embroidery, quickly took root.
This time, it truly clicked. Abbode, her embroidery company, experienced a remarkable two-year rise, culminating in a major celebrity endorsement that propelled it into a new stratosphere: Sabrina Carpenter donned an Abbode-embroidered shirt during her recent appearance on ‘Saturday Night Live.’
Price’s embroidery journey began in 2023 when she revived a forgotten machine from the basement of her former floral shop on Elizabeth Street in Manhattan. Abbode specializes in custom embroidery on items brought in by customers, alongside its own collection of boxers, tank tops, toiletry pouches, and tote bags.
With Abbode, Price’s vision was to ‘modernize’ embroidery, moving beyond the traditional image of unassuming mom-and-pop shops. Abbode’s brand is infused with pop culture references and boasts a signature blush pink aesthetic designed to feel ‘girly.’ Sabrina Carpenter, celebrated for her boldly feminine style, became Price’s most prominent customer yet.
And a customer she truly was. Carpenter’s team contacted Abbode just a week before the October 18th ‘Saturday Night Live’ episode, where the artist was pulling double duty as both host and musical guest. Price recalled they requested the iconic phrase ‘Live from New York’ to be embroidered on a white baby T-shirt. Carpenter then famously paired the top with pink bikini briefs, emblazoned in red with the rest of the phrase, ‘it’s Saturday night,’ as she performed ‘Manchild,’ a single from her latest album, ‘Man’s Best Friend.’ (Abbode clarified they did not embroider the bottoms).
‘I’ve been actively manifesting and trying to secure some celebrity exposure,’ Price shared in a recent interview. ‘And ‘S.N.L.’ is, without a doubt, the most quintessential New York platform. For a New York-based brand to achieve that, it’s just absolutely incredible.’
This high-profile placement marked a true turning point.
‘My phone hasn’t stopped ringing, literally every five seconds,’ Price exclaimed. While her work has previously been featured by influencers and major brands, this is her first experience with the full intensity of a viral moment. The response has been overwhelming, filled with congratulations, praise, and a flood of requests for the coveted shirts. Price is currently exploring potential partnerships with NBC.
Since shifting its focus to embroidery, Abbode has captivated the attention of major brands, including Charlotte Tilbury, Skims, and the Ritz-Carlton Yacht Collection. These collaborations involve creating branded elements for events, ranging from custom-embroidered napkins to on-site personalized items.
A particularly cherished partnership for Price was with L.L. Bean, a brand deeply rooted in her childhood in Swampscott, Massachusetts. Last year, Abbode collaborated with L.L. Bean for an in-store event, allowing customers to personalize their iconic Boat and Tote bags with custom embroidery. The bags are now regularly stocked in the store, and Abbode is currently offering complimentary embroidery services at L.L. Bean’s latest pop-up in New York this month.
Price offers a compelling theory for the success of her venture, which now employs 25 individuals, operates a separate studio in Chinatown, and is projected to see a six-fold increase in revenue since its pivot to embroidery.
“I believe people are actively seeking authentic ways to express themselves and showcase a unique point of view,” she articulated. “There’s such a pervasive sense of sameness everywhere — with TikTok trends that come and go in a couple of weeks. But when something is truly personal and meaningful to you, that’s what becomes timeless.”