Abby Price always envisioned herself running a successful business, but finding the right path took some exploration.
After being laid off from a public relations job at 29, Ms. Price dedicated herself to her graduate studies in fashion at Parsons School of Design. However, graduating into a pandemic, she, like many others, found herself experimenting with new ventures. Her initial foray into entrepreneurship was a dry floral business offering event arrangements and vintage home goods. When that didn’t quite blossom, she gracefully pivoted to embroidery.
This time, her passion truly took root. What followed was a remarkable two-year journey for her company, Abbode, culminating in a celebrity endorsement that launched the brand into an entirely new stratosphere: Sabrina Carpenter. The pop star proudly donned a custom-embroidered shirt by Abbode during her recent “Saturday Night Live” appearance, turning a long-held dream into an overnight sensation.
The embroidery chapter for Abbode began in 2023 when Ms. Price revived an old machine tucked away in the basement of her former floral shop on Elizabeth Street in Manhattan. Today, the business specializes in custom embroidery for garments brought in by clients, alongside its own popular line of boxers, tank tops, toiletry pouches, and tote bags.
Ms. Price’s vision for Abbode was to revolutionize the embroidery industry, moving beyond the unassuming mom-and-pop shop stereotype. With its vibrant pop culture sensibility and distinct blush-pink branding, Abbode offers a fresh, “girly” appeal. Sabrina Carpenter, renowned for her unabashedly feminine style, proved to be Ms. Price’s most prominent client yet.
Indeed, Ms. Carpenter was a genuine customer. Her team contacted Abbode just a week before the October 18th “Saturday Night Live” episode, where she was slated to perform and host. Ms. Price recounted their request: the iconic phrase “Live from New York” to be embroidered onto a white baby T-shirt. During her performance of “Manchild,” a single from her latest album, “Man’s Best Friend,” the singer paired the custom shirt with pink bikini briefs that boldly displayed the rest of the show’s famous line: “it’s Saturday night.” (Abbode clarifies that they did not embroider the bottoms.)
“I’ve been actively manifesting and really trying to secure some form of celebrity placement,” Ms. Price shared in an interview. “And ‘S.N.L.’? That’s the epitome of New York. For a New York-based brand to achieve that is truly incredible.”
This high-profile placement marked a significant turning point for the brand.
“My phone hasn’t stopped ringing; it’s blowing up every five seconds,” Ms. Price exclaimed. While she’s no stranger to her work being featured by influencers and major brands, this was her first experience with the overwhelming impact of a viral response. She’s been inundated with congratulations, praise, and urgent requests for the now-famous shirts. Currently, Ms. Price is in discussions with NBC regarding a potential future partnership.
Since pivoting to embroidery, Abbode has attracted notable collaborations with brands such as Charlotte Tilbury, Skims, and the Ritz-Carlton Yacht Collection. These partnerships have involved creating branded elements for events, ranging from custom-embroidered napkins to on-site personalized embroidery services.
One particularly special collaboration for Ms. Price was with L.L. Bean, a brand she admired growing up in Swampscott, Massachusetts. Last year, Abbode hosted an in-store event where customers could personalize their iconic Boat and Tote bags with custom embroidery. The L.L. Bean store now proudly carries Abbode’s bags, and this month, Abbode is offering complimentary embroidery at L.L. Bean’s latest pop-up in New York.
With 25 employees, a dedicated studio in Chinatown, and revenue projected to increase six-fold since its strategic shift, Ms. Price attributes Abbode’s rapid success to a clear understanding of market demand.
“I believe people are genuinely seeking authentic ways to express their individuality and unique viewpoints,” she explained. “In a world saturated with fleeting TikTok trends and pervasive sameness, there’s a timeless appeal in something that deeply resonates with you.”