Abby Price always harbored an entrepreneurial spirit, just waiting for the right opportunity to blossom.
At 29, after a brief stint in public relations ended with a layoff, Price focused on her fashion studies at Parsons. Graduating amidst a pandemic, she, like many, began to experiment. Her initial foray into entrepreneurship was a dry floral business, complete with event arrangements and vintage home goods. When it didn’t quite take root, she made a crucial pivot: to embroidery.
This time, her instincts proved right. Over two swift years, her company, Abbode, saw an incredible rise, culminating in an unexpected and monumental boost: a celebrity endorsement from pop star Sabrina Carpenter. Carpenter wore an Abbode-embroidered shirt during her recent performance on ‘Saturday Night Live,’ launching the small business into an entirely new stratosphere.
Pop star Sabrina Carpenter performing on ‘Saturday Night Live,’ sporting a custom-embroidered shirt by Abbode.
Abbode’s embroidery journey officially began in 2023. Price rediscovered an old embroidery machine in the basement of her former floral shop on Elizabeth Street in Manhattan. Now, Abbode specializes in custom embroidery, either on items customers bring in or on its own popular range of boxers, tank tops, toiletry pouches, and stylish tote bags.
Founder Abby Price intentionally styled Abbode to stand out. Eschewing the traditional, her shop embraces a ‘girly’ aesthetic and is known for incorporating various modern pop culture references into its designs.
Price’s vision for Abbode was clear: to revolutionize embroidery by offering a fresh alternative to the often-modest, traditional shops. Abbode’s distinct blush pink aesthetic, combined with its knack for current pop culture references, creates a uniquely ‘girly’ vibe. This modern approach resonated perfectly with Sabrina Carpenter, renowned for her boldly feminine style, making her Abbode’s most prominent client yet.
Indeed, Carpenter was a genuine client. Her team contacted Abbode just days before her dual role as host and musical guest on the October 18th ‘Saturday Night Live’ episode. Price recounted their request: the iconic ‘Live from New York’ tagline to be artfully embroidered onto a white baby T-shirt. During her performance of ‘Manchild’ from her album ‘Man’s Best Friend,’ Carpenter famously paired the top with pink bikini briefs, which, though not embroidered by Abbode, completed the full ‘it’s Saturday night’ phrase.
Price expressed her excitement, saying, ‘I’ve been truly manifesting and working towards some kind of celebrity feature. And ‘S.N.L.’ is the quintessential New York moment. For a New York-based brand like ours to achieve that, it’s simply unbelievable.’
This particular placement marked an undeniable turning point.
Price described the aftermath: ‘My phone has been ringing off the hook, every few seconds.’ While her work has previously garnered attention from influencers and major brands, this was her first encounter with such a potent, viral reaction. The deluge of congratulations, accolades, and immediate requests to sell the shirts was overwhelming. She even mentioned ongoing discussions with NBC regarding a possible collaboration.
Though embroidery wasn’t her initial career path, it ultimately led Price to meaningful collaborations with cherished brands like L.L. Bean, a company she admired since childhood.
Since its transition to embroidery, Abbode has captivated top-tier brands like Charlotte Tilbury, Skims, and the Ritz-Carlton Yacht Collection. These collaborations have ranged from creating bespoke napkins to providing on-site custom embroidery for exclusive events.
A standout partnership for Price was with L.L. Bean, a brand deeply rooted in her upbringing in Swampscott, Massachusetts. Last year, Abbode collaborated on an in-store event, allowing customers to personalize their iconic Boat and Tote bags. These custom-embroidered bags are now a staple in the store, and Abbode is providing complimentary embroidery services at L.L. Bean’s newest New York pop-up this month.
Price has a compelling theory for Abbode’s meteoric success. Her venture now employs 25 individuals, operates a dedicated studio in Chinatown, and is projected to see its revenue multiply six-fold since the strategic shift to embroidery.
She believes the brand’s appeal lies in a universal desire: ‘I think people are searching for authentic ways to express themselves, to showcase their unique perspective and point of view. In a world saturated with fleeting TikTok trends and endless uniformity, there’s a timeless allure to something that truly speaks to you personally.’