Seda Kayali and SAGE + SEA
Pictures do not do Seda’s imported robes, towels, and blankets justice. When I walked past her booth I could immediately see that the fabrics were of a finer quality, and when I asked Seda about them, she had a whole story to tell me about where they came from and why she decided to start her import business. But to find out about that, you’ll need to read the interview below…
Seda, can you describe what your business does?
Sage + Sea is a boutique lifestyle brand inspired by Mediterranean living, centuries- old textile traditions of Türkiye, and the timeless hamam ritual dating back to the Ottoman era. I offer Turkish cotton towels, bathrobes, and relaxed loungewear pieces designed to bring comfort, simplicity, and a sense of calm into everyday life.
The textiles I carry are woven in Türkiye using traditional methods and natural cotton, blending heritage craftsmanship with a modern California lifestyle.
What started as a small Etsy hobby gradually evolved into local pop-up markets and in-person events. One of my favorite parts of the business is traveling to nearby cities like Los Angeles and San Diego to meet customers face-to-face and hear the stories behind the gifts they choose or how they incorporate these pieces into their homes and routines.
Where did the idea come from?
The idea for Sage + Sea grew out of major life changes like immigration and motherhood, and my desire to reconnect with my creative side. I’m originally from Türkiye, where traditional textiles, hospitality and bath rituals are deeply woven into the culture. After moving to California, I found myself wanting to connect those traditions with the new lifestyle I was building here.
I started Sage + Sea after the pandemic while searching for something more meaningful and personal. I wanted to create products that feel calming, tactile, and intentional pieces that reflect both my roots and the relaxed coastal lifestyle of Southern California.
Before this, I worked in labor studies and spent years researching workers’ rights and labor issues. I’ve always had deep respect for craftsmanship and the people behind handmade production, so collaborating with artisans and sharing these traditions felt very personal to me. After the February 6 earthquake in Turkey, supporting local communities and small producers became even more meaningful.
Can you describe your typical work day?
Every day looks a little different, which is one of the things I enjoy most about running a small business. Some days are focused on packing orders, editing product photos, updating listings, or preparing for markets. Other days are more creative — styling products, brainstorming displays, sourcing new pieces, or working on branding ideas.
I mostly work from home, where I have a small workspace that doubles as a design studio, shipping station, and content corner. Pop-up markets are also became part of the business, so weekends often involve loading inventory, setting up displays, and spending long days connecting with customers in person.
Some days I feel incredibly productive, and other days the time slips away between housework and motherhood. But honestly, I don’t complain about that either. To me, one of the greatest luxuries of building a small business is being able to grow (both personally and professionally) at your own pace.
What is your best-selling product?
Our Turkish cotton towels have been our best-selling products. Customers love that they’re lightweight, versatile, and soft. They can be used at the beach, in the bath or at the spa, for a picnic, as a table cover, or even while traveling, which makes them both practical and beautiful.
Depending on the material (all cotton, cotton-linen mixed, all linen) and size, most of our towels range from about $25 to $45.
They represent the brand very well because they combine functionality, simplicity, and a relaxed Mediterranean feel.
What sets you apart from other businesses?
I think Sage + Sea is built around a feeling just as much as a product. I’m not only interested in selling textiles, I want to create a sense of comfort, calm, and intentional living.
My Turkish background plays a big role in shaping the brand. Turkish textiles have a long history rooted in craftsmanship and everyday rituals, and I love introducing people to that heritage through a modern, California-inspired perspective.
Because Sage + Sea is still a very personal business, I’m involved in almost every part of the process from styling and photography to market setups and customer interaction which creates a more genuine connection with customers.
How is social media important to your business?
Social media has been important in helping people discover the brand. Instagram is the platform I use most, as it allows me to visually share the textures, lifestyle moments, market arrangements, and sources of inspiration behind Sage + Sea.
I create most of the content myself—using my phone, natural light, and genuine daily moments—rather than relying on heavily staged productions. I believe that people currently crave authenticity over perfection; this is likely the reason why vintage aesthetics and nostalgic visuals resonate with so many people today.
I should also add that I feel I haven't been utilizing social media to its full potential; I want to produce more authentic content and step in front of the camera more often.
What are your thoughts on technology today?
Technology has made it much easier for small business owners to build independent brands than it was years ago. I work mostly between my phone and laptop and use design apps, online selling platforms, cloud storage, social media tools, and AI almost every day.
As a small business owner, learning technology has become part of the job. Photography, editing, marketing, bookkeeping, inventory management, and customer communication now all rely heavily on digital tools. We’re also living through a time of rapid technological change, and I think staying curious and adaptable is incredibly important.
As the business grows, I try to keep my systems simple and organized. I still rely heavily on note-taking and planners to stay grounded and focused.
Regarding all the work that the business requires, do you hire contractors or does your family participate?
Right now, Sage + Sea is still a very hands-on and personal business, so I manage most things myself — product photography, social media, customer communication, inventory, market preparation, and online shop updates.
My family and friends support me, especially during busy market weekends, and that means a lot.
As the brand grows, I’d love to collaborate with more creatives and eventually outsource certain areas while still keeping the personal feel of the brand intact.
For finding new customers, doing outreach, and marketing, how do you manage this?
Local pop-up markets have been one of the most valuable ways to connect with new customers because they allow people to experience the products in person. Texture, quality, and color are such an important part of what I sell.
I also use Instagram, Etsy, and word-of-mouth quite a bit. I’m still learning and experimenting with different approaches as the business evolves.
One thing I’ve learned is that genuine connection matters more than constantly pushing sales. People remember how a brand makes them feel.
Practically speaking, how do you balance work, growth, and personal time?
I don’t think balance is something you fully master :) especially while raising a family and running a small business at the same time. Unlike a traditional job, there’s no clear separation between work and personal life, so creating boundaries takes intention.
I try to make space for family, rest, and creativity because those things ultimately fuel both me and the business. One of the biggest lessons I’ve learned is that growth doesn’t always mean moving faster. Sometimes slowing down and building a sustainable rhythm is just as important.
Regarding the environment, social issues, and being a partner to the community, do you have any specific things your business focuses on?
I care deeply about conscious consumption and creating products people will truly use and keep for a long time rather than treat as disposable trends. Most of the textiles I carry are made from natural cotton and designed for everyday functionality and durability.
Growing up in Türkiye, I remember using the same towels and linens for years in our family home. They carried memory, comfort, and a sense of continuity. Today, I often notice how quickly products are made and discarded, and that has made me value timeless, natural materials even more.
I also value supporting local maker communities and small business events because they create genuine human connection in a time when so much shopping happens online. I believe even small choices (thoughtful sourcing, quality over quantity, and intentional packaging) can make a meaningful difference over time.
What do you see as the outlook for the future of your business?
I would love to see Sage + Sea continue growing into a lifestyle brand that expands beyond textiles into curated home goods, hamam culture, artisan-made pieces from different regions of Anatolia, and meaningful everyday experiences.
In the future, I hope to create more immersive experiences through pop-ups, collaborations, and maybe even a physical space that reflects the warmth and atmosphere behind the brand.
For me, success means building something sustainable, creative, and authentic while staying connected to family, creativity, and community.
Do you have a final thought for the readers?
I think many people wait until they feel fully ready before starting something, and I struggled with that too. I used to overthink every detail and postpone my ideas, but small businesses are usually built while learning in real time. There’s a Turkish idiom: “Kervan yolda düzülür” meaning “make it up as you go along.”
One thing I’ve learned is that authenticity creates stronger connections than perfection. People are drawn to stories, intention, and genuine passion.
In such a fast-moving world, I still believe there’s something powerful about slowing down, creating thoughtfully, and building community through simple everyday experiences.
So where can my readers find you online?
That easy. Here is my contact info:
Email: sedabasmaci@hotmail.com
TikTok: www.tiktok.com/@sage.sea
