Today we’d like to introduce you to Sarah Carter.
Sarah, we appreciate you taking the time to share your story with us today. Where does your story begin?
Sarah Carter— Bio
In 2009, I founded San Francisco Showroom, an independent sales representative company for intimate apparel, loungewear, ready-to-wear, swimwear, accessories, and maternity brands. I launched in the middle of a deep recession, when businesses around me were closing in the wake of the 2008 housing crisis — and I grew it anyway, along with the revenue of every brand I represent.
The path here wasn’t a straight line. I graduated from the University of Vermont in 2002 with a BA in English Literature, then earned my TESOL certificate and a Master’s in Marketing. In the fall of 2003, I was on my way to teach English in Thailand when my mother called with a proposal: help her open a lingerie boutique. Neither of us knew much about bras or retail, but we fell in love with the industry. We became certified bra fitters and opened A La Mode Intimates, now two locations — Annapolis and Baltimore, MD — and more than 20 years in business.
I wanted to live in California, so I set off west and spent the next several years as a store manager, visual merchandiser, and recruiter for leading apparel and beauty companies. When the recession hit in 2008, I went back to help my mom with the business. A year later, I opened my own independent showroom company – SF Showroom LLC.
I’ve now worked every side of this industry — alongside designers, visual merchandisers, and brand directors, and as a small business owner myself. I know the joys and the challenges firsthand. I also launched my own brand, Inej, in 2023, which is on pause currently, but with plans to relaunch soon…stay tuned! All of it adds up to a perspective I bring to every account: I’m not just selling a products, I’m helping build a business.
My parents have always encouraged me to follow my passions, not be intimidated by the unknown, and have the courage to try new things. That’s why starting an independent rep company during one of the worst economic downturns never scared me.
Seventeen years later, I still wake up every morning excited to get to work, because I love this industry and the people in it.
Being an independent rep, a small business owner, and a mother is a juggling act, and I wouldn’t have it any other way. I got to bring my son with me to work and to trade shows for the first couple of years of his life. He now helps me set up at shows — a good work ethic starts early. I also helped him start his own business making jewelry, which he sells at local farmers markets, community events, and on his own Etsy shop.
I’m grateful to work in an industry full of supportive, inspiring, hardworking, compassionate people. I’m based in the SF Bay Area and travel nationally to visit retailers and attend trade shows.
SF Showroom brands include:
Montelle Intimates · Fleur’t Intimates · Rya Collection · Louisa Bracq · Maison Close/Scandale · Curvy Couture · Nessa · Cake Maternity · Sugar Candy Collection · Soak Wash · RigTig Designs
To learn more about these top-selling brands, reach out at sarah@sfshowroom.com or visit www.sfshowroom.com.
Short version
Sarah founded San Francisco Showroom in 2009, an independent sales representative company for intimate apparel, loungewear, ready-to-wear, swimwear, accessories, and maternity brands.
She launched in the depths of the recession and grew both the company and the revenue of the brands she represents.
Her career began by accident: on her way to teach English in Thailand in 2003, she detoured to help her mother open A La Mode Intimates, now a two-location boutique in Annapolis and Baltimore, MD, with more than 20 years in business. Since then she’s worked every side of the industry — store manager, visual merchandiser, recruiter, retailer, brand founder, and rep — alongside designers, visual merchandisers, and brand directors.
That breadth of experience is what she brings to every account: she does more than sell brands; she helps build businesses.
Based in the SF Bay Area, she travels nationally to visit retailers and attend trade shows.
Reach her at sarah@sfshowroom.com or www.sfshowroom.com.
Inspirational quotes
“Challenges make you discover things about yourself that you never really knew.” — Cicely Tyson
“All of your dreams can come true if you have the courage to pursue them.” — Walt Disney
“Self-trust is the first secret of success.” — Ralph Waldo Emerson
We all face challenges, but looking back would you describe it as a relatively smooth road?
My bio shares some of the challenges such as starting my business during one of the worst economic downfalls with the 2008 housing crisis. When many people were losing their homes and closing their business, I decided to start my business. I believe that starting businesses during a challenging time is the best time because you have to really be savvy, determined, thoughtful about choices and how you spend your money and time.
Covid was another major struggle because unlike the 2008 economic downfall, I was not able to operate my business at all. I wasn’t able to travel and all of the stores were forced to close their doors. My time was spent cancelling all of the orders I had worked hard to produce instead of bringing in more sales.
I had to put myself on unemployment and Medicare while supporting my family on my own as the sole income provider. It was terrifying, but I bounced back and feel incredibly grateful that I was able to make it through that time. Now nothing scares me! lol
I started my own brand called Inej in 2023, but the high tariffs which were constantly changing made it impossible to continue and be profitable so the brand is now on pause, but we plan to relaunch in the near future. Stay tuned!
Being a small business owner is not for the faint of heart. It takes courage, determination and consistent hard work, but I feel it is worth it and I love working for myself.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
SF Showroom is an independently owned sales rep business. I am the only employee, other than my son, who is 9 years old and helps me set up for trade shows and mail catalogs to my accounts.
I specialize in intimate apparel and bras for all sizes (28-50 bands and A-T cups). I also represent brands which transition from lingerie to ready-to-wear. For example, the inner wear as outer wear, chemises can be worn as slip dresses and long nightgowns as dresses for special occasions – cocktail parties, weddings, etc.
Because I have experience starting multiple small businesses – retail store, sales rep agency, clothing brand, and working in stores – store manager and visual merchandiser for small businesses as well as major retailers and I work closely with designers and brand directors from many different brands, I have knowledge and experience on all sides of the industry that is uncommon of most sales reps. With this all encompassing knowledge and experience, I don’t just sell products, I help others build a successful business.
I love visiting stores as much as possible so I can see their location, customer demographics, and how the store is merchandised. so I can not only know which products, from the brands I rep that would sell well in their stores, but also to provide advice on what I think could help them grow their business.
What are your plans for the future?
I recently added a new brand to my offering, which is Maison Close – transitioning to new name Scandale in 2027. I will be going to Paris in September to meet the team, see their new flagship store and attend a special event to celebrate the relaunch of their brand under the iconic French brand name of Scandale.
I also have plans to relaunch my own resort/loungwear brand, Inej, hopefully in the near future. Stay tuned!
I participate in various trade shows such as Curve NY/LA, Evolution Concepts Show and CALA San Francisco.
Contact Info:
- Website: https://www.sfshowroom.com
- Instagram: https://www.instagram.com/sarah_carter_agency/
- Facebook: https://www.facebook.com/sarahcarteragency/
- LinkedIn: https://www.linkedin.com/in/sarah-carter-4817487/
