The peopleUpdated 7 months ago

Our Story: People First, Bags Second (But Really Close!)

Nichole MacDonald, proudly known as the Chief Bag Lady, is the founder and creator of the Sash Bag. She invented the Sash Bag out of necessity, never imagining it would become the phenomenon it is today. Nichole's passion lies in connecting with customers and spreading the love of Sash. A single mom, philanthropist, and active community member, Nichole is a sister-friend to many and the driving force behind Sash Bag’s mission to bring people together.

Our team includes some truly spectacular individuals. We have people who’ve been with us since Sash was still being run out of Nichole’s garage, almost 12 years ago, and others who joined us in 2023 as amazing new additions. Family, close friends, and inspired newcomers make up our tight-knit crew, and we’re united by a shared passion for what we do.

We care about each other, and that care extends naturally to our customers. A lot of companies say they care, but we live it every day. From our team culture to our customer interactions, this commitment is at the heart of everything we do.

Check out our crew on our Meet the Team page.