The Story Behind the Sarah Baeumler Shop

The Story Behind the Sarah Baeumler Shop

For as long as I can remember, I have found comfort in simplicity. From being a young girl wearing a school uniform, when the process of getting dressed in the morning was a simple choice, to living in the Bahamas where I created a capsule of my favourite products and clothing that brought a sense of comfort and ease. Over the years I have found tranquility and calmness from this mindset of simplicity. The Sarah Baeumler brand has evolved over the past two decades as a lifestyle brand that is rooted in the quiet moments that matter.  As we work to expand the Sarah Baeumler Shop—a place where simplicity meets purpose and beauty, we remain focused on our intent: For our community to be at the heart of everything that we do.

Our venture into the world of retail began with Roselle & Pine, a boutique we opened within Caerula Mar Club in the Bahamas. Initially, we stocked everyday essentials for our guests, but soon we expanded our offering to include unique items that captured the essence of island living. From our linens to the apothecary items stocked in each and every bathroom, we wanted to give our guests the opportunity to take a small piece of paradise home with them. 

As Roselle & Pine gained popularity, guests began asking if they could purchase our products from afar. This demand, coupled with my passion for curating meaningful spaces and products, laid the foundation for our online store. From this, the Sarah Baeumler Shop was created.

The Shop continues to be an incredibly rewarding experience, thanks to our consumers. Despite the digital nature of our business, I've found a deep sense of connection with our community. I cherish the feedback and stories shared by our customers, and I'm grateful for the opportunity to bring a piece of our island lifestyle to homes across North America. 

When curating products for the shop, I'm guided by a commitment to our community.  We look to create environments that celebrate simplicity, quality and collective joy. Drawing from my own experiences, I seek out items that bring a sense of uncomplicated calmness and ease to everyday life. Each product is carefully selected based on its materials, craftsmanship, and ability to evoke joy—a reflection of my personal ethos.

One memorable moment that stands out since launching the shop was the day of our e-commerce site's debut. I was in New York City with dear friends when we stumbled upon a store in SoHo. The scent of a candle captivated me, and one of my friends insisted I save it for the launch of my own product line. Years later, as we lit that very candle in my makeshift office…it symbolized the culmination of a dream and the beginning of a new chapter.

Today, I am fortunate to be living out that dream of curating items I love and sharing them with all of you. I'm excited  to grow and evolve, continuously working with my incredible team to  inspire and uplift others on their journey to creating a haven of their own.