Sage started Jubi in 2020 with a sewing machine, a few rolls of fabric, and a love for well-made, thoughtful clothing. She named the brand after her Danish mother-in-law's favorite saying, "Jubiiiiii!" (think yippppiieee—but usable in just about every situation, and just as cute as it sounds).

A little about Sage:

What’s your go-to sewing tool you can’t live without?
Definitely a bias tape maker—so useful, so easy, and honestly kind of fun to use.

Do you listen to anything while you sew?
I think about this all the time—I should really listen to educational podcasts or audiobooks… but I’m usually watching reruns of my favorite TV shows, something I only have to pay half attention to. Occasionally, a good silly podcast too.

What’s your favorite piece to sew?Hmmm, it changes. I have a soft spot for watching any of our patchwork pieces come together—they're also the only pieces I won’t let anyone else sew, haha. I’m possessive over them! But there’s something really satisfying about sewing a pair of boxers too.

With a love for fashion, design, and styling, Katelyn has an eye for how garments come together. She especially enjoys the technical side of pattern-making and garment development. When she’s not behind the machine, she’s deep in her biology studies – combining her love for textiles with a deep appreciation for the ocean.

A little about Katelyn:

What’s the most satisfying part of sewing?
Watching a piece of fabric come together into something totally new. But also, there’s no better feeling than seeing someone wearing a piece you made with love and care.

What’s your ideal weekend?
Camping on the beach with my partner and a small group of friends. Surfing all day, trading waves, and cooking meals on the sand - especially in the summertime - is my perfect way to spend a weekend.

Other hobbies or skills outside of sewing?

I have a background in biology with a focus on marine ecosystems and conservation. Studying the ocean has given me a deeper perspective on our impact on the world, especially on Vancouver Island, where the water is such a big part of daily life.

A lifelong maker, Carmen has been sewing for years, but she’s been part of the Jubi team for one. When she’s not sewing up Jubi pieces, she works as a product manager at a local surf shop, surrounded by the ocean and the creative energy of Tofino.

A little about Carmen:

Three words to describe your sewing style?
Chaotic, hyper-focused serenity. (I.e. Don’t expect me to eat or drink a thing while I'm sewing, but I’ll be happy as a clam.)

What’s your ideal weekend?
A baby-wave surf session, brunch with my girlfriends, and a good craft—preferably all in one day.

Song or album on repeat?
The Mamma Mia soundtrack, plus any and all ABBA remixes.

Autumn brings a fresh eye and creative energy to Jubi's online world. She loves using social media as a way to tell stories - capturing the textures, moods, and details that make each piece feel alive.

A little about Autumn:

What’s your favourite way to disconnect after a screen-heavy day?

After a screen-heavy day, I love a surf or just taking a walk on the beach. I love spending the evenings with my friends, watching the sunset, and making a good dinner.

What’s one thing you’ve learned from working in social media?

One thing I’ve learned from working in social media is that nobody has it all figured out—we’re just learning as we go!

What trend are you not falling for?

A trend I’m not falling for is the idea you need to buy everything new! Thrifted and upcycled is the best!!