Emma Sage

Where did you grow up, and was growing things part of your early life?
I grew up on a sheep and beef farm in Kererū, a rural community in Hawke’s Bay, so in many ways I’ve been exposed to growing things for as long as I can remember. “Garden circles” were a common occurrence with friends and family when they visited our house, and likewise at friends’ and neighbours’ places. It was a shared ritual where you’d wander the garden together, admiring each other’s work. I’m not sure I particularly enjoyed or appreciated these tours as a kid, but they’ve stuck with me and now I love doing the same with friends and family – especially now that I’m back in Hawke’s Bay, where I can still wander through the garden I grew up in (and often steal a few treasures for my own).

What prompted you to start Sage Journal?
When we bought our first house in Ōtautahi Christchurch more than twelve years ago, I quickly realised how hard it was to find local garden inspiration and advice – especially for a younger generation of gardeners. I wanted relatable stories, aspirational projects, and connections with knowledgeable gardeners, both new and experienced. Sage Journal began with a passion for how a garden can be an extension of the home – to create outdoor “rooms” and spaces to dwell, gather, play and create. It’s also underpinned by a desire to foster a reweaving of the planet and its people – to help others find joy in growing produce, picking their own flowers and bringing more nature into their own sphere.

How have you learnt your craft along the way?
Trial and error. A bit of research. And many conversations with fellow gardeners. The gardening community in Aotearoa – and beyond – is incredibly generous. Why did you decide to take Sage Journal from online to print? From the moment I began Sage Journal with a homemade website and Instagram account five years ago, I knew I wanted to create something in print – something tactile, for the tactile people gardeners so often are. Over the years, many Sage Journal followers have asked for something they could hold in their hands. Our first print journal is designed as a companion for the garden-curious, nature inspired and creatively inclined to explore the intersection of people, plants and place, and to find inspiration on every page.

What’s the best piece of business advice someone has given you?
Be clear on your brand – but don’t wait for things to be perfect. Just get started.

What’s the best piece of advice you’ve received around creativity?
Not advice as such – but, for me, time in the garden always fosters creativity in all areas in my life. It’s the best time to let your mind relax and see what floats to the top.

For more information, visit thesagejournal.com.