Sally Chen started her own clothing line after struggling to find appropriate undergarments for her nine-year-old daughter. The Brisbane mother worked as a hospital pharmacist for almost 20 years before becoming an entrepreneur. Chen launched the brand Sassh in January 2026, offering sports bras and first bras designed specifically for teenage girls.
From pharmacy to product development
Chen moved to Australia from Taiwan as a teenager to access better educational opportunities. Her father was an entrepreneur who faced financial hardship after a factory fire, which influenced her mother’s wish for her to pursue a stable career. She studied pharmacy and eventually joined Queensland Health.
The idea for Sassh emerged when Chen’s daughter needed her first bra. The available options were either crop tops that offered insufficient coverage or cup-sized bras meant for older women. Chen spent months researching the market, eventually partnering with a bra designer on the Sunshine Coast. She visited trade shows, contacted manufacturers in China, and tested eight different factories before production began.
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Chen admits that there was a huge learning curve because she had no prior experience in the fashion industry or lingerie. She joined an online business coaching program to learn from other founders who had built businesses from scratch. She worked on developing the brand, packaging, and website during her commute and after her children went to bed, often continuing until midnight.
Selling directly to consumers
Sassh operates as a direct-to-consumer business with customers in Australia, New Zealand, the United Kingdom, and the United States. The company sells its products exclusively through its website. Chen developed the brand, packaging, and website while maintaining her full-time job as a pharmacist.
Supporting grassroots sport
Chen connects the business with community sports initiatives, including netball, swimming, and football. The company sponsors grassroots teams rather than simply placing logos on events. Chen believes sport builds friendship, confidence, and resilience in young girls.
