When people think of Montauk, they picture summer sunsets, windswept beaches, and the perfect intersection where surf culture meets upscale escape. But for me, Montauk is more than a seasonal escape—it’s home, it’s community, and it’s the heartbeat of my business journey with Wyld Blue, the retail space where so much of my life has unfolded.
I launched Wyld Blue in 2023 with a simple but ambitious vision: curate a place where elevated fashion, interiors, and a bit of that free-spirited Montauk meets Aussie attitude could coexist. Fast-forward and Wyld Blue has become not just a store, but it’s an extension of my lifestyle, with locations beyond the dunes of Montauk.
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Running a business here is unique. Montauk has its own special rhythm; it’s driven by seasonal flows, loyal locals, and the kind of customers who value experience as much as the products. You learn to adapt quickly; summers are bustling, while off-season brings quiet moments for creativity, reconnecting, and dreaming up what’s next.
The beauty of Montauk is also its challenge. You’re running a business at what can feel like “the end of the world.” Logistics can be tricky, staffing takes strategy due to the seasonal nature, and staying fresh and relevant requires constantly listening to what both locals and visitors want. In reality, these are incredibly different things.
Logistics can be tricky, staffing takes strategy due to the seasonal nature, and staying fresh and relevant requires constantly listening to what both locals and visitors want. In reality, these are incredibly different things. Plus, for six months of the year, we shut our doors—and while that could feel like a scary thought for running a business, I taught myself to see this as a feature, not a flaw. The short season forces us to work with intense focus during the bustling months and then step back, reset and recalibrate when the town exhales, so we can bring new energy into the season ahead.
As a mom of three, this small town has become so much more than the place I came out to for work 10 years ago. It’s become my absolute world, where my kids were born, our year-round community, our home. For some reason Out East, family life blends seamlessly with work life. Sandy post-beach dinners, surfing before school, dirt bike rides, and sunset harbor dolphin watching have become the norm.
Between running Wyld Blue and traveling for work, balance is everything. I believe in showing my kids the world while teaching them the value of building something from the ground up. Travel inspires my buying and design choices. It’s how I source new collections and discover global artisans. But no matter where I go, Montauk’s laid-back luxury and raw beauty stay at the core of my brand.
SASHA'S MONTAUK MUSTS
- Best Morning Roast: Left Hand Coffee or Marram
- Sunset Spot: Navy Beach
- Hidden Gem: Gin Beach (a quieter spot to get away from the crowds)
- How I Reset: A solo sunrise walk on the beach
- Ditch Plains: for easy surf days
- Duryea’s: for sunset dinners
- Crow’s Nest lawn: for casual evenings where the kids can run free
- Montauk Library: for the occasional rainy day
And of course, the Wyld Blue store, where my children have practically grown up among the racks and the customers who feel like family.
