244. From Passion to Product: Sarah Collins Lawler’s TELA Story

How'd She Do That?

In this episode of How’d She Do That?, Emily is joined by Sarah Collins Lawler, the founder and designer behind TELA Mercantile, just six weeks into her journey as a new mom.

Sarah shares a beautiful and candid look back at her creative upbringing, where fashion and entrepreneurship were sparked early.

After earning a degree in Apparel & Textile Design from the University of Alabama, Sarah planned to take on New York’s fashion scene. But a traumatic boating accident right after college changed everything. In this unexpected season of healing, she found herself creatively rerouted—eventually landing roles in fashion sales and later at SPANX, all while quietly nursing her passion for design.

The seeds for TELA were planted during the pandemic, when her husband gifted her a sewing machine. What started as a creative outlet at home blossomed into a globally inspired, size-inclusive brand known for its effortlessly elegant kaftans. TELA—Spanish for “fabric”—represents Sarah’s love of textiles, travel, and timeless design, all grounded in a deep respect for intentional sourcing and inclusive silhouettes.

Sarah opens up about launching the brand in 2021, the joys and challenges of building something meaningful, and how becoming a mother has shifted her perspective on time, purpose, and creativity.

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You’ll Love This Episode If You’re Curious About:

• ​ Turning personal challenges into a creative reset
• ​ Launching a fashion brand with global inspiration and purpose
• ​ Embracing the early, unfiltered days of motherhood while running a business
• ​ Designing with intention—both in fabric and in life