Sarah Sayed
Founder and Director, BX Merchandise
“International Women’s Day is a moment to pause and recognise how far women have come, and how much further we still need to go. It is a day that reinforces the importance of lifting others as we climb.”
For this year’s International Women’s Day, we’re proud to launch a campaign that spotlights the remarkable women shaping our industry and community. Through a series of profiles, we are sharing the stories of inspiring women who are leading and innovating across our industry!
Read Sarah’s story below.
My name is Sarah Sayed and I am the Founder and Director of BX Merchandise, a woman and minority owned promotional merchandise boutique agency based in Brixton. I started the business in 2007 with a simple belief that our industry could do better. I wanted to bring ethics, sustainability and genuine purpose into a sector dominated by disposable products and short term thinking. Today I am proud to work with global clients while staying rooted in my community and committed to creating opportunities for young people and diverse talent.
As Director, no two days look the same. My role spans strategy, client partnerships, social impact and championing the values that underpin our business. What I am most passionate about is using merchandise as a force for good. To me, it is never just about products. It is about thoughtful storytelling, responsible sourcing and helping brands reflect who they truly are.
This matters deeply to me because I know what it is like to step into an industry where your voice is not the norm. Building a business that celebrates diversity, includes young people and leads with purpose is not just work for me. It is a reflection of my lived experience and the kind of legacy I want to create.
One moment that will always stay with me is seeing some of our apprentices grow from shy teenagers into confident professionals who are still part of our team years later. Knowing that BX Merchandise has been a stepping stone in their careers is incredibly meaningful.
I am also proud of the resilience we demonstrated during the pandemic. Supporting clients when everything felt uncertain, and being recognised as a “COVID Champion” by Cummins, reminded me just how powerful purpose and partnership can be in difficult times.
I have been inspired by many people at different stages of my journey. The mentors and business owners I have met through organisations like BPMA has been invaluable. Their generosity, honesty and expertise have helped me navigate challenges from Brexit to pay transparency.
I am also inspired by my team, whose diversity and creativity reflect the spirit of Brixton. And finally, my inspiration comes from a belief that business should be a platform for positive change. That belief has guided me from the very beginning.
International Women’s Day is a moment to pause and recognise how far women have come, and how much further we still need to go. For me, it is a celebration of resilience, leadership and community. It is also a reminder to keep pushing for representation, not only in leadership but in supply chains, industries and decision making spaces where women are still underrepresented.
It is a day that reinforces the importance of lifting others as we climb.
My biggest advice is to back yourself, even when the world is slow to catch up. You do not need permission to begin. Start where you are, trust your instincts and be clear about your values. They will carry you through challenges and help you make the right choices when things feel overwhelming.
Surround yourself with people who want to see you grow. Communities like BPMA are filled with women who understand the journey and are willing to support you. Do not be afraid to ask for help or to offer it when you can.
And finally, remember that every step you take creates space for another woman to follow. Your success is not just your own. It is part of a wider movement that is changing industries, shaping narratives and opening doors for future generations.