Today we’d like to introduce you to Sasha Benz.
Hi Sasha, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I started my career as a personal stylist, working closely with clients to refine their individual style and build wardrobes that felt both elevated and authentic. That one-on-one experience shaped my understanding of people, taste, and the power of curation — which naturally evolved into larger opportunities within fashion and lifestyle.
From there, I moved into a creative direction role at The Surf Lodge in Montauk, which brought me to the Hamptons and opened the door to a broader world of brand-building and experiential marketing. It was there that I began blending fashion, hospitality, and community in a more immersive way — creating moments and partnerships that felt culturally relevant and highly engaging.
Building on that momentum, I launched Wyld Blue, a retail concept that reflects my perspective on modern lifestyle and fashion, with locations in Montauk and Aspen. Alongside that, I also co-founded Cinq and AMFAM — both extensions of my passion for creating platforms and experiences that connect people through style, culture, and community.
Across everything I’ve built, the common thread has been creating environments — whether physical, digital, or experiential — that feel intentional, aspirational, and genuinely resonant. Today, I continue to expand on that foundation through consulting, partnerships, and new ventures that sit at the intersection of retail, hospitality, and community.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road — in fact, it’s been the opposite. Every step has come with challenges, setbacks, and moments where things felt uncertain.
The only chapter that felt “easier” on the surface was my time at The Surf Lodge, where opportunities and brand partnerships came more organically. But even then, the workload was intense, and behind the scenes I was balancing a demanding role while raising a young family — which brought its own level of pressure.
Building my own businesses has been a completely different kind of challenge. I’ve done it all without outside funding or a safety net, which means every decision carries weight. There have been real financial pressures, operational hurdles, difficult partnerships, and moments where I’ve had to make tough calls just to keep moving forward. Expanding into multiple locations, navigating leases, seasonality, and the realities of retail — none of it has been linear or easy.
At the same time, being a mother while building businesses has required constant balance, trade-offs, and resilience. There’s no clean separation between the two — it’s all happening at once, and that’s something I’ve had to learn to navigate in real time.
If anything, the challenges have defined the journey. They’ve forced me to be resourceful, decisive, and adaptable — and to keep going even when the path forward wasn’t clear. There hasn’t been an easy road, but that’s also what’s shaped everything I’ve built.
Are there any important lessons you’ve learned that you can share with us?
The biggest lesson I’ve learned is that there is no perfect timing, no perfect plan — you just have to move, decide, and adjust as you go.
I used to think you needed everything lined up before taking the next step, but building businesses, especially without outside backing, teaches you very quickly that clarity comes from action, not the other way around. You make decisions with imperfect information, you learn fast, and you keep going.
I’ve also learned the importance of resilience and adaptability. Things rarely go as expected — whether it’s partnerships, locations, financial pressures, or timing — and the ability to pivot without losing your vision is everything.
On a more personal level, I’ve learned that balance is not something you “achieve,” it’s something you constantly navigate. Being a mother while building and running businesses has forced me to be very intentional with my time and energy, and to let go of the idea that everything can be done perfectly.
And finally, I’ve learned to trust my instincts. Some of the best decisions I’ve made didn’t come from overanalyzing — they came from knowing my audience, my brand, and what feels right. That intuition, combined with experience, has become one of my strongest assets.
Contact Info:
- Website: https://www.wyldblue.com
- Instagram: @sasha.benz
- Other: https://www.allmyfriendsaremodels.com
