Avocagoh: The Kawaii Lifestyle Brand Growing Its Fanbase One Plushie At A Time
In under five years, Sarah Goh has turned her lifestyle brand Avocagoh into a byword for kawaii plushies and accessories.
Who: Sarah Goh, 24, recent psychology graduate, digital artist, marketing intern, and founder and designer of the stationary and lifestyle brand Avocagoh
Her achievements: It’s not uncommon these days for youths to launch their own brands featuring their own designs while still in school. Few however turn them into thriving businesses sophisticated in both aesthetics and operations the same way Goh has. In 2019 – in her first year as a psychology student at the Nanyang Technological University – she launched Avocagoh, transforming childhood doodles of an anthropomorphic avocado (yes, the fruit) first into stickers, then plushies and keychains, retailing them at local art fairs. Today, the brand – run entirely by Goh solo – boasts even more kawaii characters, a 20K-strong following on Instagram (@avocag0h) and a full suite of products that includes tote bags, iPad sleeves, tumblers and even hair claws that would not look out of place in a Sanrio store. (She continues to hawk her wares at fairs and pop-ups here and overseas, as well as her own website avocagoh.carrd.co/.) Still, that’s not stopped her from taking on a succession of internships at multiple government agencies and a digital marketing giant. In fact, at this interview, she let on that she’s applying for a full-time job.
The kawaii anthropomorphic avocado is the mascot for Avocagoh.
The story behind her brand: “I’ve always enjoyed doodling since I was a kid, but never knew how to create my own products. Instagram introduced me to artists such as The Forest Mori and Apple Cheeks, and visiting Public Garden (the independent design fair for Asian creatives) in 2017 proved to be a pivotal moment. Seeing local and international artists selling their work made me think about selling my own creations.”
On funding: “I don’t remember my exact start-up amount, but I’m guessing it was a few hundred dollars. I started out with stickers and thankfully managed to source for a manufacturer with a low minimum order quantity. Since then, the amount of money I’ve had to put into the business depends on the type of products I wanted to create. Generally, I would say this ranges between a few hundred dollars to thousands. I borrowed money from my parents initially, but have since paid them back with my savings and earnings.”
Some of the merchandise from Avocagoh includes sticker sets featuring the different characters, as well as a pouch.
The most memorable thing she has splurged on with her earnings: “A trip to South Korea with my best friend in 2022. It was my first trip outside of family vacations and I was so inspired by the vibrant art culture there.”
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How she manages her time: “When I was still in university, I spent about 25 per cent of my time on school, 40 per cent on my internship and 35 per cent on my business. The last semester was the first time when I had to juggle all three at once and it definitely felt overwhelming, but I planned my schedule to make sure that my classes and internship days wouldn’t overlap. That gave me about half a day to run errands before pop-up events for Avocagoh. I also set aside some time at night to draw.”
Does she get to sleep or have time to herself? “I try to get at least seven hours of sleep every day. And besides busy periods when I am preparing for a shop launch or pop-up event, I still have time for myself after working hours. I usually spend this time watching shows in bed or meeting my friends for dinner. I also spend time with my family on the weekends!”
An overwhelming moment: “This past February was tough. I was juggling school and my internship, and had to prepare for two pop-up events in Jakarta that took place on consecutive weekends (the Kira Kira Art Market and Artket, which were held in early March). It was a cycle of flying, setting up my booth, working long hours then flying home again at odd hours so I could make it to class. I’m thankful my mum helped me with the packing and accompanied me on my trip in the first weekend since it was my first pop-up in Indonesia. The weekend after, I had for company my artist friends TheBunmeo and Berry Winkle, and these familiar faces made it easier to be in a new environment.”
The most rewarding aspect of her life: “Seeing repeat customers and receiving DMs about how my items serve them well functionally. Knowing that my creations are appreciated is incredibly rewarding.”
One of Sarah’s latest creations is an Avocagoh Mini Plushie keyring.
Important lessons learnt: “I’ve learned that products don’t always turn out as expected. My Avo plush, for example, took almost a year to perfect due to manufacturing issues. It was costly and time-consuming so doing thorough research on manufacturers is crucial. Checking reviews and their past work can help ensure that they can bring your design to life. I also realised that a lot of stress is self-imposed. Taking things slowly and being patient are key to producing something that you can be proud of.”
Is school important? “It’s definitely good to have educational qualifications, especially if you want to pursue a corporate job or your studies further. If you’re venturing into a small business that has nothing to do with your academic background though, that’s completely fine too. It’s important to find opportunities to upskill and learn more about your interests, or better understand how you can turn your hobbies into a business.”
Some of Sarah Goh's most popular recent launches include these cute hair claws, which sold out almost immediately at the recent Public Garden in April.
Her definition of success: “Feeling content and accomplished with what I’ve done and seeing others enjoy my work. Knowing my drawings are loved by different types of audiences encourages me. I think setting short-term goals and achieving them step-by-step makes it easier for me to see my accomplishments for what they are and not compare myself to others. Everyone is going at our own pace and doing the best we can within our means.”
Has she achieved her ambitions? “To an extent, yes. Selling my drawings as products has always been a dream. Of course, there’s always room for growth and I hope to explore new opportunities such as collaborating with a cafe or having a physical store of my own.”
Advice for other Gen Z dreamers: “Go for it! Have a good plan, expect obstacles, but try your best if you love what you do.”
THIS INTERVIEW HAS BEEN EDITED FOR CLARITY AND BREVITY.
PHOTOGRAPHY LAWRENCE TEO ART DIRECTION JONATHAN CHIA COORDINATION PAIGE BOON HAIR VANESSA DREA MAKEUP SARAH TAN, USING IT COSMETICS
A version of this article first appeared in the July 2024 Overachievers Edition of FEMALE