How Sam Abrahart Turned Her Mental Health Struggles Into a Thriving Business

When entrepreneur Sam Abrahart found herself navigating deep depressive episodes throughout her 20s, she sought out community online—but rather than finding a digital safe space, she was met with further isolation.

At a time when she says her depression was so bad she could barely get out of bed, Abrahart began creating the community she so desperately needed. The Mayfair Group was launched in 2017, and the global lifestyle brand started with Abrahart simply creating graphics with positive messaging to encourage and uplift other individuals who were similarly struggling with their mental health.

“ After a year of navigating my depression, starting to go to therapy, healing [and] putting out this messaging, our content started going viral,” Abrahart tells SI Swimsuit. “In 2018, we went from 3,000 followers to 300,000 in one year. I didn’t realize that so many other people were looking for this digital safe space, and after a few years of putting out the messaging, the community started asking for products.”

The Mayfair Group hoodie | Courtesy of The Mayfair Group

The Mayfair Group launched its clothing line, which today consists of sweatshirts, sweatpants and accessories, on March 8, 2020, mere days before the COVID-19 global pandemic began. Despite the challenges of navigating a new branch of the business during a time of crisis and no prior business experience, the brand took off immediately.

“We grew 700% in one year,” Abrahart, who has a background in fashion, says. “It was insane. I didn’t know anything about running an e-commerce company, so overnight me and the team had to kind of figure out operations, manufacturing, customer service, all of it, but I think it just really reiterated this need for a digital safe space.”

Creating conversation around mental health

Nine years after launching her business, The Mayfair Group remains dedicated to its mission of creating safe spaces, empowering individuals struggling with their mental health and creating positive change through conversation.

“ Clothing can be a catalyst for so many beautiful things, including conversation,” Abrahart says. “ ... I was walking through an airport one time and I was wearing one of our mental health sweatshirts and it says, ‘Thank you for asking about my mental health. How's yours?’ And this mom came up to me and she stopped me and she was like, ‘I’ve never been able to talk about my daughter’s depression, but your sweatshirt made me feel safe to do so.’”

The Mayfair Group crewneck | Courtesy of The Mayfair Group

After Abrahart and the woman sat down and chatted at the airport, they exchanged phone numbers. She later spoke with the woman’s daughter and created a safe space for her to talk openly about her depression.

“I was able to hold space for her, encourage her, and it started from a statement on the back of my sweatshirt,” she says, reflecting fondly upon the meaningful moment.

Mental health advocacy and resources

The Mayfair Group is not only normalizing conversations around mental health, it is bridging the gap between awareness and action.

In partnership with MyWellbeing, the brand hosts monthly virtual support groups with a licensed therapist that encourages community members to connect and share their stories. Sign up for the upcoming April 8 session, “Digital Detox: Log Off, Lean Into Life,” here. Additionally, you can get matched with the right therapist or coach for you.

“ Finding care can be really, really overwhelming,” Abrahart notes. “They say finding a therapist is like dating. It’s extremely hard to find [someone] that works for you, let alone [jump through] all of the hurdles to accessibility to even getting there in the first place. We really want to help remove barriers for that and allow people safe spaces to feel less alone.”

Brand growth that led to personal growth

Building an entirely self-funded business rooted in a mission so near and dear to her heart has allowed Abrahart to thrive both personally and professionally. What started out as an outlet for creative expression has fully transformed Abrahart’s self-esteem.

“ Nine years later, I’m so confident in who I am as a person and that confidence shows up now in the way I lead,” Abrahart says. “I can show up in all of who I am, whether it’s on meetings, whether it’s in partnerships and things that we’re doing, [and] I allow others to do the same. I really feel like the world needs more empathetic leaders. Especially as women, I think we are the leaders and the pioneers of that, so I feel really empowered to lead that charge and be all of who I am so that I can allow other people to be all of who they are as well.”

Sam Abrahart | Courtesy of The Mayfair Group

Above all, Abrahart’s mission is to remind anyone who is currently struggling with their mental health that they are not alone. Celebrity endorsements from stars like Bella Hadid and Justin Bieber have helped to further destigmatize conversations around mental health.

“Even though you’re navigating depression or you’re navigating anxiety or you’re navigating a panic disorder, those things will never define who you are,” she states. “They’re a part of what you navigate, they’re a part of your experience, but they’re not definitive of who you are.”

The Mayfair Group intersects culture, advocacy and emotional well-being, and thanks to Abrahart, helps people to feel seen. Now on the other side of her depression, she has created an empowered community through a brand that continues to be a catalyst for change.

“I’ve learned that being a multidimensional woman isn’t something to hide, it’s something to stand in,” Abrahart says. “And I’m not defined by what I do, how I look or even the things I’ve navigated. I really want to own all of who I am unapologetically.”