Media profile

Sabby Jey is a dynamic content creator, entrepreneur, actress, and advocate known for her viral series, Boujee on a Budget, which has taken TikTok and Instagram by storm. Her content blends luxury with affordability, offering practical tips on how to live lavishly without breaking the bank, all tied up with her signature comedic twist. With a background in finance and a sharp eye for lifestyle hacks, Sabby has cultivated a loyal following who turn to her for trusted, actionable advice in an entertaining and engaging way. 

Since its launch in June 2023, Boujee on a Budget has garnered over 2.8 million views and 200,000 interactions, with individual videos averaging 150,000 views and 5,000 interactions per post. The series resonates deeply with audiences looking for cost-effective ways to enjoy luxury experiences, discover hidden gems, and find premium products at budget-friendly prices. Its success is also fueled by collaborations with well-known personalities such as Brodie Kane (Dancing with the Stars), Jessica Tyson (Celebrity Treasure Island), Kim Crossman (Shortland Street) and many more.

Sabby’s ability to merge affordability with style has earned her features in leading media and podcasts, with her op-eds and social commentary regularly appearing in local media, such as NZ Herald, Business Desk, Viva, TVNZ, Daily Mail, the Spinoff, Stuff, Woman’s Day, Renews, Capsule NZ, Good Magazine, Cook the Books by Frances Cook, and Maori Millionaire Podcast.  

Beyond financial tips, Sabby’s content has expanded into comedic storytelling, particularly through her hilarious skits featuring her dad. Their natural chemistry and relatable humour have made these videos a fan favourite, further strengthening her bond with her audience. Through these skits, she showcases the dynamics of a South Asian immigrant family, blending humour with cultural appreciation.

Sabby Jey is more than just a content creator—she is a passionate advocate for inclusivity, diversity, and financial empowerment. As a Kiwi-born South Asian woman, she understands the challenges underrepresented communities face and is committed to creating a more accessible and inclusive digital space. Her expertise in finance (holding a Bachelor’s degree in Finance and working with the Financial Services Council of New Zealand) gives credibility to her financial insights, distinguishing her from traditional influencers.

Having navigated financial struggles herself, Sabby speaks from experience, making her content authentic, relatable, and impactful. Whether it’s sharing budget-friendly self-care tips, collaborating with brands like Ethique, Sally Hansen, Shark, Bumble, Puma, Colgate, and Spotify, or providing financial literacy insights, Sabby Jey is redefining what it means to be Boujee on a Budget.

Her advocacy work extends to her entrepreneurial ventures, including SJ Social Limited, a bespoke branding and marketing consultancy, and Not the Ordinary, New Zealand’s first user-generated content creation and talent management agency. She also champions sustainable thrifting and flipping through Sassy Seconds, her second-hand selling initiative, which has been widely covered in the media, including TVNZ’s Breakfast, NZ Herald and Business Desk. 

With a background in acting, modelling and reality television Sabby is a dynamic force who understands all aspects of the media industry. Sabby was on The Bachelor New Zealand season three and later starred as the lead cast in Ex Best Thing on TV2 in 2022.

As a commercial model, she has seven years of experience across New Zealand, Australia, India, and China. She has been featured in magazines and commercial campaigns for brands such as Tui, Maybelline, and Burger Fuel.