New York City-based brand Freja has quickly become a household name in the fashion industry, especially among A-list celebrities like Hailey Bieber. What sets Freja apart from other luxury brands is not only its chic minimalist aesthetic but also the transparency and authenticity that founder Lei has ingrained into the brand’s DNA.
Lei’s journey with Freja began after she graduated with a master’s degree in information science from Cornell. Feeling uncomfortable at job interviews due to a lack of accessories that made her feel confident, Lei decided to take matters into her own hands. Despite having no formal design training, she created her dream work tote in 2019 and documented every step of her entrepreneurial journey on her blog.
Starting with just 300 bags in inventory in 2020, Freja has since expanded its product line to include purses and weekend travel bags, all ranging in price from $100 to $550. What sets Freja apart from other brands is Lei’s commitment to sharing the cost of making their bags, a transparency that customers have come to love.
Operating as a direct-to-consumer brand, Freja has seen impressive success, earning $5.3 million in revenue in 2023. The brand projects that it will more than double that number in 2024. With a focus on entrepreneurship, wealth, technology, business, and lifestyle, Freja has quickly become the go-to brand for working professionals and celebrities alike.
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Video “How Freja New York Became The Must-Have Brand For Celebrities” was uploaded on 12/25/2024 to Dailymotion Channel Forbes