Sandradee Makejev started a weekend market stall at Bondi Beach Markets in 2005 selling cute on-trend dresses. During the week she worked in fashion PR and marketing and desperately wanted to escape the stressed out designers and demanding bosses - who could blame her!
In October 2009 Sydney was hit by a dust storm and weather experts predicted more rain than sun over the next two years. Sandradee started thinking outside of the box because rain and market stalls don’t mix. Her friends interstate noticed her eye for picking fashionable yet wearable pieces when they visited Sydney and were always asking her to text them pictures of what she was selling each week at the markets.
With that in mind Sandradee launched St Frock’s Facebook fan page that dusty stormy Sunday night with a few terrible images and invited a few of those friends to the page. She went to bed that night exhausted and not expecting to hear anything back. The next morning she awoke to $350 worth of orders and realised she was on to something.
Fast-forward three months and St Frock’s fan page had grown to 1600+ fans and Sandradee had quit her job. She spent her weekdays packing orders on her bedroom floor and racing to the post box everyday by 6pm. Every weekend she still did the markets when it was sunny to promote her fan page. Sandradee used Facebook as way to share her story as her business grew while connecting and selling via email order to market customers at home in Sydney and around Australia.
In August 2010, St Frock’s first boutique opened on Harris St, Pyrmont. It was a success and before long St Frock moved on to a beautiful two-story heritage stone cottage in Union Square, Pyrmont in 2012. We were one happy team with our boutique on the bottom floor and our online office in the roof.
I pinch myself everyday that I get to do what I love with a team I love. I’m super thankful to all our customers that have supported us and shared in our journey as we grew, because I wouldn’t be here if it wasn’t for them. I’m just a country girl from Casino that arrived in the Sydney with no contacts, a few dollars and a big dream.
With a team of 5 people we managed somehow to run the boutique, markets and online store. We were so busy we didn’t have time to think and the stock boxes were stacked to the ceiling with tiny paths in between for us to get to our desks.
In 2012 we launched our first website which was a success due to our large social media following. We out grew that 30 square meter space within a few months and the online team moved to our amazing New York Soho style warehouse HQ in Ultimo in September 2013. The first few weeks we all huddled together because we were unable to comprehend having 500 square meters of space and having so much space around you made you feel a little lonely.
Today St Frock is a head strong team of forty staff, with our HQ spread over two levels occupying 1400 square meters of space. Our HQ is beautiful place where creativity, technology and magic come together. We strive to make it an inclusive, fun and positive place to work. Visitors always comment on how beautiful our office is and how happy the staff look that work here.
A visit to St. Frock HQ will always feature Sandradee's quirky little Chihuahua, Fashion Dog Sydney, and her four legged friends roaming around the office, a fully stocked kitchen and at least one desk elaborately decorated for a recent birthday. A no lunch at your desk rule, weekly massages and group PT sessions keep the team happy and motivated to kick some goals.
You will still find our pretty Boutique in Pyrmont is the gem in our crown but it is spread out over two floors of shopping paradise.
We want you to see St Frock and your loyal, funny & reliable best friend sharing this journey called life with you. Call us soppy, but it's true!!