Built by women,
for real women.
Makejev
From a Bondi market stall
to one of Australia's most
loved fashion brands
Growing up in Casino, NSW, Sandradee Makejev moved to Sydney with a big dream and not much else. While juggling a Bondi Beach market stall on weekends and a career in PR and fashion during the week, the idea for St Frock began to take shape.
A Facebook page, ten images and a goal to sell ten dresses a day. We woke up to $350 in orders, and I knew we were onto something.
Sandradee Makejev — Founder & CEO
In 2010, St Frock was born. What started as a small online boutique quickly grew into one of Australia's leading fashion destinations; built on a deep understanding of the everyday woman and a belief that fashion should make every woman feel genuinely confident, comfortable and effortlessly put together. Today, that founding vision is carried through every part of the business by an entirely female leadership team.
founded
launched
followers
female team
A brand built
by women, led
by women —
at every level
From design and buying through to marketing and customer experience, every decision at St Frock is shaped by women. The entirely female leadership team ensures the brand stays genuinely connected to how its customers think, shop and feel — because the people making the decisions are the same women wearing the clothes.
A female perspective
at every stage of the process
This end-to-end female lens is what sets St Frock apart. It means the brand creates pieces that genuinely reflect how women want to look and feel — not how an industry thinks they should.
Designed for the woman
most brands overlook
With the average Australian woman wearing a size 16, St Frock made a deliberate choice to place her at the centre of the design process. Not as a scaled-up afterthought — as the starting point for every single garment.
Not scaled up —
designed from the ground up
Each garment is developed with thoughtful design details that consider how clothing moves with the body — not against it. The result is fashion that feels considered, comfortable and confidence-boosting from the very first try-on.
Every season we come back to the same question: does this work for her? Not a version of her — the actual woman who is going to wear this to work, to an event, on a weekend.
Sandradee Makejev — Founder & CEOMore than a brand —
a community of
real women
St Frock has grown from a small online boutique into one of Australia's leading fashion destinations — built not through advertising alone, but through genuine relationships with the women it dresses. Each month, the brand showcases its styles on more than 50 women across a diverse range of sizes, ages and lifestyles.
styles every single month
Real women.
First reactions.
No retouching.
Our monthly live sessions give customers an unfiltered, real-time look at how pieces fit and feel — worn for the first time, with honest reactions and genuine feedback. No filters. No second takes.
Bringing the community
together in real life
St Frock invests in real-life connection through events that bring together customers, creators and brand advocates — building a sense of belonging that goes well beyond the screen.
A community that spans generations, sizes and lifestyles — and continues to shape everything we do.
Meet our communityA commitment to
quality, built in
from the beginning
To continue raising the bar on product quality, St Frock has expanded its supplier network, working directly with partners on fabrication, fit and finish. This hands-on investment ensures every piece is not only beautiful but designed to move with the body, hold its shape and stand up to real life.
network
network
Led by the team.
Built into every piece.
The CEO, CFO, Head of Buying and buying team travelled overseas to work hands-on with new and existing suppliers — focusing on every detail that makes a garment truly exceptional.
CEO, CFO and buying team travel directly to supplier partners in India and Vietnam each year to oversee quality first-hand.
Shaped by women.
Inspired by community.
St Frock continues to create fashion that feels relevant, wearable and genuinely worth wearing. Not driven by trends alone — driven by a deep understanding of the real women who wear our clothes every day.