Our Story

Sandradee and Santina in blow up pool filled with balloons.
Staff dressed in costume in warehouse.

Sandradee Makejev

At St Frock, our mission is to create your favourite dress - the one you reach for when you want to feel confident and beautiful! Whether it’s for an interview, a special event, a first date, or just a challenging day when you need that extra boost, we’ve got you covered!

My name is Sandradee Makejev, and I am the CEO and founder of St Frock. Hailing from the small country town of Casino in Northern NSW, I moved to Sydney with nothing but a big dream and a few dollars. Over a decade ago, I embarked on a journey to design stunning, affordable, and versatile creations for women of all shapes and sizes across Australia.

Team Staff photo in front of sydney harbour bridge.
Staff members dress in all green for St Patricks day

The seeds of St Frock were sown while I juggled a market stall at Bondi Beach on weekends, alongside my role as a PR and Marketing Manager in the fashion industry during the week. The desire to break free from the stress, demanding bosses, and unpredictable weather inspired me to take on a new challenge, and in 2010, St Frock was born.

With a mere Facebook page displaying ten simple images and a goal to sell 10 dresses a day, I had modest expectations. However, the response was overwhelming - $350 worth of orders appeared overnight, affirming that I was onto something special. Social media became my secret weapon, allowing me to connect authentically with customers amidst the crowded fashion retail landscape. My passion for the brand grew, and so did our following to over 1 million, as we continued to sell beautiful designs that inspired confidence and style.

A few months later, I proudly opened our first St Frock boutique in Pyrmont. Its success led to rapid expansion online, and in 2012, we launched our first website. As the demand for our designs surged, we established our head office and warehouses in Ultimo - a creative New York SoHo style space that fostered our culture of innovation and camaraderie.

Staff posing in front of balloon arch.
Staff members holding balloons.

Today, we take immense pride in being a fully self-funded ecommerce powerhouse, still headquartered in Ultimo, with our talented team of 70+ members. Nau Nau, the adorable office dog, adds to the positive and fun atmosphere. Our growth has been remarkable, yet our focus remains unwavering: creating designs that resonate with Australian women and empowering our team to be their best selves.

As the CEO, my daily ambition revolves around fostering an inspiring environment for our team. We celebrate our wins, learn from our failures, and continuously push the boundaries of innovation and creativity. At St Frock, it’s not just about the dresses; it’s about the passion, the people, and the joy we bring to women’s lives across Australia.

Thank you for being a part of our incredible journey. We look forward to dressing you in confidence and style, every step of the way.