"My goal is the dress you buy from St Frock will become your favourite dress. It will be the dress you put on for that interview, that event, that first date or a challenging day when you need to feel your best. You’ve got this, and if you don’t, we’ve got you!
I’m a country girl from Casino that moved to Sydney with no contacts, a few dollars and a big dream. I started on a journey over ten years ago to create beautiful affordable versatile designs for women of all shapes and sizes across Australia.
After a couple of years of selling summer dresses from a market stall at Bondi Beach on weekends, while working in fashion as PR and Marketing Manager during the week, I founded St Frock in 2010. My dream was to escape the stressed designers, demanding bosses, as well as a massive dust storm and wild weather about to hit Sydney which became the inspiration to make a change and take on a new challenge on my own.
Launching a Facebook page with ten terrible images and a goal to sell 10 dresses a day I invited a few friends and thought nothing would happen. I woke to find $350 worth of orders and knew I was on to something. I’d found a clever way on social media to connect with people in a very cluttered fashion retail world, selling beautiful dresses to fit all sizes at affordable prices. Soon I was selling more than 10 dresses a day and collecting more followers. With a love for my new passion, I continued selling at the Bondi Beach markets on weekends, and packing orders on my bedroom floor during the days. Facebook was an amazing new way to share my story, connect the real person behind the brand and the team, grow my business and sell beautiful designs to inspire, all purchased via email orders to customers in Sydney and around Australia.
The same year I opened my first St Frock boutique in Harris St Pyrmont, which soon became too small, so we moved round the corner to a double space in a 2 storey heritage cottage in Union Square. I launched our first website in 2012 and the team had grown to 5 plus a small dog called Nau Nau. We were a powerhouse running the boutique 7 days a week, our online store and up to five market stalls on the weekend. Our followers were growing on Facebook, with 2013 being my first big growth year online; we needed more space fast. We relocated our head office to Ultimo to an amazingly beautiful white creative New York SoHo style warehouse space. This allowed us the space to grow, to hire more talented people, be creative and give us room to celebrate our company culture. Sometimes we line dance for fun.
Fast forward to today, you’ll find St Frock still headquartered in Ultimo, fully self funded and grown to a massive 2000sq metre space, with our warehouse over two floors to keep up with the phenomenal growth with over 100+ amazing talented team members. Nau Nau owns the office and I’m super passionate and engaged with my team in creating designs Australia women love. My ambition daily is to create an inspiring environment for my team to always be the best version of themselves, whilst having fun, celebrating the wins and learning fast from the failures."