How Freja New York Became The Must-Have Brand For Celebrities

Fresh off a master’s degree in information science from Cornell, Lei planned to enter consulting. But she felt uncomfortable at job interviews—admittedly because she couldn’t find accessories that made her feel confident. In 2019, she created her dream work tote despite having no formal design training. As she built Freja, she blogged every step of her entrepreneurial journey, from buying her first fabric sample to partnering with a family-owned factory in Guangzhou, China. In 2020, she launched with just 300 bags in inventory. Entirely bootstrapped, Lei has expanded her luxury line of chic minimalist bags (which range in price from $100 to $550) to include purses and weekend travel bags. “I think transparency and authenticity have always been a part of the brand’s DNA,” Lei says. “Even today I share how much our bags cost to make, and people love that.” They’ve quickly become a favorite among both working professionals and A-list celebrities such as Hailey Bieber. Selling direct to consumer, the New York City–based startup earned $5.3 million in revenue in 2023 and projects it will have more than doubled that number in 2024.

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