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.
