What does it take to build a brand that lasts? In this episode, Sophie Blowfield sits down with Jenny Lei, founder of Freja — the cult handbag label that's quietly become one of the most considered names in accessories.
Jenny started Freja in 2020 with no design background, no industry connections, and no outside investment. What she had was a genuine problem to solve: she couldn't find a sleek, functional, understated bag for a job interview. Six years and a few earlier ventures later, Freja is an eight-figure brand worn by Hailey Bieber, built on vegan materials, full price transparency, and bags designed from the inside out to move with your life.
Jenny opens up about the early years when nothing happened, why she turns inward rather than outward for every brand decision, the real story behind the Hailey Bieber moment, and why "ask yourself why" is the only advice she gives aspiring founders. A masterclass in patience, intentionality, and building something that deserves to exist.
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