St Frock

Sandradee Makejev started market stall at Bondi Beach Markets in 2005 selling cute on-trend dresses. During the week she worked in fashion PR and marketing and desperately wanted to escape the stressed out designers and demanding bosses - who could blame her! In October 2009 Sydney was hit by a dust storm and weather experts predicted more rain than sun over the next two years. Sandradee started thinking outside of the box because rain and market stalls don't mix. Her friends interstate noticed her eye for picking fashionable yet wearable pieces when they visited Sydney and were always asking her to text them pictures of what she was selling each week at the markets. With that in mind Sandradee launched St Frock's Facebook fan page that dusty stormy Sunday night with a few terrible images and invited a few of those friends to the page. She went to bed that night exhausted and not expecting to hear anything back. The next morning she awoke to $350 worth of orders and realised she was on to something. Fast forward three months and St Frock's fan page had grown to 1600+ fans and Sandradee had quit her job. She spent her weekdays packing orders on her bedroom floor and racing to the post box everyday by 6pm. Every weekend she still did the markets when it was sunny to promote her fan page. Sandradee used Facebook as a way to share her story as her business grew while connecting and selling via email order to market customers at home in Sydney and around Australia. In August 2010, St Frock's first boutique opened on Harris St, Pyrmont. It was a success and before long St Frock move on to a beautiful two-story heritage stone cottage in Union Square, Pyrmont in 2012. We were one happy team with our boutique on the bottom floor and our online office in the roof