It was a sunny Wednesday afternoon when I met Jenny Lei at The Hari. The Freja New York founder had made a brief stop in Hong Kong before visiting the brand’s partner factory in Guangzhou to prepare for a new product launch. With nary a proper introduction, she instantly greeted me with an open-armed hug and asked how my work had been as if I were an old friend — even though we were only meeting for the first time. Before I even glanced at the drink menu, we had embarked on a conversation about anything and everything: Freja bags, failed bags, dreams, finances, girlhood, growing pains… And as our chat went on, something became abundantly clear: Lei’s authenticity and affectionate spirit is what gives Freja its soul.
For those unfamiliar with Freja New York, the name “Freja” is of Scandinavian origin and draws inspiration from Freyja — a goddess in Norse mythology associated with love, femininity, and strength. “When I started Freja, three words guided me: thoughtful, intentional, and purposeful. By establishing the brand on these pillars, love manifests through all that Freja represents and creates,” she smiles. In a way, Freja is Lei’s love language. “I personally show love by doing things for others, and that’s how I like to receive love, so I want people to feel that Freja bags were really thought out for them.”
If you are a working gal like me, these thoughts may have crossed your mind whilst bag shopping: Where can I find a lightweight work tote that’s spacious and not flimsy? Are structured, laptop-friendly totes always chunky and heavy? Also, how much does it actually cost to produce a sustainable, quality handbag? Since 2019, Lei has been asking herself the same questions and answering all of them with Freja. Her love and consideration for her customers come in the form of lightweight yet structured bags crafted with supple, vegan ultrafiber — a premium fabric made of recycled microfiber with a top layer of water-based PU. “Out of all the sustainable leathers I sampled, ultrafiber felt the closest to leather. As a consumer, I would not buy or use anything if it did not feel luxurious. For most sustainable leathers, it was either impossible to add structure (silicone is extremely soft), or expensive and hard to source since the materials were up and coming, “ Lei shares. “Ultrafiber was a good mix of all that: its quality is better than your typical PU leather while still being relatively affordable. I also knew the people who owned the factory and knew exactly what went into making it.”
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Sleek and versatile, Freja’s designs range from work totes with multi-purpose compartments to East-West shoulder bags, all painted in beautiful neutral shades that transcend time. A quick click on the brand’s website or Instagram will reveal a step-by-step breakdown of how its best-selling styles are priced, providing insight into material sourcing, manufacturing site and labour costs. “As a founder, I need to know that all Freja bags are made with intention. To feel good about my products, I need to know where my bags are made, how they are made and who made them.” Lei says. “So why would it be any different for the people whom these bags are for in the first place?”
Freja is love, and it is very much beloved. The brand has been spotted on the likes of Hailey Bieber, Katie Holmes, Gabrielle Union, Matilda Djerf, and even the real Anna Delvey — yes, you read that right. As a love letter to all her customers, Lei released the new Mini Chrystie bag on May 20th, also known as the romantic “520” day in Chinese culture (5 2 0 is phonetically similar to “I love you” in Mandarin). As the name suggests, the Mini Chrystie is a miniature version of the highly-coveted original Chrystie silhouette. In early June, this mighty mini bag will be available in an entirely new colourway: Pistachio green. That’s not all — stylish globetrotters can also expect a new travel companion, the Weekender Bag, a leather duffle boasting a luggage sleeve with concealed side pockets for passports and boarding passes.
The Chrystie Bag in Oat and The Mini Chrystie in Pistachio
In case you can’t tell, that act of giving back to those who have supported Freja is extremely important to Lei. Beyond its bags, Freja is also its community — creatives from all walks of life who have been brought together by the brand and everything it stands for. “I want to give back in a more significant way. That’s why we are launching a grant and mentorship program for women who want to start their own businesses this summer!” Lei reveals with her hands clasped together in front of her chest, trying to contain her excitement. The twinkle of joy in her eyes is enough to show just how much this fund means to her. “This is something I’ve always wanted to do. Everything is still in the works, but I think I have met a cool group of women in New York who are all doing amazing things in their respective fields. If we joined forces, we could really help each other. This is what I needed when I was fresh out of college. It was someone to tell me: ‘Hey, you’re not crazy. You’re not insane. No one else is doing what you’re doing, but that doesn’t mean it’s impossible. You can do it.’ Sometimes you just need to hear that from someone who’s done it before and I want to be that someone for someone else.”
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Tell us more about Freja’s new products: the Mini Chrystie, the Weekender Bag and the Bucket Bag! I also spot a clutch in the announcement post, is that something we should look forward to too?
The original Chrystie Bag was a little too big for me as someone who is 5’5″, so I decided to create a mini version. I know it’s probably everybody’s favourite in this launch. It’s like a little dumpling! The Weekender Bag was something we wanted to do for a long time, but I was surprised at how much I loved it because I usually only travel with totes. Everyone requested a luggage sleeve and I was unsure about it — but now I get it. They were right. It slipped right onto my suitcase when I travelled to Hong Kong. Lastly, the Bucket Bag is quite straightforward, it’s kind of a mini version of the Tall Tote. As for the clutch…I don’t love it yet, but we’ll revisit it in the future like we did with the Weekender!
Describe what outfit you would wear with each new bag you are launching this season.
The Mini Chrystie: We just did a photoshoot of the bag and there’s one outfit that looks so good with the bag — it lives rent-free in my head. A white set comprising a long-sleeved top and a little mini skirt styled with kitten heels. I feel like that’s a cute balance. I love a set for summer, it’s all I wear.
The Weekender Bag: A cashmere set — long sleeves and long pants because nothing is touching me at the airport. Alternatively, a tank top with a wrap sweater so it’s easy to slip on or off. Big coat. Baseball cap. Ballet flats or sneakers.
The Bucket Bag: A white summer dress with puffy sleeves and an A-line skirt, but no ruffles, cinched up with a brown belt. Flat sandals with tan accents to match the belt. White bucket bag with a baguette inside. A little red headpiece with a bow. And red nails. I’ve been really into adding pops of red to my outfits lately.
Oh, will we be expecting a red Freja bag?
Maybe, for the Lunar New Year next year. I kind of want to save the clutch for that. We can shoot it on the streets of Hong Kong with all the neon lights in the background. I see it…
Perhaps with a red Hong Kong taxi in the background?
I am writing this down. I want to launch Freja in Hong Kong and I want to come back to the city a lot more, so this would give me a great reason to.
Out of all the bags you have designed for Freja, which one can’t you live without and which one means the most to you?
I can’t live without the Lafayette. This was the bag I designed for me. I feel like the first four bags I designed before the Lafayette were made for other people. It symbolises to me a brand milestone, a switch from only making super functional work bags to more everyday luxury bags. When you look at the Paloma, it screams work. And the Linnea is just your standard tote. But the Lafayette? There’s something special about it. Those who love it really do, and those who don’t just can’t understand it. But you know what? It’s my child. We also got the design right the first time around.
Apart from our very first Linnea Tote, the Caroline Bag means the most to me because this collaborative design is how I met my best friend, Caroline Lin.
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From selling vegan recipe e-books to starting your dropshipping store, you are not a stranger to starting your own business. But did anything surprise you while creating Freja?
I think the whole community aspect was super surprising to me because that’s something I didn’t really have in my previous little ventures. Now, I think this is what building a business is all about, to interact with my community and bring different people together. I didn’t know what I was missing.
I still remember the moment when I saw my first Freja bag in New York City. I freaked out, ran up to the girl and said hi. (laughs) I was deliberating between sneaking a picture and going up to talk to her, but I did, and we ended up getting coffee. Mya, who is currently our social media coordinator, bought a bag and tagged us in a photo of it. I met her, got coffee together and hired her on the same day. That was two and a half years ago, and we’re still working together. Back then, one of our first customers emailed me saying she hoped I would remember those who were there from the beginning. And I will. I follow a lot of our earliest customers, and it’s amazing watching their life unfold, getting married, having children…that’s something I miss dearly. I love that my brand is growing, but it’s impossible to keep up with my customers like I used to, and I don’t reply to every customer service email anymore. Interactions are a bit few and far between, but I also do have people who take the time to email me personally, and I save all of them. I have a little screenshot folder of all the emails.
I can’t talk about the Freja community without mentioning our factory management. They make bags every single day, but they all still choose to wear Freja bags. Every time I see them, my main point of contact, Florina, wears the Linnea, and Phoebe wears the Lafayette. It makes me so happy.
Jenny and the factory management team in Guangzhou
If there is one piece of advice you would give to Jenny who just graduated or to an aspiring entrepreneur, what would you say?
Just do it. You are uniquely designed and perfect for doing the one thing that you want to do. Bring your own point of view to the table, tell your own story, find the people who resonate with you and serve them as best as you can. You can do as much prep as you like, but you’re never going to be able to replicate just taking that first step. You will never know what the second step is until you take the first. You are also not allowed to look at how much progress you’ve made until you give yourself at least three years. We tend to overestimate what we can do in one year and underestimate what we can do in three to five years. I don’t think Freja really became fun until year three. Before then, I didn’t tell anyone what was happening and worked hard on it in silence during the pandemic. In August of our first year, we only sold two or three bags the entire month. I think people are in too much of a rush sometimes and good things take a lot of time to build, so you just need to be in it for the long run. The time is going to pass anyway.
What’s next for Freja?
Freja is lacking a summer bag, so I’m thinking of making a raffia bag with a leather trim so we can rock it at the beach. I am also considering designing a unisex collection. I went for a bike ride the other day and I realised I need a hands-free bag in my life, so I’m thinking of creating a belt bag.
Editor
Kaitlyn Lai
