A Spark of Inspiration

In 2019, Jenny Lei, a graduate student at Cornell University, was preparing for a job interview when she realized something was missing: a stylish, functional, and affordable work bag that aligned with her values of ethical production and sustainability. Unable to find a bag that met her needs, she saw an opportunity to create something unique.

This realization marked the birth of Freja, a handbag brand named after the Danish word for "love." With a vision to design minimalist and eco-friendly bags, Jenny’s journey as an entrepreneur began in her Hoboken, New Jersey apartment.

Building a Brand from the Ground Up

Jenny started Freja with a $30,000 personal investment. Drawing on connections, including a college roommate whose family produced vegan leather, she meticulously planned her first product, the Linnea Tote. Launched in February 2020, the tote exemplified Freja’s core values: sustainability, functionality, and timeless design.

Like many startups, Freja faced early challenges. Initial sales were slow, and Jenny had to juggle marketing, production, and customer relations as a solo entrepreneur. However, her determination and strategic use of social media marketing helped the brand gain traction. Over time, Jenny expanded the product line to include a variety of handbags that catered to a growing audience.

Reaching New Heights

Four years later, Freja’s success is nothing short of remarkable. The brand has generated over $9 million in revenue, with $2 million in profit, all while Jenny remains the sole full-time employee supported by five contractors. Her minimalist designs and commitment to environmental sustainability have resonated deeply with customers.

Freja’s use of vegan leather and its dedication to ethical production practices have set it apart in the competitive fashion industry. Jenny’s ability to merge style with sustainability has made Freja a go-to brand for conscious consumers.

Looking to the Future

Jenny Lei isn’t stopping here. She plans to host events that build customer loyalty and create a community around the Freja brand. Additionally, she aims to mentor other young female entrepreneurs, sharing her journey and inspiring others to turn their ideas into reality. Diversifying Freja’s product offerings is also on the horizon, as Jenny looks to broaden the brand’s appeal.

A Story of Resilience and Innovation

Jenny’s journey from a simple idea in her living room to a multimillion-dollar business is a testament to resilience, innovation, and staying true to one’s values. Freja not only offers beautiful, sustainable products but also serves as an inspiration for aspiring entrepreneurs worldwide.

For anyone dreaming of building a business, Jenny Lei’s story is a reminder that with passion, hard work, and a clear vision, anything is possible.