Welcome to Money Making Story,

Today, we’re thrilled to share the story of Jenny Lei, who transformed a tough interview day into Freja, a $9 million handbag brand.

In this discussion, we’ll discuss her:

• Top Advice

• The Birth of Freja

• Turning Vision Into Reality

• Building a Brand From Scratch

• Reasons for Employees Leaving

• Challenges and Finding Success

• Lessons Learned and Looking Ahead

• Lessons for Aspiring Entrepreneurs

• The Freja Philosophy

• A Story Worth Reading

Top Advice:

“Keep it simple, take consistent action, and solve real problems for your customers.”

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In the bustling world of fashion and entrepreneurship, few stories capture the essence of passion and persistence like that of Jenny and her handbag brand, Freja. At just 28 years old, Jenny has built a thriving business that brought in $9 million in a single year by addressing a problem close to her heart and creating timeless, functional designs that resonate with women everywhere.

The Birth of Freja: Solving a Real Problem

Freja began not as a product but as an idea sparked by a stressful night of interview prep. Jenny found herself frustrated by the lack of suitable bags that could accommodate her laptop, portfolio, shoes, and a change of clothes. Carrying an unsightly cotton tote bag to a full day of interviews, she realized there was a gap in the market for a well-designed, functional, and stylish work bag.

“I had a problem that I wanted to solve, and I thought I could do it well,” Jenny recalls. Armed with determination, she used her savings from tutoring and freelance work to fund her initial designs and production.

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Turning Vision Into Reality

Jenny’s journey from idea to business was anything but smooth. Starting with local sample makers in New York, her first prototype was far from impressive. “It looked like a kindergartner’s art project,” she admits. Undeterred, she turned to her roots, finding a sourcing agent in China who could meet her high transparency and ethical production standards.

Freja’s designs are now made in China, a decision Jenny is proud of. “I wanted Freja to be my way of showing the world what ‘Made in China’ can look like,” she explains. Her commitment to ethical practices extends to using vegan leather, ensuring her products align with her values.

Building a Brand From Scratch

Before Freja had a product, it had a blog. Jenny shared her journey in raw detail, from failed samples to evolving designs, cultivating an audience that was invested in her story. While her initial email list of 2,000 subscribers didn’t lead to immediate sales, the transparency and authenticity of her approach eventually paid off.

Customer acquisition was a slow burn in the first two years, with Jenny relying heavily on Instagram and newsletters to build a loyal following. Her persistence allowed her to sell enough to keep the business afloat, reinvesting every penny into inventory and development.

Reasons for Employees Leaving

Navigating Challenges and Finding Success

Freja’s turning point came in 2023 with a successful Black Friday sale, which left the company with its first significant profit. The journey to profitability wasn’t easy, but Jenny’s strategy of appealing to a niche audience—working women seeking practical yet stylish bags—proved to be the right approach.

Key to Freja’s growth was its focus on transparency. Jenny openly shared the costs of production and even notified customers about planned price increases, a practice that strengthened trust and loyalty among her customer base.

Lessons Learned and Looking Ahead

Jenny’s story is one of relentless innovation and self-belief. Reflecting on her journey, she emphasizes the importance of following intuition and staying true to oneself. “You already have everything it takes,” she would tell her younger self.

Freja is no longer just a handbag brand; it’s a symbol of empowerment and creativity. Jenny now aims to connect more deeply with her community through events and collaborations that inspire young women to chase their dreams.

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Lessons for Aspiring Entrepreneurs

If Jenny could go back in time and give her younger self one piece of advice, it would be:
“Follow your intuition. Trust yourself. You already have everything it takes.”

For others looking to start their own business, her message is clear: "You can do it too." Jenny’s journey is proof that with passion, persistence, and a commitment to authenticity, it’s possible to turn a small idea into a multi-million-dollar brand.

1. Embrace Transparency:
   Jenny’s openness about Freja’s manufacturing process and costs set her apart from competitors. Customers valued this honesty, making them more likely to support the brand.

2. Iterate Quickly:
   The first Freja prototypes were far from perfect, but Jenny didn’t let that stop her. She learned from mistakes, improved her designs, and delivered better products with each iteration.

3. Focus on Your Core Audience:
   By tailoring her early products to a specific group of working women, Jenny created a brand that deeply resonated with her customers. This focus laid the foundation for Freja’s success.

4. Reinvest in Growth:
   Every dollar Freja earned in the early years was reinvested into inventory and marketing. This disciplined approach helped the brand scale sustainably.

Learn More About Jenny Lei

The Freja Philosophy

At its core, Freja embodies the belief that women can create meaningful, impactful businesses while staying true to their values. Jenny’s message is clear: “You can do it too. You can create something as long as it feels meaningful to you.”

From a cotton tote bag to a $9 million brand, Jenny’s journey with Freja is proof that with persistence, creativity, and authenticity, the possibilities are limitless.

A Story Worth Reading

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