Stacy Herzog and Sarah Reid, a.k.a. Frieda & Nellie, seem to have struck gold with their vintage-adorned friendship bracelet concept, which they lovingly titled after their original inspiration: their grandmothers. Having been written up in some big-time publications, including Elle, Women's Wear Daily and People Stylewatch, Stacy and Sarah (or is it Frieda & Nellie?) brokered a deal with J.Crew for a collaboration line to appear in some of their key stores. In the midst of all the excitement, Stacy and Sarah er, Frieda & Nellietook a few minutes to give us a glimpse into what goes into a successful, up-and-coming jewelry design business. Phew! This could get confusing...
SCOUT: How would you describe the jewelry you create?
Frieda & Nellie: Handmade, one-of-a-kind vintage pieces with personality, mixed with friendship-style bracelets; new meets old, chic meets summer camp.
SCOUT: Crafty. What goes into running a business like that?
Frieda & Nellie: Everyday is gloriously different. Monday – Friday-ish:
9 a.m.: We start the day walking our dogs, talking, scrolling down emails, and drinking coffee.
10 a.m.( -ish): We get to the office and start to clean and take apart vintage bobbles that we've purchased at various flea markets over the weekend so we can hand make our bracelets and necklaces.
12 p.m.: We package and send out the [orders] that have been sold on our website.
3 p.m.: We meet with the J.Crew Vice President of Design to show them our new pieces, where they buy a selection right then and there.
3:28 p.m.: We jump up and down! (Seven months ago Frieda and Nellie was just a figment of our imaginations.)
SCOUT: How did all this come about?
Frieda & Nellie: Neither of us studied jewelry design... I (Stacy) designed jewels for another label prior to Frieda & Nellie and Sarah designed lingerie. Since we met five years ago, we've shared a love for "vintaging" and making things together.
After a trip to the Galapagos Islands, I was inspired by the friendship bracelets there. When I got back, Sarah and I started making them and mixing them with our grandmothers' vintage pieces. It all started as a hobby and turned into this amazing little business that could.
SCOUT: Well, I'd hardly call it a "little" business at this point. Where do you find inspiration for all your many original pieces?
Frieda & Nellie: The amazing diversity of products, people, art, and vintage [items] provide great inspiration. We love NY; we both have been calling NYC home for many years. We don't know where we would be without this amazing city to inspire us daily.
SCOUT: I totally get that. So, where in this town do you go when you're not in the creative zone?
Frieda & Nellie: We are regulars at the Ace Hotelthey know and love us and our pups, Bambi and Levi. We love to unwind in Central Park [and take] dance classes. Wine + Sarah's couch = Heaven!
SCOUT: Do you have any “curious finds” you've uncovered here?
Frieda & Nellie: Pippin Vintage Home on 17th Street is this secret vintage store where you need to go through a hidden alleyway to enter. One of our favorites, too, is a glass of wine from Shake Shack in Madison Sqare Park.
SCOUT: Finally, give us a shameless plug for what you've got going on right now:
Frieda & Nellie: We are so over the moon with gratitude and excitement for all that has happened in the past seven months. We just launched a collaboration with J.Crew, where we are now being sold at the J.Crew [stores in] Soho (Prince St.), East Hampton [and] Miami (Lincoln Rd.). We're also having a wonderful event at A.sweeT in L.A. on August 26, with proceeds going to the Lollipop Theater Network. For the best frieda&nellie selection, though, you can purchase from our website. Shop Frieda & Nellie!