From Grandma's Closet to Global Trend: The Frock33 Story
Imagine popping out for a Saturday afternoon thrift dive with your fashion-savvy grandmother and uncovering treasures from the past, rich with stories and style. That’s precisely how Julie, the innovative mind behind Frock33, ignited her passion for vintage fashion. Now, she's transforming that childhood joy into a flourishing business, blending timeless elegance with eco-conscious practices.
We sat down with Julie to uncover her journey from a thrifting enthusiast to the founder of a beloved vintage clothing brand that's giving preloved outfits a new lease of life. Julie recalls her early beginnings. "I have always loved shopping second hand," she begins. "My grandmother and I would head off on Saturdays thrifting, and she would make a list of what she needed for herself and others in the family. She worked in fashion and always had an eye for quality items. I feel she helped teach me how to shop this way."
In 2021, armed with the lessons from her grandmother and a heart full of passion, Julie decided to take a leap of faith and transform her love for vintage into a business. “I started selling on eBay and realised how much joy I found in sharing quality pieces with others,” she shares. After transitioning from maternity leave back to work, a chat with a business advisor sparked the courage to pursue her dream full-time. What began as a personal passion project quickly morphed into Frock33—a vintage clothing haven that offers customers a chance to embrace unique styles while also caring for the planet.
“Frock33 provides quality vintage clothing, made to last, preloved with many more years of love to give,” Julie explains with pride. Her mission goes beyond just selling clothes; it’s about creating an experience where every customer feels special. She emphasises the importance of sustainable practices in her business by packaging each order in reused and recyclable materials. “When you order from Frock33, you know that your clothing arrives wrapped in love—and eco-consciousness,” she adds.
Being a one-woman show, balancing Frock33 with her family life has been an adventure in itself. “I enjoy the freedom of working my own hours, allowing me to juggle both my business and family,” says Julie. “Getting to meet so many amazing people who share the same passion for vintage fashion is truly rewarding.”
However, running a business solo isn’t without its challenges. “Sourcing fantastic clothing is enjoyable, but it does take time. There’s a lot to manage behind the scenes, from logistics to customer service,” she admits. The support from her customers, coupled with her enthusiasm for discovering new styles, keeps her motivated.
Julie’s commitment to eco-conscious practices is woven into the fabric of Frock33. Her passion for eco-friendly practices started with a simple principle: minimise waste.
“I’ve always considered myself eco-conscious, but the increasing awareness of waste issues heightened my sensitivity,” she reflects. “I didn’t want my business to contribute to the environmental burden, so I began by reusing packaging and sourcing eco-friendly mailing materials.” She proudly uses compostable mailers and poly bags from Simplelifeco, ensuring that her brand remains a green player in the fashion industry.
Looking ahead, Julie’s dreams for Frock33 are as vibrant as her vintage finds. "To build brand awareness and create a larger network of like-minded individuals who want to change the way we shop and think more about our future," Julie envisions.
