How Jenny Lei Intentionally Elevated Vegan Luxury With Freja New York
Freya New York, founded by Jenny Lei, has become one of the most successful brands for vegan leather handbags and accessories
Freja New York, the luxury vegan handbag and accessories label founded by Jenny Lei, is opening the doors to its first New York pop-up in Soho today. From May 1-4, fans of the brand can experience the label's designs in-person, including its sold-out Mini Chrystie Bag in the shade Butter.
When Lei launched Freja New York straight out of college, she didn't expect or anticipate the huge success her brand would become in such few years to follow. Without formal design training or industry connections, Lei had something more valuable: a genuine problem to solve. After struggling to find a functional and luxurious bag that also fitted her budget for an important interview, she saw a significant gap in the market, and was determined to create what established designers had overlooked — all off the back of her drop-shipping and marketing experience gained while studying at Cornell University.
'I knew what they needed,' says Lei, referring to how she designed her first bag: something classic, understated, and functional — something she would've found to be perfect for that crucial interview. After almost 10 months of back and forth in samples as well as tweaks in designs, the Linnea tote was born, and is still one of the brand's bestsellers to this date.
Jenny Lei, founder of Freja New York
'All I had was my story,' Lei says to me, when asked about the early days when she first launched Freja New York to the world. 'And I think the people that read it thought, 'I want to give her a chance. I want to support her.'' It's that authentic connection with customers, in combination with Lei's meticulous attention to every finer details of her offering, that have proven to be Freja New York's secret weapon in a crowded accessories market.
Lei's approach to brand building has been methodical yet bold. Rather than rushing to expand, she deliberately started with just one design per year for the first three years, perfecting each silhouette before moving to the next. This controlled pace allowed Freja New York to establish its identity while Lei developed her business acumen.
'Every year, it's a different business, almost,' Lei reflects. What began as a one-woman operation with her figuring out on her own how to sell the first 300 bags in the thick of the pandemic (her inaugural order was to arrive in late February, 2020) — 'just one a day' as she puts it — has evolved into a team of over a dozen people spanning creative direction, customer experience, operations, and product development. The direct-to-consumer brand has been fully self-funded since day one and reportedly generated eight-figure revenue in 2024.
If there's one thing that describes Lei's business philosophy, it would be intentionality. 'I learned that you can sell any product with good marketing. But a great product sells itself,' Lei shares in one of her blog posts on the brand's website, speaking of the lessons she learned from her drop-shipping days. 'I vowed to myself that my next venture would be built for the long term.'
Freja New York's first pop-up store in Soho, New York City, launches today
The night before the official public launch, Freja New York hosted a gathering in celebration of its first pop-up in New York
And that's the DNA of Freja New York in a nutshell. Unlike many fashion brands that chase seasonal trends, Freja New York releases individual styles for each season, perfecting them through customer feedback. The brand recently introduced the Hudson Bag to their core line — a modern sculptural interpretation of the classic Freja silhouette, and in signature Freja style — diligently designed and developed over nearly a year.
This customer-centric approach extends beyond product design. Lei personally emails top customers quarterly to thank them for their support. She shares factory tours and cost breakdowns on the brand's website, embracing transparency in an industry often shrouded in secrecy. This genuine connection has fostered a remarkably loyal community — more fan club than customer base — with enthusiasts lining up at pop-up events to meet Lei in person.
Recognition came in December 2024 when Lei was named to Forbes' 30 Under 30 list, though she admits the achievement took time to process. 'I think it didn't hit me until maybe earlier this year,' she says. 'I think because it was Black Friday, it was Q4, there was so much going on.'
Freja New York's bags are loved for their simplistic yet elevated and practical design
Adhering to the vow she's made at the start of Freja New York, Lei has expanded her vision beyond just business growth. In August 2024, the brand launched the Freja Fund, a business bootcamp providing grants and mentorship for women entrepreneurs — and nearly 300 applications were received shortly after its announcement. Lei selected seven diverse businesses ranging from skincare to conversation design for gatherings.
'Just making more money isn't doing it for me,' Lei explains about her motivation behind the fund. 'If I can help other women achieve their dreams in some way — that'd be great. I don't know if I'm ready to do this, but I don't think we're ever going to be ready. So let's just do it and learn together.'
As for the future, Lei plans to nearly double Freja New York's product offerings to 25-30 styles this year, including a potential expansion into men's accessories. She's also embracing a more philosophical approach to growth — the brand's first-ever New York City pop-up marks a new chapter for Freja New York as it expands its presence through in-person retail, following rapid digital growth.
'We're not in a hurry to know where... there's no destination. We're all just vibing and trying to have a good time,' she reflects with a smile.
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