Freya Fashpreneur
There is a fashionpreneur with her sights set on bringing the local label love to Hastings Street. Carlie Wacker chats all things fashion with the face behind Freya Noosa … Lilli Frey.
If you ever need inspiration to bring a dream to life then start following the journey of Lilli Frey – Founder of Freya jewellery and now curator and creator of a hub of Australian fashion in the heart of Hastings Street.
In 2022, Lilli bounced into the bustling fashion scene in Noosa with her debut boutique featuring a range of unique gem and pearl jewellery that very quickly garnered a cult following.
The mum of two and tenacious businessperson is one to never sit still and was soon presented with the perfect opportunity to grow her fashion empire by expanding into clothing and, at the same time, she acquired a much bigger and prime boutique space on Hastings Street opposite the Sofitel Noosa Pacific Resort’s Noosa Beach House bar.
The planets aligned and as the FREYA NOOSA story began to evolve from jewellery into clothing and other accessories, the Australian local labels came knocking.
“My intention when expanding into apparel was to provide an opportunity for emerging fashion designers to show their wares in a beautiful boutique,” says Lilli. “I wanted to offer the complete package, jewellery, clothing, accessories and a memorable customer service experience.”
Lilli didn’t stop there, she also launched her signature fashion brand Freya The Label in July this year with the debut collection featuring remnant fabric sourced from a Noosa bridal designer.
The first pieces reveal a feminine, romantic aesthetic with a hint of nostalgia with broderie anglaise and lace detailed shirts.
What I love about Lilli is her desire to bring opportunity to smaller and start up fashion labels. I never dreamed that my little Noosa menswear label, Wacker Clothing Company, would find a home at a boutique on the iconic Hastings Street but thanks to this new concept consignment store my dream is a reality.
The same for Brisbane label Astille Designs by Sally Astill. She creates an edgy, elegant and beautifully-tailored collection of garments that you may have seen at on the runway at Brisbane Fashion Festival.
Gild The Label is another Noosa fashion label you’ll find instore – funky, feminine and produced in small quantities – you won’t see everyone else wearing the same outfit on Hastings Street if you shop at Freya Noosa.
The boutique also stocks Melbourne label Ostara Collection which is unique as the fabric features hand drawn statement prints by founder Sonya Diuko.
Kat The Label is a Melbourne lingerie range that flies off the racks at Freya Noosa – sweet, lace underwear sets in the prettiest colours.
To top it all off you can purchase Mason Hat Co headwear. Holly Mason is the Tasmanian founder and designer of Mason Hats and she brings to Noosa a range of unique and utterly bloody fabulous hats that include a range of packable crushable Australian wool hats that are your perfect travel companion.
You’ll find the perfect Mason Hat for upcoming race days at Freya Noosa.
Of course, the Freya Noosa story starts with jewellery so I will end my little story with a reminder to think Freya Noosa when considering accessories for a special outfit, a gift or everyday wear.
Once you discover the range, you’ll join the growing club of Freya jewellery addicts that cannot stop at just one delicious mint or pink sapphire ring or Keshi pearl necklace.
Happy shopping with the fashpreneur Lilli Frey and her stylish team at Freya Noosa!
