Stacy Herzog (left) calls Sarah Reid the yin to her yang. The two mesh so ridiculously well, in fact, that after they became co-workers at a fashion company in 2009, they almost immediately decided to start a line of their own.
Right as their jewelry concept frieda&nellie was coming into focus—when it was more an idea than a company—Stacy and Sarah were stopped on the street by someone who spotted their bracelets. Turns out, said stranger was an editor at Women’s Wear Daily, and their run-in is what you call being discovered. A few months and a half page in WWD later, Stacy and Sarah realized it was time to quit their day jobs and get down to business.
The label, which pays tribute to Stacy’s grandmothers Nana Nellie and Nana Frieda, brings together bright, knotted friendship bracelets with more glitzy finds from the 1920s through 1970s. “We like the idea of combining the old and the new,” says Sarah of the some 2,000 pieces they’ve created through the years. And their bond? Well, it’s strong as ever. “It takes a very special relationship to run a business with someone,” Stacy says. “It’s been three incredible years, and while it’s been a ton of hard work, it’s also been this magical whirlwind.” —olivia seely
BEHIND THE SCENES
There’s even a patch of outdoor space.
Putting some summer-camp skills to serious use.