Sandradee the Founder and CEO of St Frock was working in fashion PR and marketing when she started a humble Bondi Beach market stall. Caught up in the Sydney dust storm of 2009 and looking for a better way to connect with customers outside of the markets she created online fashion boutique St Frock. Through clever use of social media and continuous innovation she has built a $15 million business while remaining self-funded, operating her own DC and employing 35+ staff. Sandradee ranked #7 in the Top 50 People in Ecommerce 2020 and St Frock ranked #1 for Most Engaged Brand on Facebook Australia 2020.