Reuse, Repurpose, Reinvent: That’s the mantra of bauble-making New York City based Best friends Stacy Herzog and Sarah Reid. While traveling in Ecuador in late 2009 Herzog and Reid were inspired by the diverse array of intricate knotted friendship bracelets and were instantly reminded of their friendship bracelet making days at summer camp. The duo, who met working in the fashion industry in New York, Began to hand make bright detailed knotted friendship style bracelets and once back in New York they began combining them with pieces from their grandmothers’ vintage jewelry collections that they wore on a regular basis. The mix of the friendship bracelets and beautiful vintage created a new wonderful sophisticated line of jewelry. Frieda and Nellie is named in honor of the designer’s glamorous and creative grannies.

One day, when the girls’ arms were stacked with their bright, glittering bracelets, a reporter from Women’s Wear Daily stopped them on the street to compliment their wares. That fashion newspaper named Frieda & Nellie a promising up-and-coming design duo on February 8, 2010; by February 10, they had quit their day jobs to focus on their labor of love. “We spent hours searching flea markets, estate sales, and vintage shops for pieces from the 1920s through the late 1970s that are similar to our grandmothers’ treasures,” Reid says.

After that, things took off. The jewels were picked up by Elle, Cosmopolitan, Marie Claire, WSJ, O, The Oprah Magazine and Vogue Nippon, and worn by celebrities from Christina Aguilera to Mandy Moore. They sell (and have sold out several times) in stores in New York, Palm Beach, Tokyo, Los Angeles and Paris. Frieda&nellie made a limited edition collection for J. Crew Collection stores and can now be found at Le Bon Marche in Paris, Barney’s CO-OP and Henri Bendel.

Today, Herzog, who hails from Denver, and Houston-born Reid spend their days vintaging and hand crafting one-of-a-kind, boho-glam bracelets and necklaces in the heart of NYC.

Both Reid and Herzog are engaged and enjoy spending time with their fiancés Nick and Ryan, family, friends and their wonderful dogs Levi and Bambi.

“Our little business is a marathon, not a sprint,” Herzog says. “We can only hope that there is even more good karma to come!”

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