Freya and her Frigg’in beautiful beaded decor
Frigg’s Freya discusses delightful decor, the copycat craze, beaded dreams and a muddy brain
Acid Barbie Vase, photographed by Luca Celine
It’s been a long old time since I offered you as readers a chance to sit back and completely relax. Now I hope you find solace in our thoughtful, slow-paced content, but I know there’s nothing sweeter than a simple Q&A.
So, this week I spoke to Freya, the founder of Frigg and the innovator of beaded homeware beauties. We discussed how beaded dreams, the fear of a muddy brain, and the copycat craze sparking fear on the social space. So grab a cup of coffee and have a little peruse through this week’s post that allows you to get to know an intricate decor delight in all her glory.
A little about Frigg
Frigg is a thoughtful decor haven founded by Freya. Named after the German mythical goddess of the home and domestic arts, Frigg is built on collecting, restoring where possible, and sharing delicately gracious homeware including vases and catch-alls.
Stating herself as a curio dealer for the modern era, Freya’s business of selling and crafting decor is ignited by her dream; a dream to live in a flamboyant world where zero living waste is the norm. Why? Because as you’ll soon read, Freya has never had any trouble finding pre-loved materials that she can repurpose or reuse… so why should she buy new? Freya only friggs with products that are made wholly of sustainable materials, products that are sourced and produced under respectful labour conditions, and products that are pre-loved soon to be re-loved.
According to Freya, it’s hard to pinpoint exactly when she founded Frigg as it was evolving and elevating in her mind for a long time before. But, Freya settled on October 2020 or so to be the birth of what we now know to be the beaded phenomenon.
“I originally wanted to start a dried flower business but I didn’t want to limit myself to just flowers,” Freya began before adding, “I’ve also collected vintage since forever so I thought ‘hmm, maybe I should sell vintage vases along with my floral arrangements..’ “From there, Frigg evolved into a concept store for design and homewares with a focus on vintage, upcycled and handmade objects. According to Freya, this evolution felt completely natural because it encompassed all the things she loves under one halo.
From careful commissioned vases to colourful contorted bundles of inspiration, Image courtesy of Frigg.
When did you start experimenting with beaded designs?
This may sound weird but I had a dream one night of a huge floor vase made entirely from beads. I couldn’t stop thinking about, so I decided to try and make it. I’m stubborn when it comes to sustainability and I didn’t want to be wasteful, especially while I was learning, so I refused to buy any new beads and went vintage hunting instead.
I’m also stubborn when it comes to my independence and refused to look up any beading tutorials - I didn’t want to muddy my brain from the vision I had or focus so much on learning technique that I crush my creativity. I put so many hours into making things that just didn’t work… but when it did it felt so fulfilling.
Could you talk us through the process of making one of your beautiful vases?
Usually, I have an idea or someone commissions something. I then quickly draw the shape because I’m always worried the idea will slip away from my mind. I prefer to draw on paper but my notes app works fine when I’m out and about.
I always start with a colour concept in mind, but as I only use pre-loved and repurposed beads I’m limited in quantity, style and colour to what I have. Although I do love this because it forces me to problem solve and create things I probably wouldn’t have if I had all options in the world open to me.
I sort and clean the beads and then start to build it up the design wire by wire, bead by bead. As the object starts to take shape I often adapt my design, seeing it evolve in 3D makes me see new perspectives and possibilities.
Why is it so important that you use recycled and sustainable materials?
For me, the norm is going sustainable first and then if there’s nothing sustainable, trying to find the next best option. I’ve never had any trouble finding pre-loved materials that I can repurpose or reuse… so why would I buy new? It feels so wasteful to buy new beads when there are so many out there already. Also, I love the hunt, I live for the rush of finding something second hand because I know it’s unique.
What do you think ignited peoples adoration for your beaded vintage design?
People are confined to their homes day in, day out. In my opinion, this has resulted in a collective recognition of the interconnectedness of home and happiness. I think my beaded designs are happy, whimsical, fun... and that’s perhaps why people have resonated with them.
What stands Frigg out from other sellers at the moment?
I think Frigg stands out because it offers a wide array of vintage, new handmade objects, and limited-edition collaborations with artists centred around themed collections - I haven’t seen another eCommerce shop doing that yet. But who knows, a concept can always be replicated but I don’t think authenticity can. For me, making stuff and collecting stuff and caring about sustainability isn’t something I got into just because of COVID-19, it’s a natural progression from what I’ve been doing all my life.
Could you introduce readers to your favourite item you have ever created?
This is tricky, my favourites are changing all the time. I have an affinity for this huge plant pot I made out of wooden beads that I deconstructed from an old car seat cover. It took me so long to wash them but visually I think it looks great, it was a turning point for me in my technique, and it was extra satisfying because I don’t think anyone else would have ever used that car seat cover.
Antique Bohemian Cranberry Vase, photographed by Luca Celine
Probably the most minimalist of Freya’s designs - recycled from an old car seat! Image courtesy of Frigg
What inspires your work? Are there any sellers you look up to?
I follow almost no beaders on Instagram because, as I said earlier, I don’t want to muddy my inspiration and what’s going on in my head already. I try to take my inspiration not from other artists that I have seen but from what’s going on around me and what beads I happen to find that day.
When it comes to vintage hunting I owe all my know-how to my mum. Dragging me to charity shops all the time as a kid was annoying… but now I’m so thankful for all the knowledge I absorbed from her - that kind of education is priceless.
Have you seen any brands come out of the woodwork that is similar to Frigg?
I haven’t seen anything similar to my beaded works, but there are lots of vintage sellers popping up. Not so many in my neck of the woods though - in Austria, vintage is still pretty old school… It can kind of feel like an old boys club at times but I also see it as an opportunity to disrupt the status quo and awaken a love of vintage in a younger market.
What's in store for the future of Frigg?
We have an array of new collections planned to be released over the course of 2021. In each new collection, there will be limited-edition collaborations with artists, vintage objects, and my beaded vases. The next collection, launching in a few months, is entitled “psychedelic desert”.
Many brands have been the subject of copycats in recent months. Have you experienced this? Where’s the line between being inspired and copying another brand?
Oh man, this is kind of one of my biggest fears...it would be so awkward lol. Copying captions, themes, photo-editing style, etc. I’ve experienced that and seen a lot of it around the place. When that happens it’s just annoying. If someone copied my vases though... I think I’d be heartbroken, devastated because they’re so intimate to me and my style.
However, I think everything’s referential to something in some way and so often we absorb things subconsciously. I think just owning up to that and citing references wherever you can is the best way to go. But also, as I mentioned earlier, people can copy concepts, but I think if you’re confident in your authenticity and style that will resonate with people and they won’t be so fast to go and support copy cats.
I’d love to know what your home style is like. Where do you work from day-to-day? Are you a minimalist or maximalist soul?
I’m lucky that I have enough space in my apartment for a home office. I’ve set up a huge work desk that’s big enough for me to spread ALLL my beading mess all over it.
I am a maximalist day in, day out. I resonate with minimalism when it’s done really well but it just doesn’t work for me personally - I have tried! I just love objects and colour and the power they hold, their ability to make me feel happy, to remember a moment or a person. For me, a home is a place filled with objects that reflect the personality of the inhabitants - an extension of them. An empty home, or minimalism done badly, too often feels like an Airbnb.
So there you have it, a quick Q&A with the lovely Freya, founder of Frigg. Be sure to follow her Instagram to find out when Psychedelic Desert drops! I know I’m keeping a keen eye out! Also, check out her website for more information and a closer look at her designs.