Just before the world turned upside down with COVID, Sarah identified a gap in the market and launched her fashion brand, Kireina. As trends shifted during the pandemic, so did her focus — leading to the creation of her signature wide-leg “Freya Jean”, now a best-seller.

In this episode, Sarah shares how her love for denim and commitment to quality led to Kireina’s growth, particularly through their unique capsule drops that keep customers eagerly anticipating what’s next. From mood boards to manufacturing, she takes us behind the scenes of her design process, and highlights the importance of maintaining in-house customer service and feedback. Sarah also reveals how her background as a fashion importer guided her through the wholesale landscape, positioning Kireina as a boutique favourite known for offering both in-store and online experiences.

@kireina_australia
kireina.com.au