Sandradee Makejev never planned on running a clothing business. Which is why she is still shocked that her direct-to-consumer fashion brand, St Frock, has grown 100 per cent year-on-year for the past two years, with projected revenue of $25 million for the 2021-22 financial year.

“I haven’t had a day off since the middle of last year,” says the former marketing director, who got her start with a stall at the Bondi markets in 2009. “And before that, I hadn’t had time off for 18 months.”