Ten minutes with Erin Fridja, founder of Classette
Introduce yourself and tell us a little about Classette.
“I’m Erin Fridja and I’m the founder of Classette. We are a school hair accessory brand designed in London and we make joyful school hair accessories because Monday mornings deserve a shooting star.”
Tell us what inspired you to start Classette
“Hair accessories are one of our favourite things to look for and buy when travelling and we’ve amassed quite a collection in my household. You know how some people love scouring pharmacies or looking for stationery? That’s my family for hair accessories. I love digging through the markets for kooky hair pieces. Which got me thinking: my children are in school five days a week, where are the gorgeous hair accessories for school? I just couldn’t find them. The school colour packs that I could find online were very prim with gingham and bows, which wasn’t really what I was looking for. So I started Classette.”
Your sets are designed to be uniform-approved yet still spark joy - how were you able to make both a reality?
“So much of our personality is communicated by how we dress. Initially I was very anti-uniform but since having kids in school I’ve grown to appreciate them. Mornings are easier and I think it removes a certain distraction from the school day. Also, in their early years, it’s nice to keep the school creative art mess off of their home clothes.
“The downside is uniforms can feel a bit soulless. But, within the uniform rules, the hair is the one place there’s some room for self-expression. My girls love picking out their elastics and clips in the morning and it’s a nice, positive way to connect with them over breakfast. Snapping a glittery shooting star into your hair is fun in a way that pulling on tights and a tunic can’t compete with.”
What has been the most rewarding moment you've had since starting the business?
“As a small business owner, it’s the first time you see someone you don’t know wearing your product. Genuinely seeing Classette out there in the wild, I almost cried. I think I actually did cry, a little… It is so rewarding and also kind of shocking that this thing I am building and creating is reaching people. Every email or review I get from a parent telling me their child loves wearing our products, or that it’s made their school morning easier - it’s a fireworks moment for me.”
What are your top tips for families as they prepare for the new school year?
“The obvious one is sleep. Their sleep is so important and really sets the mood for the day. Shift that clock so the kids are getting to bed earlier as we get closer to the start of the term.
“Get a Dymo label maker. The old school one with the clicky wheel and black tape. It is so satisfying, it takes a tedious task and makes it retro and enjoyable. Label everything that’s carried. For clothes, the stamps eventually wash off in my experience. Iron on printed labels are better, but a sewn-on nametape is the gold standard if you want to see it again. It’s a time-consuming task though so start early.
“Plan some exciting breakfasts to keep up your sleeve. Croissants are a big motivator in our family. I buy the frozen ones to put in the air fryer when I wake up. So quick, so easy, so universally loved. And, on a really tough morning I have been known to bargain with a pain au chocolat.
“And finally, especially in the early years, I found having an exclusively-uniform drawer has helped minimise the ‘no-you-can’t-wear-that’ arguments. Keep uniform items separate from their other clothes.”
Photo Credit: At Home Imagery byHaziq Farhan.
