FREYA Boutique has been a staple for fashion lovers in Ennis and beyond for over two decades. Owned and operated by the passionate Monica Keane, the boutique has become known for its unique, high-quality pieces and exceptional customer service. Monica’s journey into solo entrepreneurship wasn’t planned. After working in the shop for a year and a half, Monica took over the business from the previous owners when they decided to step away.
“It just happened organically,” she reflects. “And after they finished, I took over, and I’ve been in business now for 24 years.”
Starting out in a small unit in The Market in Ennis, Freya Boutique quickly grew, expanding into a two-story space on Parnell Street that offers everything from smart-casual wear for the everyday woman to special occasion outfits for weddings, communions, and confirmations. The boutique is the largest stockist in the county of the coveted Irish label, FEE G, a designer collection with a loyal following.
Monica’s approach to fashion is simple; she believes in dressing to suit individual body shapes and styles. Avoiding high street trends, she’s built a reputation for sourcing a variety of unique labels, always ensuring to listen to customers’ needs.
“I was never trend-driven. I prefer something individual. After all, you dress to suit your body shape, colouring, and your individual needs.”
Freya Boutique’s growth was not without its challenges. Monica recalls opening the shop in 2001, before the onset of the global recession some seven years later. While other businesses around her were closing, she remained resilient. “It was the toughest period of my career. But I was fortunate to have loyal customers who supported me. They trusted me, and together, we got through it,” she says. “Some of those ladies are still shopping with me today.” Her determination paid off, and the business rebounded.
While there was no social media at the time, Monica’s reputation and personal touch acted as her marketing tool. “My good name was my business card,” she says. Monica credits much of her success to the personal connections she’s built over the years. “It’s not just about selling clothes,” she explains. “It’s about how you make people feel. If you can make them feel good in what they’re wearing, they’ll always remember you and come back.”
The challenges didn’t stop with the recession. In 2020, the COVID-19 pandemic presented another hurdle. But rather than faltering, Monica adapted quickly, embracing online sales and nationwide deliveries.
“We were working online and delivering, and the kindness of my customers kept me afloat,” she says. “We were all in the same boat, so it was easier to adapt.”
Despite the ups and downs, Monica has maintained a healthy work-life balance, supported by her family and loyal team. “I have a great husband,” she says. “It was tough, but I made it work. My kids would come with me on buying trips around them.”
Although Monica started the business on her own, she has a small team of staff who support her and help the business run smoothly. Hilary has been with Monica in the boutique for over 10 years and “she goes above and beyond” for the business. Monica also employs a number of part-time staff who help out on the shop floor.
“They are just brilliant. I’m blessed to have a dream team,” said Monica.
In a world where fast fashion dominates, Monica’s vision for Freya Boutique remains grounded in sustainability and individuality. “More than ever, people want quality clothing that lasts, not disposable items,” she explains. “I focus on selecting quality, sustainable pieces that you could wear over and over again. I have some people who come in to me, believe it or not, who have bought jackets and things when we were up in the market, and they’re still wearing them and still have them.”
Looking ahead, Monica’s commitment to offering personalized service remains central to Freya Boutique’s success.
“I absolutely love styling people and kitting them out in something they will never choose themselves. It’s all about how you make people feel. There’s a great buzz when a customer leaves the shop with a peck in their step.”
