Meet Jeni Ni

Jeni was born and raised in Boston. She went to school for physics and poli-sci, but then dropped out to be a fashion buyer, which led her to her current path of co-founder and general go-to-gal at frilly. She spends her time going on impetuous adventures, traveling for work & for fun, spending time with her best friend group (the ‘eggplants’), cuddling and chasing after her crazy dogs, cooking, working out, and eating, sleeping, breathing, dreaming about her fashion and tech startup baby: frilly.
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on her morning routine

I usually wake up before the sun is up and brush my teeth, chug some water, and then go work out. Recently, I've been boxing 2-4x a week, and then on the days I don't box I'll go to the regular gym and do some cardio/weights/TRX circuits. I've really found that being active in the morning gives me more energy throughout the day (not to be one of those people...). Then I'll come home, take Toby for a walk, shower, wash my face, and make breakfast. I love cooking, so sometimes making breakfast will turn into making lunch for the day and prepping for supper as well. Then Toby and I walk to work at my office in Downtown!

on the creation of frilly

frilly was conceived when my co-founder (and the owner of frilly) and I got to talking and realized that there's a space lacking in the retail market: the lack of freedom for customization. As a consumer and a woman who works in fashion, I appreciate the details that really pull an outfit together. I've often been stopped from purchasing an item because I don't like one element of the design, the zipper or the neckline, or the length, etc. I've often taken clothes to get tailored to better suit my personal tastes, and I think frilly is really a great solution for that problem.

This Game of Thrones book is the one my father gave me when I was 13, long before the series on HBO, and when I first got hooked on the series. I loved these books so much, and it’s something so special that I got to share with my dad before he passed. I really love how the author doesn’t care to spare anyone’s feelings, and kills off characters regardless of how important they are to the plot line. He’s brutally real because that’s how life is.
— on her favorite books
Jacket, Herron available at Frilly ; Dress, NYTT

Jacket, Herron available at Frilly ; Dress, NYTT

on her beauty routine

I only recently started my skincare routine with help from my friends. Currently I make sure to remove any makeup I might be wearing using this Bioderma Sensibio H20 pump stuff that my friend Olivia gave me. Then I wash my face with either my Darphin Face Wash or an Ole Henriksen Face Wash. Then I use a Belif Witch Hazel Toner, then Clarins serum, and finish off with a moisturizer or Aesop Damascan Rose Facial Treatment, depending on the day and how I'm feeling. If I'm extra ambitious I'll use this Dr. Jart+ Water Fuse Hydro Sleep Mask to try and really hydrate my skin. I also recommend HERA magic starter and Laura Mercier Tinted Moisturizer.

Recently when I was home visiting Boston, my dear friend Jeannie over at Follain started educating me on parabens and the harmful chemicals that are in so very many of the products that we Americans use on a daily basis. For that reason I have started using this Ursa Major organic deodorant, and Josh Rosebrook Hydrating Accelerator instead of the stuff I used to use. I'm trying to swap out to using only natural products, but it's definitely kind of a tough transition. 


Sweater, Acne Studios ; Boots, Alexander Wang

Sweater, Acne Studios ; Boots, Alexander Wang

on her shopping habits and style

Honestly, I don't shop very often. I've been waiting to load up my closet with frilly stuff, but when I do shop I like vintage stuff, expertly crafted garments, or normal workout gear. I like shopping at Virgo in Downtown, Shareen Vintage, Mohawk Bend, Opening Ceremony, American Rag. I'm not really into any one aesthetic. I think it really depends on my mood in the morning. You're just as likely to catch me in thigh high boots and an oversized sweater as you are to catch me in Nike tech fleece, or a vintage patterned romper, and strappy sandals. I'm such a Gemini.

on her home decor

I guess I'm sort of a princess when it comes to how I style my home. I found this giant gold mirror that I bartered the hell out of at the Rosebowl Flea Market in Pasadena like a week after I moved into my loft. So for a while all I had was a mattress on the floor, my guitars, a ton of clothes in cardboard boxes, and this enormous mirror.

I just want to feel at home when I'm home. I had my big dining table made for me by a carpenter at the Melrose Flea Market because I wanted to be able to host giant dinner parties for my friends. My favorite way to spend an evening is cooking a huge, elaborate, lavish meal for friends while they hang out in/around the kitchen drinking wine, munching on a charcuterie & cheese board or some apps, and talking to me while I cook. I like plants, but I tend to kill them, but I love having them around, so I keep trying.

It’s frustrating some days, and exhausting, but it is so exciting to work on something I am passionate about and that I believe in so inherently. My best advice would be to have more than one method of income that you can rely on while you build your dream unless you have an investor you really trust. Be financially smart and responsible. Treat your co-workers and employees with respect and honesty and kindness and empathy. Actually, just treat EVERYONE that way. It isn’t going to be easy. It’s going to be harder than anything you’ve ever done before, but it will be so worth it in the end to do something you love and that makes you happy. Work hard, follow your heart, and DON’T GIVE UP.
— some career advice

jeni's favorite books

A Game of Thrones by George R. R. Martin, The Flavor Bible by Karen Page, Modernist Cuisine at Home by Nathan Myhrvold and Maxime Bilet, Julie and Julia by Julie Powell, Outliers by Malcolm Gladwell, Milk and Honey by Rupi Kaur

jeni's favorite movies

The Neverending Story, My Fair Lady, The Princess Bride, Lord of the Rings, Ratatouille


My favorite bar is Resident in the arts district - great mixologists, good music, and fun ambience. There's a great outdoor area with a food caravan and fires it you just want to hang out with friends, and there's dancing and live music inside.

My favorite brunch is at Preux and Proper - they have the best drinks, they play hip hop, and the food is decadent and beautiful and delicious.

I don't really drink coffee, but when I do I usually tend towards Spring For Coffee. Their almond milk lattes are great, and they just generally make an excellent cup of coffee.

I'll head over to Verve if I have a meeting or want to bring an out of town friend somewhere cute.

I box at 6am on Wednesdays, and afterwards I always love to pop over to the LA wholesale flower market on San Julian Street. It smells amazing in there and it is so beautiful, and you get amazing prices on flowers and plants! Definitely one of my favorite places.

I love the beach down by Abalone Cove, or up in Malibu...or Thousand Steps Beach in Laguna. I also love hiking to the waterfalls up in the Pasadena/Arcadia area.

Photography by Rainbeau