Friends of Fridah - Rachel Kara Ashton

The first time I reached out to Rachel was after a chance conversation at a hen’s party. One of those unexpected moments where something small is said, and suddenly a whole new path opens up. I had always loved towels and the ritual around them, and I had followed Fridah quietly for years, thinking it was the kind of business I would one day dream of running.

When I heard Rachel was looking to hand Fridah onto someone, it felt uncannily perfect in timing. Like everything had quietly lined up. And when we finally spoke, she was everything you’d hope the founder of Fridah would be. Warm, generous, thoughtful. She welcomed me straight into the world she’d created with such ease.

To honour the path that brought us here, I asked Rachel to tell the story of how Fridah first came to life.

 22nd September 2025, FaceTime

How did Fridah begin, and what inspired you to bring your ideas to life?

The beginning is quite practical. I was looking for a product to start an online business so I could be at home with my three babies, as freelancing (as a photographer) was a bit hectic in the early days. Through a lot of back-end tech and tools I was playing with, I randomly found that ‘black towels’ were an underrepresented search term. I had always loved a good towel, and it just kind of jumped out at me to start exploring that world. It wasn’t until I fortuitously found our makers and saw what they could do with pattern and texture that it all clicked.

Once I knew I had found a really good product, I built Fridah to become a representation of the kind of world I thought they needed to exist in - one where things are beautiful, they have integrity and story, and thought behind them. Also, a world where you get to use your good stuff every day!

I had visited so many astonishing homes through my work as a photographer, where I saw amazing women who were quietly building these beautiful worlds for themselves to live in, and I saw (firsthand) how much that is all part of the bigger picture of a life well-lived. I don’t mean that in a shallow way; it’s not about owning all the nice, expensive stuff. It’s more that making good decisions sparks the next good decision, and this kind of snowballs into all areas of life. 

 

How did you choose the name Fridah?

I worked on a brand name for months! I hired a copywriter, I brainstormed, asked friends, I researched the crap out of it. Then, one day, when I was due to submit a name for a trademark deadline, I was sitting at a playground in Surry Hills discussing names with my husband, and I heard a parent or sibling call out “Frida”. It literally stopped me mid-sentence. I looked at him and said, “That’s it, it’s Fridah”. The name is strong, feminine, creative, worldy, intriguing. Everything I wanted for the brand. Shoutout to Jess and Dossy, who gave their daughter such a good name.

What was your vision when you first started?

I wanted people to feel like they had discovered something special. Something unique. New, but at home straight away. Fresh, but familiar. It’s kind of like a secret club where you might think you’re the only one who wants to join; then it’s so exciting when you find all the other members are even cooler than you. That’s how I feel about our customers, anyway. 

The Fridah towel has a signature 'feeling'. Soft and plush, yet light and cozy. Can you give any insight into how you went about choosing the texture and feel of the Fridah range?

When I first started looking at towels, I thought thick and heavy equated to luxury. I’ve learned so much since then and definitely do not subscribe to this now. Nowadays, I prefer a lower GSM, lighter towel if it’s woven right. High-quality cotton for durability and absorbency, longer loops for that really lovely, soft, fluffy feeling. Some texture for it to be just a touch ‘grippy’, if that makes sense? The heavy ones end up just not drying out, so you have to wash them, and they weigh down your head if you’re being naughty to your hair and doing a head wrap.

There’s still so much to explore, and people do have different preferences that are worth considering. A dense bath mat can feel nice underfoot, but again, won’t dry out, so whilst it does need to feel nice, practicality was always considered first and foremost. 
 

Running a business solo is no small feat. What’s been the most enjoyable aspect of building Fridah as a sole trader? And on the flip side, what’s been the most difficult?

Fridah gave me a place to pour myself into - my focus, creativity, brain power, learning, ingenuity, and expression. During a very full season at home, it gave my days purpose when things were a little hazy. That same drive is also the challenging part. It’s hard to switch off, and can be hard to hand things over when you’ve seen how much you can figure out on your own. 

Knowing what you know now, what advice would you give to your younger self?

I would say to get more hands on deck! Community and accountability, and structure, can be great tools for growth for the loosest of creatives. And to trust that it’s OK to go backwards to go forwards. Oh, and to just stop faffing about and do the thing you’re avoiding.

Fridah has such a distinct aesthetic. Is there a colour scheme or design direction you’ve always connected with but never had the chance to bring to life

We all need a little self-care — so what’s your perfect unwind moment?

Magnesium bath and book. I’ll keep topping up the hot water until I’m about to nod off. If I’ve run out of self control for the day, it’s a long scroll and then staring at a running tap. If my husband sees me like this he usually gently asks if I need a cup of tea (laughs).

Where to from here? What’s your focus or intention for the next year or so? Do you see yourself staying close to the Fridah world, or exploring something new? 

I don’t struggle to think of things to do, but I am trying to strip back and be 100% present with my girls. Nail a few life admin things, like lunch box prep and putting the washing away in one hit.

I would love to help people in their brands and businesses. Whether it’s starting, or growing, or balancing, or working out everything that only exists in their mind. 
I’d also like to pick my camera up more frequently. I feel that’s probably the most significant, to be honest.  
  

Who would you like to thank? Are there any mentors, friends, or customers who played a meaningful role in Fridah’s story?

I feel like this is my Emmy’s speech moment and I’m too overwhelmed to be eloquent. There are so many people who are part of the brand’s foundations. Friends who became customers, customers who have become friends, creatives who so generously gave, family being such passionate cheerleaders, my husband for unwavering support, my kids for forcing me to put down my bloody phone, then alerting me every time they heard the Shopify ding and asking if we could “buy a house now”. Other women in business who would talk real talk. Anyone who didn’t mind my voice note replies. Any one who’s ever double-tapped a post, or left a review, or told their friends about the towels.

And last but not least, I’m here to say growing a business is, no joke, a spiritual experience and I couldn’t have done it without leaning on God. Whether it’s your belief or not - Fridah was built on foundations of faith, generosity and integrity and I’m sure we could all agree that can only lead to good things.   

Story Notes