FREIDA ROTHMAN
Women of Strength
Real Women. Real Stories. Real Heroes.
An ode to female endurance and fortitude, Women of Strength honors the stories and sentiments of women that have shaped Freida as a mother, daughter, and designer. With brave hearts and bold spirits, these heroes share their own tales of tenacity first-hand in a series of interviews with Freida over the course of this year. Join Freida in honoring these women of strength.
With Hanukkah and the 75th Anniversary of Auschwitz approaching, in Decemeber 2019, Designer Freida Rothman invited 50 holocaust survivors at an event in her Brooklyn studio to honor their remarkable strength and resilience. In March 2020, to celebrate Women’s Month, we launched a campaign featuring 6 Holocaust survivors. The initiative was conceived to honor Freida Rothman’s grandmothers, whose influence taught her to see opportunity in every challenge and inspired her to found her eponymous brand.
The campaign’s first image, which resonates deeply with Freida, features sisters Dolly Rabinowitz, 94, and Suzi Schwartz, 102 years old, who survived the Holocaust and emigrated to Brooklyn where they rebuilt their lives and raised loving families. The personification of optimism and resilience, Dolly and Suzi are seen seated, smiling and holding hands. Their tattoo from Auschwitz is visible on their forearms.
Throughout 2020, we strategized the campaign to feature a diverse group of heroic women, all of whom embody the inner strength, perseverance and determination necessary to rise to the challenges of life. To celebrate them, we ideated and executed a variety of stories, videos and still photography for FREIDA ROTHMAN that depict their remarkable journeys. This content was created for print, digital, influencer, and social media channels.
Concept | Creative Direction | Art Direction | Production | Post Production
“People are doing good things, and this is what keeps us going - to do good things to help each other, to donate to good causes.”
— DOLLY RABINOWITZ
#WomenofStrength
“Strength means to be able to get up from the ashes and to make ourselves good people in the world.”
— LILLIAN FEINTUCH
#WomenofStrength
“Try to be humble. Do not take it for granted.”
— LEAH BRACH
#WomenofStrength
“Strength means to me that I can get up in the morning and look at the good side.”
— BERTA EINHORN
#WomenofStrength
Bonded with Brilliance
"The STRENGTH bracelet celebrates and reminds each woman of their inner strength and to make a positive difference in this world. I used a textured dark rhodium finish to symbolize grit and resilience, and handset pavé stones for the perfect combination of grit and glamour."
— Freida Rothman
#FRGivesBack
Partnering with a Brooklyn-based non-profit helping the elderly, we started our first brand-wide charity campaign.
Every $100 Spent = 1 Meal Donation
With this, we were able to donate more than 200 meals in less than a week. The #ViralKindness of FREIDA ROTHMAN was picked up by major press outlets like Associated Press and the New York Times.
