Today we’d like to introduce you to Matilda Freeman.
Hi Matilda, thanks for joining us today. We’d love for you to start by introducing yourself.
I was born in Sierra Leone and moved to Australia when I was 21. I now divide my time between Sydney and Tennessee, while running Adelé Atelier. Starting again in a new country taught me how to adapt, work hard and create opportunities for myself, even when I didn’t have everything figured out.
My journey into the hair industry began after a close friend of mine had cancer. I used some of my old hair extensions to make wigs for her. At the time, I wasn’t thinking about starting a business. I was simply trying to help someone I cared about feel a little more like herself during a difficult time.
That experience changed the way I saw wigs. I realised they could be about much more than appearance. Hair can give someone confidence, comfort and a sense of normality when they need it most. What began as an act of care eventually led me to create Adelé Atelier, a hair brand specialising in custom wigs, raw hair and bridal hairstyling.
From the beginning, I wanted to build a brand where the quality of the hair mattered, but the woman wearing it mattered even more. I care about where the hair comes from, how each wig is constructed, how the lace looks, how it fits and how the client feels when she puts it on. I never wanted to simply sell wigs. I wanted every woman to receive something made with thought, care and attention to detail.
I also didn’t want everything I knew about hair to come from what I saw online. I travelled through parts of Southeast Asia and to China to learn about hair at its source. I wanted to understand where it came from, how it was collected and processed, and why the quality could vary so much between suppliers.
A lot of what I know has come from hands-on experience, testing products and doing extensive research into both hair and business. I’m still learning because the industry is always changing. I believe that being good at what you do means staying curious and being willing to learn, even after people begin looking to you as an expert.
While building Adelé Atelier, I have also taught people online about business and shared what I was learning along the way. I don’t present myself as someone who knows everything. I teach from real experience while continuing to learn, make mistakes and grow myself.
Building the brand has required a lot of patience. I have done it while working, raising my daughter and managing many parts of the business myself. From sourcing and product testing to customer service, content, packaging and the website, I have had to learn how each part works. It hasn’t always been easy, but every challenge has made me more resourceful and more confident in what I’m building.
More recently, I brought two things I genuinely love together. One of my love languages is gift-giving, and Christmas has always been my favourite holiday. I love the thought behind choosing a gift and the excitement someone feels while opening it.
One day, I asked myself, “How can I bring that same feeling into the hair industry?” I wanted the experience of receiving a wig to feel just as special as wearing one. That question led me to create what I believe is the world’s first wig Advent Calendar.
I designed the full experience from scratch, including the structure of the box, the drawers, the doors and the hidden wig compartment. Each section reveals something useful, from hair-care and styling essentials to raw-hair bundles and a full Adelé Atelier wig. I didn’t want it to feel like someone had simply ordered another product. I wanted opening it to be an experience they would remember.
Bringing the idea to life took months of planning, research, samples, negotiations and problem-solving. There were moments when the manufacturing challenges and costs made me question whether I could make it happen, but I believed in the idea enough to keep going.
When I look at Adelé Atelier now, it is special to think that it began with me using my old hair extensions to make wigs for a friend. What started as a simple act of care has grown into a brand that allows me to help more women feel confident, beautiful and seen.
I’m still building the business one step at a time. Every client who trusts me, every person who shares my work and every customer who chooses Adelé Atelier becomes part of that journey. Their support helps an idea that began with helping one woman continue reaching many more
We all face challenges, but looking back would you describe it as a relatively smooth road?
The journey hasn’t been smooth, but every challenge has taught me something.
One of the biggest challenges has been building Adelé Atelier while working, raising my daughter and managing most parts of the business myself. I have had to learn sourcing, product development, wig construction, customer service, content, packaging and website management, often through research, testing and experience.
Finding reliable hair suppliers has also been difficult. Hair can look beautiful when it first arrives but perform differently after washing, colouring or regular wear. I have experienced delays, inconsistent quality and communication problems. Even when those issues are outside my control, my name is attached to the order, so I still have to take responsibility and find a solution for my customer.
The business has also been largely self-funded. I have used income from my regular work to invest in products, education, travel, samples and ideas that didn’t always work the first time.
Creating the Wig Advent Calendar brought a new set of challenges. The first manufacturer quoted me $432 USD for one empty sample. When the box was finally made, it weighed around nine kilograms before anything was placed inside it, which made shipping another major expense. I had to negotiate, reconsider parts of the design and keep finding solutions without losing what made the idea special.
There have been moments when I questioned whether I was doing too much, especially when an idea cost more or took longer than expected. But I have learned that building something original requires patience. I may not always have the biggest budget or team, but I am willing to research, learn and keep going until I find a way forward.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Adelé Atelier specialises in custom wigs, raw hair, bridal and destination wedding hairstyling, and red-carpet hairstyling. I also offer wig reconstruction, revamps, frontal replacements and private one-to-one education.
My work is personal. I consider each client’s lifestyle, preferred length, density, lace size, colour and how she wants the hair to feel. I want the finished result to look natural and polished while being practical for the woman wearing it.
For my bridal clients, I focus on creating hairstyles that photograph beautifully, hold throughout the celebration and feel like them. I offer private appointments and travel for selected bridal and destination wedding bookings.
What sets Adelé Atelier apart is the thought behind the full experience. I care about the quality of the hair, but I also care about how it is presented, how the client feels and what she remembers about receiving it.
I’m especially proud of creating what I believe is the world’s first Wig Advent Calendar. It combines hair-care and styling essentials, raw-hair bundles and a full wig in an experience designed completely from scratch. It represents the direction I want to take Adelé Atelier: thoughtful products that solve a need while still making women feel special.
Is there a quality that you most attribute to your success?
The most important qualities in my work are patience, attention to detail, resilience and a willingness to keep learning.
Wig-making and hairstyling cannot be rushed, especially when working with delicate lace, custom colours and raw hair. Small details can completely change the final result.
Listening is also essential. Two clients can show me the same reference photo but want very different things. I need to understand the woman, her lifestyle and how she wants to feel, not just copy the hairstyle.
Resilience has helped me continue through supplier issues, costly mistakes and ideas that took longer than expected. Building a business means making decisions without always knowing how everything will turn out.
I also believe you should never become too comfortable with what you already know. The hair and business industries are always changing, so I continue to research, test products and learn from both my successes and my mistakes.
Pricing:
- wigs: $500–$3000
- Wig services: $150–$300
- Bridal and red carpet services and packages: $250–$2,500
Contact Info:
- Website: https://adeleatelier.com/
