Natalie Jayasuriya speaks about her tryst with fashion

It was during COVID-19 that Natalie Jayasuriya, born in the UK to Sri Lankan parents, identified an opportunity in the online fashion market. Recognising a gap, she launched FROKME, a multi-vendor platform and her own brand FROK, a label that not only catered to a growing demand for fashion and style, but also supported Sri Lanka’s local apparel industry, which was struggling during the crisis.

Her commitment to empowering local vendors and artisans has been a cornerstone of her philosophy. Since its inception, FROK has grown beyond Sri Lanka, launching in India in 2023 and expanding to the UAE in 2024. Natalie has also opened her first boutique in Colombo, FROKME, cementing her status as a fashion entrepreneur. FROK.AE is now online in the UAE.

“Fashion can intersect with social service in several ways, both directly and indirectly,” says AI. “Directly, fashion can be used as a tool for social service, such as through ethical and sustainable fashion practices that benefit workers and the environment. Focusing on fair labour standards, environmental sustainability, and responsible sourcing, can directly benefit workers and the planet.”

Lisa Maynard-Atem, award winning entrepreneur has this to say about the social role of fashion: “When we think about social justice, sustainability, and fashion,” she says, “they may seem like parallel, rather than intersecting, worlds. But are they truly so separate? I believe they are inextricably linked. Fashion has become a daily avenue for us to express not only who we are, but also what we stand for. And in the quest for sustainability, it becomes clearer that addressing social justice issues isn’t a by-product; it is a foundational step.” Natalie Jayasuriya speaks to Gulf Today about her rendezvous with fashion

Tell us about your journey into fashion and what inspired you to launch FROK.

I realised fashion was a language I could use to tell stories. FROK was born from a desire to dress women like me — driven, dynamic, and constantly on the move — without compromising individuality or impact. My pieces are vibrant and definitely for the woman who wants to stand out!

As a Sri Lankan-British entrepreneur now operating in Dubai, how have your multicultural roots influenced FROK’s aesthetic and brand values?

Massively. I grew up straddling cultures, which gave me a deep appreciation for bold contrasts and unique blends. FROK reflects that — its east meets west, tradition meets edge. Our prints, silhouettes, and styling are a celebration of heritage with a modern-day hustle twist.

How has your background in dance and the arts shaped your creative process as a fashion designer?

Dance taught me discipline, perfection, and presence — all of which influence how I run any of my businesses today. I am not a fashion designer, but Creative Head of FROK. When creating anything new it’s not just about making someone look good — it’s about commanding space.

You’ve supported local Sri Lankan artisans and vendors all through your journey. Tell us why that’s so important to you.

Because that’s where the soul is. Sri Lanka is rich in craftsmanship, and working with local artisans allows us to keep those traditions alive while also creating employment and visibility. It’s not just fashion — it’s impact.

Why did you choose Dubai as a chapter in your fashion journey?

Dubai is bold, diverse, and unapologetically fast-paced — just like FROK. The energy here is magnetic, and I knew the city would not only appreciate our aesthetic but push us to grow in ways we hadn’t imagined yet. Dubai has been like a second home to me since I was a child and it was an obvious choice to me, even though I know it will be a very hard market to tap into.

What challenges have you faced as a female entrepreneur and how have you overcome them?

There have been many — navigating cultural expectations, funding hurdles, and constantly having to prove your worth. But I’ve learned to lead with clarity, resilience, and a killer work ethic. I don’t wait for a seat at the table — I build my own.