Why Swimwear Star Rebecca Klodinsky Walked Away From a Celebrity-Favourite Brand

From the outside, it looked like a dream. Rebecca Klodinsky had built a globally recognised swimwear label from scratch. IIXIIST, the brand she launched in 2013 with just $2,000 and a vision, became an instant cult hit — worn by the likes of Kim Kardashian, Kylie Jenner, and Hailey Bieber, and stocked internationally. For years, it defined her.

But in 2023, Klodinsky walked away.

“IIXIIST was my first business, my breakthrough, my identity for almost a decade,” she reflects. “Closing it wasn’t easy. It wasn’t clean. But it was necessary.”

The decision, she says, was about more than business. It was personal. “Letting go of IIXIIST felt like a death. Not just of a brand, but of a version of myself that I’d spent years building from scratch,” Klodinsky explains. “Over time, it became heavy. The pace, the pressure, the expectations. I was evolving, but the business stayed the same.”

And so, after a decade of high-speed success and global recognition, she shut the doors.

“There’s this idea that quitting means you’ve failed. But no one really talks about the bravery it takes to walk away from something successful—just because it no longer fits.”

That space — the space left behind — would become The Prestwick Place.

Launched in 2019 on the Gold Coast with her now-husband, former AFL player Lachie Henderson, The Prestwick Place is everything IIXIIST wasn’t: slower, intentional, and rooted in ethical luxury. The label specialises in lab-grown diamonds and handcrafted fine jewellery, with full pricing transparency and zero mass production.

“From day one it felt different,” says Klodinsky. “It was slower, more meaningful, and deeply aligned with who I’d become. For the first time in a long time, I wasn’t chasing. I was choosing.”

The numbers speak for themselves. With more than $3 million in annual revenue, 89% customer retention, and 75% of sales happening on a customer’s first visit — most via Instagram — The Prestwick Place has quietly become a category leader in the luxury jewellery space.

Still, Klodinsky is candid about what it took to get here. “Letting go of IIXIIST wasn’t just a business decision—it was emotional. I grieved it. I questioned myself. But I learned that just because something is working doesn’t mean it’s right.”

Now fully immersed in her new venture, Klodinsky says the shift has given her something far more valuable than profile or prestige: clarity.

“What IIXIIST gave me was invaluable. But what The Prestwick Place gave me was space—to grow, to evolve, and to build something that reflects where I am now.”

Her next chapter isn’t just about jewellery. It’s about alignment. About building something that fits not just the market — but the maker.

On Bastille Day, the scent of toasted bread, melting cheese, crêpes and velouté filled a heritage warehouse in Sydney’s Darlinghurst.

Inside Prim Haus, rooms had been transformed into an elegant interpretation of a contemporary French home. Cookware hung alongside market produce, appliances were placed within carefully composed domestic settings and live kitchens turned out French comfort food throughout the afternoon.

The occasion was La Maison de Tefal, an immersive celebration marking 70 years since a French engineer introduced an invention that would fundamentally change home cooking.

Tefal’s story began in 1956 with the commercial launch of what the company describes as the world’s first non-stick frying pan. Seven decades later, the business operates across cookware, kitchen appliances, garment care and floor care in more than 120 countries.

The scale of the modern brand is considerable, but its origins were remarkably domestic.

The invention that started in a French kitchen

In the early 1950s, French engineer Marc Grégoire began experimenting with polytetrafluoroethylene, better known as PTFE, after discovering its unusually effective non-stick properties.

The material was already known within industrial applications. Grégoire’s important contribution was developing a way to bond it securely to an aluminium disc.

According to the company’s history, a conversation with his wife inspired him to apply the process to cookware. The resulting pan allowed meat and eggs to be cooked using less fat, while making the surface considerably easier to clean.

Grégoire patented his non-stick frying-pan concept in 1954 and began selling the finished product in 1956. The new company’s name combined the French words for the two defining materials: Téflon and aluminium.

The attraction was immediate. This was innovation expressed through a simple, recognisable household problem. Food stuck to pans; the new Tefal pan was designed so it would not.

The idea quickly travelled beyond France. Tefal entered the United States in 1961, the same year the company established the production site at Rumilly, near the French Alps. Rumilly would become the centre of Tefal’s cookware expertise and develop an identity as the “frying pan capital of the world”.

The company says more than 35 million cookware items were manufactured at the Rumilly site in 2022. A local museum holds the 500 millionth pan produced by the factory, which came off the line in March 1994.

A Parisian home in the heart of Sydney

La Maison de Tefal translated that industrial history into a more intimate experience.

Held on 14 July, the anniversary used Bastille Day as both a cultural reference and a reminder that Tefal’s identity remains closely connected to French design and engineering.

Prim Haus was arranged as a sequence of domestic environments rather than a conventional product showroom. Guests moved through spaces devoted to cookware, kitchen appliances, garment care and floor care, with each collection presented within the rhythm of a modern home.

A French-market-inspired cooking area formed the social centre of the event. Live stations served croque-monsieur, crêpes and butternut velouté, demonstrating the products through food rather than static displays.

That distinction matters. Tefal’s most successful products have generally been those whose benefit can be understood almost immediately: a pan that releases food, a removable handle that saves cupboard space, an indicator showing when cookware has reached the correct temperature, or an appliance that automates part of a familiar cooking process.

Interactive demonstrations allowed guests to handle the products and see those functions in context. Heritage installations traced the brand’s development, while previews of newer releases connected its first frying pan with the much broader contemporary range.

The anniversary concluded with a champagne toast — an appropriately French punctuation mark for a company whose products have found their way into kitchens around the world.

Seventy years of practical invention

The non-stick frying pan established the operating principle Tefal continues to follow: find an everyday source of friction and develop a practical way to reduce it.

In 1996, the company introduced Ingenio, a modular cookware system built around removable handles. Pans could be stacked more efficiently and moved from cooktop to oven, table and refrigerator without the fixed handle of conventional cookware.

The concept anticipated the pressures that would reshape urban kitchens. As apartments became more compact and storage more valuable, cookware needed to occupy less room and serve more than one function.

Around the beginning of the following decade, Tefal introduced its heat-indicator technology, now known as Thermo-Signal. The circular marker changes appearance when the pan reaches its recommended cooking temperature, turning a technical question into a visual prompt.

In 2006, Tefal expanded the possibilities of countertop cooking with ActiFry. The appliance circulated hot air around food and used little or no added oil, helping establish a product category that would eventually become one of the most competitive areas of the global appliance market.

Innovation also moved beyond cooking. The Freemove cordless steam iron arrived in 2012, removing the cord from the active ironing movement while retaining a powered base.

The company’s current portfolio now extends across multicookers, grills, air fryers, blenders, ice-cream makers, garment steamers, irons and floor-care products. Although the categories are diverse, the common proposition remains convenience grounded in engineering.

The next generation of non-stick cookware

For its 70th year, Tefal has returned to the product that created the brand.

The new Excellence+ cookware range introduces what the company calls FusionCore technology. Tefal describes it as its most durable non-stick coating to date, designed to withstand intensive use and scratching.

As with any durability claim, consumers should follow the manufacturer’s care instructions and consider the applicable warranty rather than interpreting promotional language as a guarantee against every form of damage. But the focus on longer-lasting coatings reflects an important change in buyer expectations.

Convenience is no longer enough on its own. Modern households are increasingly concerned with how long products remain useful, whether they can be repaired and what happens when they reach the end of their working life.

Tefal has responded in several ways. Its Renew cookware uses recycled aluminium and a ceramic non-stick coating, while Groupe SEB has expanded cookware recycling initiatives in international markets. For many small domestic appliances, the group also promotes a 15-year repairability commitment based on parts availability and access to authorised repairers.

The details and warranty periods vary by product and country, so Australian buyers should check the conditions attached to an individual appliance. Nevertheless, repairability represents a meaningful shift from the assumption that a failed countertop appliance should simply be discarded.

From French manufacturer to global household group

Tefal joined Groupe SEB in 1968, giving the company greater international distribution and the resources to expand beyond cookware.

Founded in 1857 and headquartered in France, Groupe SEB has grown into a global small-appliance and cookware business with more than 30 brands. Its portfolio includes All-Clad, Krups, Moulinex, Rowenta, Lagostina and WMF, with operations extending across more than 150 countries.

Within that group, Tefal remains one of the flagship names — and one of the clearest examples of how a single invention can become the foundation for an international consumer brand.

Its longevity has not come from making everyday objects more complicated. The strongest Tefal products do the opposite. They take a small uncertainty, inconvenience or frustration and design it out of the task.

That was the value of Marc Grégoire’s original frying pan. It did not ask people to change what they cooked. It made the existing process easier, more predictable and less difficult to clean afterwards.

Seventy years later, that deceptively modest principle continues to guide the company.

La Maison de Tefal celebrated the products, the French heritage and the anniversary itself. Yet the larger story was visible at every cooking station and demonstration: innovation becomes lasting only when people can use it without having to think about the technology underneath.

For Tefal, the next 70 years will be shaped by new materials, smarter appliances, changing homes and greater expectations around durability. Its challenge will be to keep evolving without losing sight of the insight that started everything — that the most valuable household inventions often solve the most ordinary problems.

Tefal at a glance

Founded: France, 1956
Founder: Engineer Marc Grégoire
Original innovation: Commercialisation of the first non-stick frying pan
Manufacturing heritage: Rumilly, France
Notable innovations: Ingenio, Thermo-Signal, ActiFry and Freemove
Latest cookware development: Excellence+ with FusionCore technology
Parent company: Groupe SEB
International presence: More than 120 countries
Australian website: Tefal Australia