Josie Natori
Founder & CEO
The Natori Company
Josie speaks...
On seizing the opportunity:
Opportunities are all around you. In the very early stage of the business, I showed a blouse to a buyer at Bloomingdales. I was cold calling at the time. I didn’t even know I was in the lingerie department. That buyer had a novel idea to make a sleep shirt. Then if I made it longer, a person could go out in the shirt. I was in the right place at the right time—I was tenacious.
On the upside of failure: Since the very beginning, I knew not to see my failures in a negative light. I was brought up in a very positive environment. The mentors I had like my grandmother and teachers taught me that everything in life connects. I have faith that one thing leads to the next so I never get disheartened. Do I get sad or upset? Yes. But I know everything that happens will evolve for good—it’s this positive attitude that keeps me going.
On skirting the boundaries: No one taught me what to do, I had no connections in the business—it was a matter of playing it by ear and learning on the job. I approached it like music, you never play the same note twice. To this day, the brand keeps perfecting. By following my instincts I evolved Natori into a lifestyle brand. So don’t set boundaries for yourself. You never know where you will end up.
On growing up in the Philippines: In the Philippines, going into business is like drinking milk everyday. When I was growing up in the 50s and 60s, commerce was driving the country, from selling lemonade on a street corner to selling real estate. Women in particular have to be resourceful because they generally are in charge of making the financial decisions for their families. As a result, most want to develop a unique business for themselves.
Skirt The Boundaries
July 2011
From Wall Street all-star to world-renowned fashion designer, Josie Natori attributes her successes to the entrepreneurial spirit that runs in her blood. A native of the Philippines, she praises the country’s matriarchal society for its empowering attitude towards women.
The oldest of 32 grandchildren, Josie had her grandmother to look up to and spent summers idolizing the woman who ran various enterprises. As the proprietor of several drug stores, theatres, real estate property and plantations, Josie’s beloved mentor taught her to have a career and be independent.
“Talk about juggling!” Josie laughs. “Between running her businesses and traveling the world, somehow my grandmother always found the time to spritz on fragrance and put a flower on her dress.”
The Natori brand is about helping women feel sensual and good about themselves. Here Josie gives strategies for building a successful business that will stretch you beyond your comfort zone:
Follow that burning desire. I worked in Wall Street for nine years before I realized there was something missing. My creativity wasn’t being used in the way I needed it to be. I longed for a sense of fulfillment. You shouldn’t settle just because you’re making a lot of money or because everyone says you’re successful or you have a prestigious title. If you don’t have that burning desire to get to work everyday, you’re missing out. The answer is in you.
It’s never too late to start. If you believe in yourself, age is not a big deal. What do you have to lose? I understand that not everyone can quit their job although I see more people taking risks. I tested out different ideas in my spare time while still working at the corporation, and I wouldn’t have left without knowing where I was going. The process took me years. By the time I left I had created the basis for a business--I had something to go to.
Set a point of differentiation: When you’re creating a business, you need to establish your niche, the reason for its being. Most importantly, it has to revolve around an idea you really love and can relate to; over time, that vision will evolve. I went into lingerie blind, having no preconceptions of what it was supposed to be. I incorporated the Asian aesthetic and the Natori brand was born. You stick to something when it’s working. If customers are responding then there is an appreciation for what you’ve created.
Business is a means to an end. In a million years I never thought we’d start a factory in the Philippines, but that’s the point of differentiation of our brand. The embroidery and handcraft that makes each of our pieces unique is what sets us apart—these details could only have been done in the Philippines. It lets me showcase the talent there. I don’t necessarily want to be remembered only for fashion. What I also care about is giving back. To be able to make a lot of money and then to give it away is the ultimate luxury.
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