"For me, it is more about the woman who wears my garments, not about the garments that adorn the woman."
I started NATALIJA in October 2014, leaving a decade-long career in corporate marketing. I grew up being nurtured by my mother, as my father passed when I was seven. She deeply inspired me and that’s where my female empowerment emerged. My childhood defined my values and the desire to instinctively care for people.
My original intention was to break free from the 9 to 5 grind and pursue a career toward creative expression. However, the more I learnt about the fashion business, the more I felt greatly upset to know that the problems of our global human and environmental challenges were created by the apparel industry. I felt responsible and a need to do things differently.
Becoming a mother has made me even more aware that my present actions will affect my daughter, her generation, and all those to follow. My mission is to build a brand with more care and contribute to the world in a more positive way. The approach is to create for the needs of real women, improving their confidence by providing them with a foundational wardrobe of responsibly made clothing, in the finest materials, to be loved for years to come.
NATALIJA is a result of the continued affirmation from the women who support the label and share my sentiment - that fashion can be uncomplicated and made in honesty, and should foster feelings of empowerment, making you feel beautiful every day.