We had the good fortune of connecting with Natalie Joos and we’ve shared our conversation below.
Hi Natalie, what do you attribute your success to?
I believe the success of my brand is two-fold. I owe it to 1. contacts/connections and 2. an organic brand identity. I would not have been able to start my brand if I hadn’t 25 years of fashion industry contacts in my address book. I was an established name in New York; everyone knew who I was and what I stood for. All I had to do was pick up the phone and ask for a sales appointment. The doors were wide open. That’s rare and extremely gratifying.
I also didn’t start the brand from scratch. The brand identity was created years earlier by Tales of Endearment, the blog I was writing and shooting for. I had a strong and unique esthetic, driven by my love for vintage clothes. It was recognizable and marketable. The translation of that identity into a clothing brand was seamless. Retailers need a story to tell; and mine was colorful and rich with detail and history.
Alright, so let’s move onto what keeps you busy professionally?
My brand started out of a personal necessity for a simple, fitted sweater in different colors. So you could call it an organic process. I basically googled my way into this business. I knew nothing about knitwear or business for that matter. The whole journey has been a learning experience. I didn’t have any help or investors. And it’s still pretty much a one-woman-show except my slowly starting to delegate and hiring experts like a PR agency, Sales Director and Digital Marketing company. It hasn’t been easy but I can’t complain. I have a very balanced work/life.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I love my neighborhood: Fairfax. From strolling Pan Pacific Park to shopping on Melrose to dining in the restaurants on West 3rd, you can spend days not having to drive!
Who else deserves some credit and recognition?
My sister, Evelien Joos
Other: Tik Tok: JoosTricot