The Face Behind The Brand
I’m Natalie Joseph
Founder and creative director of Natalie Joseph Lingerie - a luxury lingerie brand for women with a large bust and a small frame.
I’m a hairstylist by trade so I enjoy making people look beautiful, but after 25 successful years in the hair industry, I’ve changed my career to pursue my passion to develop a lingerie brand. The idea was born out of frustration trying to find the right cut underwear that was also comfortable and suited for women like me.
I understand the needs and desires of top-heavy women due to my first-hand experience of being a 34K cup size. For me, this isn’t just about underwear; my brand is about building confidence, inclusion, and empowerment. My mission is to make a positive impact on women worldwide.
In 2018 my light-bulb moment happened during a business workshop called ‘How to make money from your side hustle’. Since that workshop, I’ve read the numerous startup books and embarked on a self-discovery solo trip to Tanzania to climb Mount Kilimanjaro where I came back with a fresh new perspective, all of which encouraged me to pursue my lingerie idea.
My aim is to design a collection that reflects the modern-day, fuller figure, busty woman who falls into the larger bust community of FF-K cup, so that they feel confident, sexy, supported, and comfortable at all times.
The first collection will consist of:
- Long-line underwired bra
- Long-line wire-free bra
- High waist, high leg, full brief
- High waist, high leg thong
Long-line wire-free bra & high waist,high leg full brief
Long-line underwired bra & high waist, high leg thong
The Branded Embellishment On Each Garment
This collection is designed for comfort, shape control for a smooth silhouette. The lingerie will be made with beautiful lace designs in various colours, and innovative fabric technology.
The Problem And What My Business Solves
Research has found that over 50% of UK women were a 36 DD cup size or larger. But did you know that a whopping 80% wear the wrong bra size? More precisely, 70% wore bras that were too small in the cup whilst 10% wore bras that were too big and not giving enough support.
Plus size bra needs are unique and require unique components, and have to be engineered to address the very different needs of a plus-size body.
77% of plus size women say that it is difficult to find well-fitting, quality bra because they don’t fit the ‘standard, regular or normal’ category. This leads to the lack of body confidence, simply because shapely women don’t conform or fit society’s standardised ideology of beauty.
Lingerie For Slender Women vs Curvier Fuller-Figure Women
Within the last century the UK woman’s body has evolved dramatically, particularly from diet and hormones, and has become more ethnically diverse. Consequently, many have become inherently curvier and heavier.
Women who have a wider pelvis tend to have a larger volume to the buttocks and often carry a lot of weight in their buttocks as well as in their tummy. This is a common feature of African /West Indian women and other ethnic groups, so my customers will benefit from briefs that are cut to suit their particular lower body shape proportions and pelvic shape. It will also make the legs look longer, curvier, and with tummy coverage to flatter one’s figure.
Starting a business is a curvy and steep road BUT I'm in this for the long run. Throughout the last two years, I’ve undertaken primary and secondary research to understand the needs and wants and finding lingerie solutions for women with very curvy body types.
I’ve taken the necessary lingerie courses and become a qualified bra fitter, I’ve attended lingerie, business, and networking events to keep abreast on the industry as well as work with design consultants.
I'm proud to say I’ve just had my first sample prototype made.
I’ve reached the next phase of the development and now I need to raise the necessary capital to source fabrics and components and take the brand into production and launch.
How Money Is Spent
I'm a big advocate in putting your money where your mouth is. If you can't invest in yourself then why should others. To date, I’ve invested £6400 of my own money because I believe in my brand. But now I ask for your support to help me raise £10K to develop my first collection.
How Will Your Money Help?
The capital raised will be used to pay for:
- Fabrics & components including underwire, lace, other fabrics, pendants, hooks and eyes, straps,
- CAD designs, grading, TECH packs
- Samples, product testing
- Manufacturing & quality assurance
- Packaging, bra accessories
- Product photo shoot
Natalie Joseph Lingerie brand is not fast fashion. I believe in creating quality yet fashionable products with longevity and sustainability. And where possible, I aim to keep my carbon footprint to a minimum by using recyclable and biodegradable packaging, by sourcing as much materials and components here in the UK.
With a stretch target of a further £5000 would allow me to extend the colour range and size ratio. It would allow me to extend the product line with other lingerie products. The extra funds raised would also allow me to hire a part-time PR/SM intern to help with the marketing and production activities, which give interns an opportunity to build their skills.
I’d like to thank you in advance for your support and pledges. Here’s what you get:
- £10 Thank you email
- £20 Thank you card and 10% discount code for launch
- £35 Bra accessory kit (bra extender, shoulder cushions, bra liner, lingerie/bra wash detergent, lingerie/bra wash bag, lingerie tape)
- £59 1 x NJ Lingerie Bra
- £99 1 x Bra (wired or wire-free) 1 x High Waist Thong, 1 x High Waist Brief
- £497 2 x Bra, 1 x High Waist Thong, 1 x High Waist Brief and a Body Confidence photo shoot with ‘You at Yours’ with a printed photo of your choice.
- £997 2 x Bra, 1 x High Waist Thong, 1 x High Waist Brief from the current collection, a bra accessory kit, a Body Confidence photo shoot with ‘You at Yours’ with a printed photo of your choice. AND an EXCLUSIVE opportunity for 1 x NJ Lingerie bra and 1 x brief in the colour (from a selection of 5 colours) of your choice! A scented candle, an INVITE to a decision-making meeting, name a product, and an invitation to launch party
- Or you can donate without a reward, just to support me!
I ask you to support the brand’s vision with your pledges.
Thank you kindly
For any queries please email me firstname.lastname@example.org