The many good things happening at Josie Natori this summer and why we have a girl crush on the NYC designer
It’s hard not to be inspired by someone like Josephine “Josie” Almeda Cruz of Natori. This continent hopping entrepreneur, originally from the Philippines, has built herself from the ground up to create one of the globe’s most respected fashion names.
According to Natori‘s website, Josie “credits her entrepreneurial nature to the matriarchal society she grew up in along with the support of her close-knit Filipino family.” She migrated to New York at the wry age of 17 where she set out to study economics, not fashion. However, upon graduation, she worked her way up the corporate latter and found herself sitting in the chair of the first female Vice President of Investment Banking.
Eager for more of a challenge, she founded her lingerie brand, Natori, which has blossomed into a one-stop destination for ready-to-wear, home goods, eyewear and even fragrance. It’s been three decades since Josie went from number-cruncher to lingerie designer, and things just keep getting better.
Natori Boutique’s Transformation
In recent months, the Josie Natori boutique has gone through some impressive transformations. Located at 253 Elizabeth St, between Houston and Prince, the boutique is “a multi-cultural, multi-faceted and multi-hued expressive collection that consists of mix and match lingerie, sleepwear, otherwear, accessories and home goods in bold patterns, vibrant colors and exciting prints.”
Walk through the doors and you’ll automatically feel as if you’ve been taken to a distant land where frumpy clothes, dreary prints and lackluster accents have been ruled obsolete. We can go on and on about how pretty the store looks, but the proof is in the pictures and in-person visits.
The New Fragrance
In addition to home goods and apparel, the boutique also features Natori’s recently debuted fragrance, titled JOSIE. It’s technically a fragrance collection that includes the EDP, a body cream and a lotion.
I’m actually a pretty huge fan of the original Natori fragrance, a super sultry, ultra sexy scent that’s worked its way into my regular fall perfume rotation. JOSIE sounds like a fresher variation and is described as a “new scent with a spirited energy and sexy edge. It was inspired by the quintessential JOSIE woman — a woman with no rules, no pretenses and no apologies.
“I wanted to create a fragrance for JOSIE that exudes charisma,” says Josie herself. “I am thrilled with the scent – it truly captures the essence of the brand. Today’s woman knows that there is value in expressing her true self and the JOSIE fragrance, a beautiful sensual scent, gives her one more way to express her irrepressible individual style.
Event: Natori Pajama Party
Make sure you drop by the Natori Boutique to check out both the fragrance and the recent makeover. If you want even more of an excuse to go, though, we recommend attending Josie’s pajama party on August 5th.
The event will feature origami lessons, style fortune cookies and a social media photo booth. During the party, attendees will have the chance to win a $500 gift card to the boutique by sharing photos on Instagram using #JosiePJParty and @NatoriCompany. RSVP to [email protected]
253 Elizabeth Street
between Houston and Prince Streets
Hours: M-Sat 11-7, Sun 12-6
By Wendy Rose Gould
Know something we don't? Email us
at [email protected]