Her Story
As founder and CEO of Natori Company, Josie Natori literally reconfigured an industry, erasing the boundary between innerwear and outerwear and bringing elegant, sensuous lingerie into the light of day. She started her business from scratch, twenty-five years ago, and has applied her taste and skills to an innate understanding of what exactly women want.
Born Josefina Almeda Cruz, the eldest of six children in a close-knit Filipino family, Josie Natori grew up surrounded by strong, supportive role models. Her earliest success was as a classical pianist performing a solo concert with the Manila Philharmonic Orchestra at nine. While working at Merrill Lynch as an investment banker she met her future husband, Ken Natori, managing director at Smith Barney. After a few years in the corporate world Josie Natori was ready to move on to something more creative. “I just wasn't challenged anymore. I knew there must be something else.”
An old friend sent her a variety of hand-embroidered clothing, including some blouses that Josie Natori took to a buyer at Bloomingdale's. When the buyer suggested lengthening them and turning them into nightshirts, an empire was born. Boldly she quit her job, and set up shop in her living room. Within a few years she was working out of an 11,000-square-foot loft on 34th street, complete with a showroom and sample and design workspaces. Josie Natori intuitively understood what was missing from the lingerie market, and her confidence grew with her success.