Josie Natori: Living By Her Philosophy

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Josie Natori: Living By Her Philosophy
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In the Natori Company website, the Japanese word, natori, is defined as the “highest form of art.” The CEO and founder of the company, Josie Cruz Natori says, “Natori is my husband’s name, but it’s very much my philosophy. I’m always trying to find the perfect note.”

Josie Natori (born Josefina Almeda Cruz) is a renowned Filipina fashion designer who has built a 30-year old fashion empire in New York. She served as a commissioner on the White House Conference on Small Business and has received the Philippine Galleon Award from former President Corazon Aquino in 1998 for Natori’s initiative and success in promoting exports into world markets. In March 2007, she was awarded the Order of Lakandula, one of the highest civilian awards in the Philippines. A month later, in April, 2007, Josie received the “Peopling of America” Award from the Statue of Liberty - Ellis Island Foundation. On October 3, 2008, Bank of the Philippine Islands Director Zobel de Ayala and Labor Secretary Marianito Roque awarded Natori with yet another award -the 2008 BPInoy Award at the Makati Shangri-La Hotel.

Josie was born in the Philippines in 1947 and raised in a closely-knit Filipino family, surrounded by strong role models who instilled in her the importance of making her own way. “I’m lucky to come from a matriarchal society in which women are encouraged to be entrepreneurs,” says Natori, the oldest of six children. “My grandmother always said, ‘Don’t put yourself in a position where you have to depend on anyone.’ So there was never a question that I would go into business.”

Thus, even though Natori showed a natural affinity for the piano at an early age, performing a solo concert with the Manila Philharmonic Orchestra at age 9, she knew she was better suited to life not as an artist but as a businessperson. In 1964, at 17, she left Manila for New York, where she studied economics at Manhattanville College. Following graduation, she quickly ascended the corporate ladder, eventually landing at Merrill Lynch as the first female vice president of investment banking. By 1976, the rising Wall Street star had married Ken Natori, then managing director at Smith Barney, and given birth to her son, Kenneth, Jr. But Natori was restless. “The novelty of investment banking had begun to wear off,” she says. “I just wasn’t challenged anymore. I knew there must be something else.”

Josie then decided to start her own business, something that would tap the resources of her native Philippines. After considering a number of other entrepreneurial ventures, she started by selling blouses adorned with embroidery and appliques, a noted craft of the Philippines and one of its most popular exports. She switched to lingerie when a retailer suggested that she turn the blouses into a nightshirt. They were such a hit that within weeks, Natori had set up shop in her living room. Within a few years, she’d left Merrill Lynch and was working out of an 11,000-square-foot loft in midtown Manhattan. In 1985, Ken Natori left his position as a senior vice president of Shearson Lehman/American Express to become chairman of the company that bears his name.

Natori quickly expanded her lingerie collection to other product lines. In 1982,she introduced accessories like delicately appliqued boxes with mother-o’-pearl inlay, lingerie hosiery, travel bags, jewelry rolls, sachets, potpourri and lingerie wash. Also in 1982, she added a line of more casual, less expensive sleepwear called Natori II. Home furnishings like bed and bath linens, robes, wraps and towels were added in 1986. At the end of that year the company launched a line of fragrances called Body Applique which included eau de parfum, scented body lotion, bathing gel, body powder, body soap and fragrance candles. In the spring of 1990 the House of Natori expanded into a line of evening wear and separates consisting of negligees, peignoirs, camisoles and slippers.

Since the company launched in 1977, it grew at the rate of 25% per year, breaking even after its third year. Within a decade, the House of Natori was selling $25 million a year and employing nearly 700, including its New York design center, offices, showrooms and factories in the Philippines. The Natori Company now sells lingerie, sleepwear, loungewear, underwear and other high-end women’s fashion to upscale department stores in the US, and to at least 15 countries internationally. In addition to women’s clothing, the company is also in the home furnishings industry, and in May, 2008 signed a licensing deal to sell Natori perfume. The perfume is set to debut in the US in September 2009, with international distribution to follow.

Josie finds the craftsmanship, quality and handling of products superior in the Philippines, which is why she established a factory in the country to handle 50 percent of Natori Company’s production. “It is a combination of design and quality that you can’t get done elsewhere at those prices,” said Josie. She also attributes the Filipino craftsmanship to a native aesthetic sensibility and understanding.

Inspite of founding and building a multi-million dollar fashion company, Natori revealed that her greatest fulfillment lie somewhere else. “I love my work, but success in fashion is not enough. I want to be able to give something back, to make a difference in people’s lives. Only then will I feel as if I’ve accomplished something,” she said.

No wonder, Natori has involved herself in organizations that seek to reach out and help others in the community. The still very energetic Natori CEO sits on the Board of Trustees of the Asian Cultural Council; the Board of Directors of the Orchestra of St. Luke’s Hospital; and the Boards of the Philippine American Foundation and Women In Need Organization. She is also a member of the Council of Fashion Designers of America, the Committee of 200 and the Chairperson of The Women’s Forum for the Fashion and Design Council of the Philippines. (www.asianjournal.com)

(Published November 12, 2008 p.mgzn5 LAMDWK)

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