Natalie Jones | Founder of Hidden Lingerie

Natalie Founder of Canadian Label Hidden Lingerie

Natalie is the founder of hidden lingerie, a brand that emerged from her struggle with Crohn's at a young age. She's inspired by Spain and Colombia, dreams of going on an African safari, and is passionate about the cause, Girls with Guts. Read on to find out more about this inspiring woman!


How do you describe what you do?

I am the founder, CEO and designer of hidden, a Canadian based handcrafted lingerie line.


How did you get your idea for the brand?

I was diagnosed with Crohn’s Disease when I was 19. From trying multiple medications to surgery to remove part of my intestine, it’s been a tough road. Through this time, I noticed there weren’t any comfortable or cute intimates I could wear all day. So, with my background in Fashion Business and a love of designing and creating, I was inspired to start making my own! My Parkdale apartment soon became my design studio, trying to create the perfect bralette!


What would you say are the top three skills needed to become an entrepreneur?

I would say adaptability, persistence and a passion for what you do!


Is there a career (or personal) accomplishment you’re proud of?

The first sale I got online (that wasn’t family or friends). It made me so happy that someone wanted to wear a garment I created. Honestly, every time I get a sale now, I have the same feeling. It’s the best feeling ever!


Where is your favourite destination in the world?

That is so difficult! I have travelled to so many wonderful places over the years, but if I had to narrow it down I’d say Malta, Vietnam and Guatemala would definitely be up there!


Which country have you traveled to that inspired you most? 

Colombia and Spain. I travelled to both countries before launching my brand and fell completely in love. The architecture, the history, the colours, the food - just incredible. That is also why I have three styles named after cities in these countries.


Is there an adventure that changed your life?

I moved to France for a year when I was 18 years old. The trip was a huge eye-opener to me. I was immersed into a different culture, a new language and fresh outlook on my future. That adventure definitely changed the path of my life. I don’t think I would be doing what I am if it wasn’t for that experience.


What’s an adventure you’re excited to take?

I can’t wait to go on an African safari. 


What’s your favourite way to recharge/relax? 

Having a bubble bath with candles and a glass of wine - my fav!


What’s your favourite way to stay active?

I love going on runs! Especially this time of year. The autumn air is so crisp and fresh. There’s no better way to clear your mind.


Is there a book that’s changed your life?

Shoe Dog, the memoir by Nike co-founder Phil Knight.


Is there a cause you’re passionate about?

Yes, Girls With Guts; an organization that supports and empowers women with inflammatory bowel disease (Crohn’s disease & ulcerative colitis) and/or ostomies. We donate a portion of sales to them.


Do you have a piece of jewelry that’s sentimental to you? 

I have a couple: my engagement ring from my husband, a cactus ring I bought for myself in Indonesia and a gold bracelet that me, my two sisters and mom have.


Jewelry Lightning Round:

Silver or Gold? Both!

Chunky or Dainty? Dainty

Chain necklace or pendant necklace? Chain necklace

Huggies or oversized hoops? I actually don’t have my ears pierced anymore.

Signet ring or stacking ring? Stacking ring


Where can people find you?

IG - @hiddenthelabel 


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