Natalie Howe: the DÉ-COLLE-TÉ woman

Jewellery designer and fitness enthusiast Natalie Howe is a bold, confident woman of faith whose personality is reflected in her lifestyle.

The “creative solopreneur with an entrepreneurial mind-set,” as she describes herself is the owner of DÉ-COLLE-TÉ by Natalie Howe, a company that creates colourful, hand-made neck pieces. She also enjoys adventure races, trail runs, road races, and weight training.

“I am a dragon boat athlete, a personal trainer, group fitness instructor and TRX instructor by certification. Natalie Howe is every woman!” the 39-year-old told WMN.

TRX, total resistance exercises, refers to a specialised form of suspension training.

“Fitness is my first passion. It is a lifestyle. It is just one of the eight pillars of wellness that I subscribe to. I believe in holism and that being physically healthy is just as important as nutritional, emotional, social, spiritual, intellectual, financial, and environmental health. All these parts are in intimate interconnection, such that they cannot exist independently.”

Her love for creating jewellery runs a close second and she credits her ability to stay on the path despite all the challenges to her first love.

“Apart from the benefits in overall health, it (fitness) teaches me discipline, forces me to be bold when I need to, teaches me to become a better leader, among other things. Without fitness, this DÉ-COLLE-TÉ journey would have long expired.”

Her jewellery pieces are inspired by Afro-Caribbean identity, and she lists Education Minister Dr Nyan Gadsby-Dolly as one of her many customers who embraces that identity.

“The Honourable Minister has a number of pieces in her possession. I love her style. She is the epitome of a DÉ-COLLE-TÉ woman.

But although women is her niche target market, her collection includes a few unisex pieces for the men who follow the brand.

DÉ-COLLE-TÉ, she explained, is French for “low and plunging neckline and hence the brand is primarily represented by its handmade signature statement necklaces.”

Special attention was placed on the name because she wanted the brand to stand out with women.

“The conduit through which they feel empowered, bold and confident in the value of their presence.”

The pieces are primarily fabric accessories that draw from the colour and vibrancy of the Caribbean – people, climate and culture – and the patterns and fabrics from the African heritage. She uses a mixture of authentic Kente and Ankara printed fabrics as well as imported inspired prints.

“All of these inspirations coalesce to create the aesthetic that is DÉ-COLLE-TÉ by Natalie Howe.” But the pieces are not always solely her creations.

“Customers are free to have an input on the item I am creating for them."

Howe said although she considers herself a creative person, designing and making jewellery were never really in her plan. In August 2017, the former health safety and environmental adviser needed something to accentuate her neckline for an event. She had the tools and material and created her first hand-made piece.

“So, three years ago, the skill basically fell in my lap.”

The experience made her realise that she was underutilising her potential.

“I actually felt like I disrespected God by not putting His invested potential to good use. It cleared my perspective on life and there was no turning back. It was most certainly a leap of faith.”

One week later, with no formal training in the art form, the brand was created and pieces were available for retail.

“The decision to create more for retail clearly wasn’t my idea,” she chuckled.

And although it is now her main source of income, she does not consider herself a full-time entrepreneur.

“Admittedly, all my ducks are not quite in a row yet…I am still figuring things out as I traverse the hills and valleys of this journey.”

Prior to the restrictions brought on by the covid19 pandemic, Howe operated out of a space at Golden Doors Plaza, Port of Spain. Now, sales are facilitated online through her social media pages and a few e-commerce websites.

“The pandemic forced a business decision for my host and owners of the store to pivot and direct more attention to the online clientele. It was a rough period for my brand, however, I realise that quite a number of people have now adapted to the new normal and have adapted to shopping online.”

She has, however, continued sales at a physical space located at Port Mall, Tobago.

The pandemic has also forced her to make changes to the way she treats with her fitness goals and commitments.

“Pre-pandemic, I was a regular at the gym and also attended mandatory dragon boat training sessions four days for the week. Due to the restrictions, all this has stopped.”

She now trains at home in her backyard, where she does not have to wear a mask.

“However, when I train private clients we wear masks or shields and do exercises which will allow us to maintain our social distances. Yes, it is debilitating and occlusive, however, we are all aware that we need to do our part.”

She refuses to allow covid19 to stunt her growth in any aspect of her life, though.

DÉ-COLLE-TÉ, she said, is at a pivotal point with many avenues for growth.

“At present I am building a business model that is sustainable. Being a solopreneur is not. Time is consumed so quickly when as the business owner, you are responsible for doing everything. It is my intention to get a small team of persons involved in the business so that there is diversification of the product offerings.”

Her fitness goal for the rest of 2020 is to lose about five “covid pounds” and tone up.

“Being a jewellery designer, I am usually sitting for long hours. This has totally messed me up. I have to now focus on strengthening my core, glutes, hips and lower back. Staying consistent for the rest of 2020 is a goal which I have set for myself.”

Follow DÉ-COLLE-TÉ by Natalie Howe on Facebook and Instagram, WhatsApp 331-0603, email natalie.howe@gmail.com or visit ecaribbeanonline.com, plantingseedscaribbean.com,
shopcaribe.com
.