As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Natalie West.
Natalie West is trained in industrial design, worked as a carpenter, built furniture, flipped houses, had a successful corporate career, and raised a son on her own, all while moving through whatever jobs kept the lights on. For Natalie, life wasn’t about building a brand; it was about solving real problems, doing what’s needed, and refusing to compromise her standards, whether in her work or her closet.
Ellie Arbee was born the day Natalie realized nothing in her wardrobe could keep up with her schedule. She needed clothing that could move from a professional setting to the golf course without a costume change, that was structured, comfortable, and respected the reality of women’s lives. So she built it from the ground up, collaborating with local pattern makers and manufacturers to create refined, American-made capsule pieces that hold their shape through everything a day demands.
Natalie’s approach isn’t about chasing trends or scale. She believes in restraint, utility, and designing only what’s essential, beautifully, honestly, and always with respect for the women who wear it. Her goal isn’t to go viral, but to create clothing that empowers women to move, lead, and return to themselves, without apology or compromise.
She leads Ellie Arbee from a studio above her Colorado barn, crafting each piece with the same discipline and intention that’s shaped her life. For Natalie, fashion isn’t the story; the women who wear it are.
In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.
What inspired your leap into entrepreneurship, and what personal experiences sparked the idea behind your current venture?
I didn’t set out to build a fashion brand; I set out to solve a problem. After a day moving from meetings to a round of golf, I realized what was missing: clothing that could carry me through it all without compromise. I didn’t want to change outfits in my car or wear clothes that signaled only one version of who I was. So I built it.
What core problem does your business solve, particularly for women or underserved communities—and how does your approach stand out in today’s competitive space?
Most capsule wardrobes are made with restrictive fabrics and are unrealistic for maximum versatility. Ellie Arbee was born from lived friction: too many roles, not enough time, and zero interest in compromising style for function. I make clothing for women who move, who go from boardrooms to golf courses to pickups, without needing a costume change. The approach is utility, restraint, and respect for the realities women navigate every day
What were some of the toughest obstacles you faced early in your journey as a woman entrepreneur, and how did you navigate through them?
I was a single mom at 20, a recession graduate, and worked every job that kept the lights on: law firm clerk, carpenter, builder. There was no safety net, just me, my kid, and whatever I could make work. Most days, the real win was not quitting
When the going gets tough, what keeps you grounded and motivated to keep pushing forward?
There is a saying I heard recently that resonated with me on how I intrinsically operate: Post Traumatic Growth. Basically, cut off my head I grow two back – stronger, fiercer, better, and always with more knowledge and wisdom. I simply don’t have it in me to wallow or dwell when things get tough. There is always a solution, and it’s probably not easy. It takes longer than you think, more work than you think, and with less people than you think.
What daily habits or non-negotiable routines help you stay focused, creatively energized, and balanced as a founder?
Water, sleep, movement, quality consumption (food, media, environment) – these are physical things that are basics for me. To start my day I think about what is essential, and then focus on that. If I am stuck, I have a simple practice I learned from Neil Pasricha whereas I write down three things in the morning: Today I …1. Am Grateful for, 2. Will focus on, 3. Will let go of. It’s the most simple yet effective form of reframing I have found for myself.
What’s been the most effective growth lever for expanding your customer base?
I sell 95% of my product in person. I’m still the secret ingredient. But I have brought on a small select sales team to inject Ellie Arbee on my behalf. This and the personal touches have been the largest success for growth and word of mouth referral.
What branding or marketing decision had the biggest impact in elevating your business and building trust with your audience?
The Branding alone has been a trust-building emblem and symbol. The woman who did my branding is one of the best designers I’ve ever met. She Instantaneously was able to convey sophistication, trust, luxury, and sport. Aside from that, the product and the customer care speaks for itself. One woman sent a note stating that her jumpsuit was the most quality built piece she had seen since her wedding dress 30 years ago. If that doesn’t build trust, I don’t know what would.
How do you personally define success—not just as a business owner, but as a woman living a purpose-driven life?
I don’t need to be the biggest, loudest, or fastest. I strive to have 1,000 true fans whose lives are better because of what I’ve built, that’s success. I design for enough, not for infinite scale. It’s about the journey and making good products with integrity
Can you share a mistake or misstep that taught you a lesson you still carry with you today?
When you’re an entrepreneur, everything is a new problem. So there is a constant learning/feedback loop that I carry around, and by having that loop handy, I would say it helps make more informed decisions and avoid mistakes. Early on, I followed my gut, which is a tool I would recommend for all entrepreneurs to use. The gut combined with mental model training is a superpower.
What’s your best advice for women just starting out—especially first-time entrepreneurs feeling overwhelmed or unsure of their next steps?
You don’t have to have a 10-year plan. Just make one clear decision at a time
How do you approach risk and innovation, especially when breaking new ground in a male-dominated or fast-changing industry?
I’m not here to prove anything to anyone. I build with integrity and let the work speak. I take the risk when the problem is worth solving and ignore the noise
If you lead a team, how do you foster a culture of trust, inclusivity, collaboration, and growth?
Our values are in the name itself: Ellie Arbee (LE + RB) Left Eye – Integrity, Self acceptance, honesty, looking at things through a different perspective, Right Brain – Be curious, be creative, and be healthy. I support and reward hardwork, honesty, and kindness. I live by 5 values of Honesty, Longevity, Equity, Courage and Kindness and that shows up in how I lead.
What are the top 5 mindset shifts or personal practices that helped you overcome self-doubt and grow your confidence as a woman entrepreneur?
- Honesty: radical self-integrity
- Directness: Be firm but fair
- Resilience: get up, adapt, keep going
- Intentionality: build for what’s enough, not attention
- Creativity: solve problems for what’s needed
If you could spark a global movement through your work, what would it be—and why is that mission meaningful to you?
Creating space for women to feel, without having to explain, adjust, or apologize. This isn’t about fashion; it’s about returning to yourself. The clothes are just the entry point
What’s a quote, philosophy, or guiding belief that shapes how you lead, create, and live every day?
I read a lot of Stoic philosophy, so I could spout out a bunch of those. But one of my favorites is “In the end, all that really matters is how we treat one another”. Kindness is the most simple form of humanity.
Where can our audience connect with you, explore your work, or follow your entrepreneurial journey online?
You can explore Ellie Arbee and follow my work at Ellie Arbee or connect on Instagram.
