While on a Bali holiday 15 years ago, Natalie and her husband Ben Nothling hit upon the idea of making a fashionable shoe Australian women could feel comfortable wearing from the moment they hit the beach until arriving home from dinner.
Today that light-bulb moment has evolved into an international money-spinner embraced by celebrities from Dannii and Kylie Minogue, to Shelley Craft and former Miss Universe Australia Renae Ayris, to name just a few.
From humble beginnings, Natalie’s Holster line is now the world’s leading jellies footwear brand, stocked in over 2500 stores and boutiques world-wide.
Renowned for its striking A-grade embellishments and superior quality, Holster shoes are flying off the shelves of Harrods, Harvey Nichols, Selfridges, and closer to home at David Jones, among many others, and online.
To find out more about Natalie’s secrets to her incredible success, The Carousel caught up with the busy home office-based dynamo between bush walks and stand-up paddling excursions on the gorgeous Noosa River.
Tell us how you got started in your business.
NM: “In 2001, my husband, Ben, and I were on vacation in Bali. I love the colours of life there — the flowers, fabrics and embellishments — but I struggled to find a pair of shoes to accompany several outfits even though I was in the heart of the Bali shopping precinct. We felt there was an opportunity, both overseas and in Australia, to launch a fashion brand that provided glamorous designs in gorgeous colours to people of all shapes, sizes and personalities. We spent several years crafting shoes and sourcing the best manufacturer. Holster was launched in 2001 and has grown globally year on year”.
What’s the fashion philosophy behind holster®
NM: “Initially I just wanted the perfect pair of shoes that would take me stylishly, yet comfortably, from day to night all year long – every girl’s dream!” smiles Natalie. “But holster’s philosophy is more than just that. It inherently stems from our vision of the holster woman who exudes that ethereal mix of down-to-earth glamour, romanticism and spirit. She embraces days of sparkling sand, calm waters and relaxed sunsets”. Referring to each collection, Natalie explains, “I am obsessed with tropical islands, fresh air, colour and everything summer… these elements of Mother Nature are reflected in every holster® design”.
Holster® is renowned for stunning embellishments adorning colourful flats, wedges and espadrilles. Natalie adds, “When you slip on a pair of holsters, you will feel like you are on an instant vacation in paradise”.
How has the company grown.
NM: “Since our Noosa beginnings 15 years ago, holster® shoes are sold in over 60 countries and 2500 stores worldwide. As well as our flagship store at Noosa, our main stockists within Australia are David Jones, the holster online store and hundreds of independents Australia wide. Overseas, UK retail giants Harvey Nichols, Harrods, Russell & Bromley, Selfridges and Fenwicks have stocked our collections since 2009. We have standalone stores in South Africa with more in the pipeline. We are heavily expanding into the USA and China this year too.
What are your own personal fashion style tips.
NM: “Selecting colours that complement your skin and eye colour will always guarantee a great look. Personally, I take inspiration from the beaches of Australia, Europe and the Caribbean, so for a pop of colour I generally gravitate toward jewelled tones like turquoise and opal, which I often transfer into holster® collections. A bright shoe, scarf or handbag can be all you need to elevate an outfit to the next level. I love effortlessly comfortable fashion. On casual days you’ll find me wearing my signature holster® neutrals in champagne, black or white. Wearing clothes and footwear that complement your unique body shape and personal style is also key. Overall, it’s about feeling good about yourself – that’s my best fashion tip!”
You live in Noosa and must be influenced by the sunny outdoors. Tell us about a typical day in your life.
NM: “Ben and I have two small children, so our early mornings are spent together as a family. During the week, I work from my home office juggling multiple brand deadlines, monitoring sales and communicating closely with the holster team. On days where I’m not working, you can find me escaping to the Noosa north shore, which is close to our home. We go on bush walks or hang out at the beach with the kids. Ben and I also love stand-up paddling along the Noosa River – it’s the perfect way to unwind from a stressful week at work. We also have an appreciation for the amazing fresh produce we buy from the weekly Noosa Farmer’s Markets, so craft it into all kinds of delicious meals for the week ahead. As a special treat, I enjoy a glass of Rosé on the weekend while watching our breathtaking Noosa sunset“.
Who inspires you and why.
NM: “My parents always encouraged me to follow my heart and be true to myself. The strength they have instilled in me all my life has helped guide me to where I am now. I’m also inspired by designers and people I meet in my travels whose imagination is revealed in their art, fashion and style. Ben, my husband, inspires me daily – his commitment to the highest standards are unsurpassed. I love his vision for the future and lust for life. And my children — their unabashed glee at play is so animated and active. It keeps me on my toes and excited to design more children’s shoes!
What’s the plan for Holster moving forward
NM: ”We are constantly pushing the boundaries, in both design and the technical elements of holster® footwear to take the brand further than ever before. Recently, we added fashion sneakers to both the ladies and children’s collections, which are selling really well, so are excited to expand this category. holster® is continuing to grow globally. International markets are clamouring to stock our shoes in their stores — they know we are a trusted Australian-owned and designed footwear label committed to foot health. This year the focus is on conquering markets in the USA and China. We’ll be stocked at independent retailers in Florida, North Carolina, California and other coastal locations, and in the largest multi-brand footwear retailer in China, which is a major coup for holster. Ultimately, our number one focus is to be the world’s must-have summer footwear brand for ladies and children”.
Shop Australia’s must-have footwear brand. Visit the holster® website
