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Meet Natalie Maddon of Solstice Intimates in Tempe

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Today we’d like to introduce you to Natalie Maddon.

Natalie, please share your story with us. How did you get to where you are today?
Solstice started in my kitchen on a whim almost two years ago. I worked a desk job in finance for nearly ten years and I was bored. I was spending entirely too much money on lingerie and decided to give it a shot and make myself a bralette. It was pretty damn cute! My husband is a fashion photographer and he took some photos of me wearing it and everyone wanted it. So I took some time to figure out sizing, adjustability, and ways to make them better quality. I basically forced every woman that came into my home to let me measure and fit them. I started with just three styles: bralette, bodysuit, and high-waisted underwear. I sold some through my Instagram for a few weeks and realized that maybe I should start a website to make the process easier. I launched the site and the first day I had like 50 orders. I was pretty mind blown by that but was confident that I could fill orders in my free time after I came home from my very comfortable, stable 9-5 job. Within a month it was impossible to do both. I had to make a very uncomfortable choice. I am a very practical mother of two and the leap of self-employment was terrifying. With the encouragement (force) of my family and friends I dove in and I will never look back.

Has it been a smooth road?
A majority of my life paths have been more along the theme of turbulent, rocky, and somewhat of a struggle. I tend to see the smooth roads and think “that is just not my path”. Once I accepted that I deserve the smooth road, it kind of just showed up for me. Solstice took off like wildfire and I am just letting it happen instead of fighting it. I am learning as I go. I have an army of support behind me. Most of my struggles stem from my own insatiable drive to make everyone happy. I will work myself to near death before I give in and lay on my couch to binge watch Sex in the City (my favorite show).

So let’s switch gears a bit and go into the Solstice Intimates story. Tell us more about the business.
When I first started Solstice, it was just underwear for me. When the emails started coming in from customers telling me stories of their struggle with body image and acceptance and how these pieces made them feel empowered and beautiful, something changed for me. I realized it is not just underwear, it is a way I can connect with another human and uplift their spirit. I realized that these woman feel beautiful in something that I created and I do not take that aspect of design lightly. Each piece is created with great consideration on how it will enhance the form. I always stick to my original three designs and just embellish and make minor adjustments but it is important to me that when people look at something I made, they know it is Solstice. One of the main thing that sets us apart is our photography. My husband, Joseph Maddon creates our brand image. The photos are relatable and people want to be a part of the world that he has created for us.

How do you think the industry will change over the next decade?
Lingerie is different from any other clothing, it is more personal. It is an inward confidence more than an outward expression. In the first year of business I was pretty shocked when I realized women were wearing their underwear as outerwear. I started being tagged in festival photos of women wearing their Solstice as actual clothes. That was when I started adding embroidery and styles that leave additional clothing as optional rather than essential. I started making stage pieces for musicians and other performer and that has really expanded my perspective and my skills.

Contact Info:


Image Credit:
Joseph Maddon Photography

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