Page 30
Natalia Barbieri and Jennifer Portman
Interview & Words Bethany Boyo
What can we say about Natalia Barbieri and Jennifer Portman, both international businesswomen with a flair for fashion, their brand Bionda Castana, is taking the industry by storm. Starting out in the corporate world, the duo soon realised that they both had an acute passion for accessories and took a leap of faith to begin again. Creating a footwear brand worn by the likes of Kiera Knightley, Alexa Chung, Kate Bosworth and many more, the brand has become a household name around the world. WOTC catches up with both of these amazing women to gain insight into the question on everyone’s mind at the moment ‘how do you work from home successfully?’
Coming from entrepreneurial backgrounds, growing up both Natalia and Jennifer developed an innate sense of business, so it’s no surprise that they both decided to leave their city jobs to pursue starting a footwear brand. Their love for fashion was inevitable when surrounded by creativity and being inspired by family and their environment. In 2007, making use of their work bonuses, the pair embarked on a journey many failed to begin, learning through research and risk taking that they were stronger together, making their partnership a strong one. “When you meet someone that has similar traits to you grab them.” Much like building anything from the ground up sacrifices had to be made in order for them to achieve their dream. “What can I afford to lose, if this doesn’t go my way and what stories can I tell if it does?"
Fast forward to 2020, the most unpredictable year so far for any business, especially in the luxury sector, Natalia and Jennifer shed light on how Bionda Castana has fared through a season that has seen many brands close up shop. Being a direct to consumer brand that gains traction through social media and mainly digital channels, knowing how to keep the conversation going online was a difficult task causing a break in the conversation with customers. “It was very difficult to know what to speak about, in a time where there were more important things to speak about. Talking about accessories at that time seemed off and irrelevant.”The brand focused on updating their followers with the situation on ground in countries like Italy one of the worst hits, showing that they were standing with their followers in the time of crisis. Although the crisis is still not completely abated, the brand has seen a massive increase in sales in spring through multiple digital opportunities, as many people began to see the light at the end of the long tunnel that was lockdown.
As a made-to-order footwear brand, keeping inspired whilst working from home can be a tall order to fill, but not for Natalia and Jennifer. Honing in on the fact that fashion and accessories to them are much more than designs and items, but forms of art and inspiration a natural reflex having experienced it over the years. The pair tend to look more commercially at their designs, which consists of signature bestsellers, prints and focuses on the woman behind the shoe. It seems that for the dynamic duo teamwork does in fact make the dream work. Natalia describes working from home easy as long as you prioritise your day and remember that though you’re working from home you must take breaks. Whilst Jennifer reflects on the fact that being able to see her family more than before has allowed her to embrace working from home. Although they both share mixed reviews surrounding working from home, it seems that they both agree on one key thing which is joining a wider community in the industry. “Remind yourself of who you are, and what you do. Join a community of like-minded people. A lot of big companies want to give back by giving knowledge. ”Technology seems to have helped the pair do this more successfully with tools such as skype and zoom available and at their disposal, Natalia told WOTC "who knew Zoom was a thing eh!”
Dressing up to start the day working from home has become a task which many women have abandoned. However, Natalia and Jennifer believe that it’s important to dress up to start the day. “I think it’s important to get ready, especially for a woman that means a lot.”Depending a lot on personal style and even the weather dressing up to work from home can be creative and also fun! “A bit of lipstick does help the mood; it makes you feel better.” Jennifer ends with telling WOTC “without dressing up you just don’t feel yourself.”
The partnership between Natalia and Jennifer is admirable, bouncing off each other it's immediately noticeable that the comradery between the two is out of this world! Working from home hasn’t diminished that in any way. Both are still stylishly dressed and sport smiles all the way through the catch up, making it visible to see the reason why customers fall in love with Bionda Castana products. The story behind the brand is an inspiring one, two friends on a journey to accomplish one goal. It will be exciting to see what Natalia and Jennifer achieve over the coming years, working from home or not!
