Today we’d like to introduce you to Natalie Koell.
Hi Natalie , it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Hey I’m Natalie and I own Made In Minn. I started this business after working in corporate for 14 years and experiencing severe postpartum depression after my second baby
I was really struggling. I went through therapy, medication, and journaling.Which then led me to pivot from corporate life to focus on myself, where I found a therapeutic outlet in embroidery.
To backtrack a little bit here, I attended the University of Minnesota. Go Gophers! 🙂 I got my degree in Business and Marketing Education and a minor in Business Management. I still go to so many events at the U including homecoming, football games, tailgating, walking down frat row. And so much more. Being a part of the alumni marketplace is also so much fun because I get to see fellow gophers wearing my gear at all of these events.
When I exited my corporate job I borrowed my grandma’s embroidery machine and just started messing around on it. I found myself mainly embroidering tea towels with an emphasis on my love for Minnesota. Shockingly, growth was rapid, and I was selling around 20 orders a day from Facebook Marketplace alone. I decided to start a business doing this and launched in July 2020, not really knowing what I was doing at all.
Regardless, things picked up quickly and Christmas of that year I sold out of tea towels.
The following months were a whirlwind with selling at the Minnesota State Fair in 2021 with my signature tea towels and my OG Minnesota crewneck sweatshirts. I would literally go home each night and embroider inventory for the next day.
That same year I started taking on custom orders and participated in multiple markets around the cities.
.My favorite weeks every year are at the State Fair. People always ask me, “are you so happy to be done?!” when the fair comes to an end, and truthfully NO I’m not. I love the fair. Yes I need to catch up on sleep, but I do secretly wish it was all year round. I absolutely love seeing fair-goers walk around in my hats especially. Last year was the first year that everywhere I turned, people were wearing Made In Minn, it was surreal.
Over the past almost 5 years now, I’ve expanded in ways I have never imagined. I’ve done nearly 50 markets, been featured in Star Tribune Holiday Gift Guide, appearances on Twin Cities Live, Minnesota Live, Good Day Fox 9, inside Minnesota Monthly Magazine, voted 2nd for best Minnesota apparel by Minnesota Parent, and wholesaling in 30+ different stores across the Twin Cities and into Wisconsin.
Just recently, we hit two large milestones. Due to year over year growth and keeping up with demand, we were no longer able to keep production in our home. Hello move to a warehouse space! Second was hitting 10K followers on our Instagram page.
So what’s next for this year? I want to expand into more wholesale accounts, get my OWN booth at the state fair!!! There may be a potential rebrand in the works. More to come on that!
Addtl notes:
What I love about MN: I love being on the lake – on the water – and soaking up the sun. (I’m Not super outdoorsy unless my kiddos are pulling me on a hike). I love the four seasons of MN – this may sound bland, but hear me out: I’m not a fan of the freezing cold and long winters – ha – but it’s about the changes of scenery, activity, pace of life that comes with each season in MN that I adore.
Words for a start up:
Just DO IT. Start. The biggest risk is not taking the leap. Network with other local makers, bakers, vendors. Go to markets. Shop. See what’s out there and what attracts you. I never sat down and said to myself, what business could I create. My life through anxiety and depression and taking a pause on life shaped my future drive and passion for doing something more. Using the creative side of my brain. You don’t go to work a day of your life if you love what you do.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Ups and downs! But that’s what makes this a business. As challenges arise, we have to pivot. It’s stressful and fun.
Keeping heads down and focus while being a mom to 3 kiddos, going through and coming out of postpartum anxiety/depression, being pregnant/having a baby at home, and being a mom to a neurodivergent kiddo.
I started embroidering all pieces and after the first year at the MN state fair, production challenges nearly crushed me! I would get inventory updates at 9pm and have to be on the fairgrounds by 7am the next morning with a full restock.
Through our expansion, we are continuosly bringing on new partners to help with different aspects of the business. From production to marketing to branding to general business planning an organization.
Can you tell our readers more about what you do and what you think sets you apart from others?
We provide locals with Minnesota themed apparel that contain designs that are classic, timeless, and minimal. We specialize in practical and cozy embroidered pieces but also decorate via other mediums as well. We are not your typical “Up North” woodsy brand (though we do use a loon in a few of our pieces). We stay away from lumberjack plaid and lean into classic fonts and designs, which most include Minnesota. Our clients typically reside in MN, previously lived in MN, or are visiting MN, and are proud to wear are apparel on the daily, to sporting events, on the lake, etc.
On the flip side, I design and sell fun, funky, a bit sassy hats and apparel for the MN State Fair. These are a bit off my standard path but fully embrace my deep roots and passion for the state fair. These pieces are head turners and are worn across the State Fair grounds. Cannot wait to share our new line up for the 2025 state fair!
Can you talk to us about how you think about risk?
I’m not a risk taker! I don’t think it’s a bad thing. I know myself and I am a slow and steady gal that can and will jump on current events/trends as I see fit (ie. launching: a Back The Blue / Heroes in Red fundraising campaign where we sold 40K+ in apparel and Timberwolves Bring Ya Ass apparel during playoffs last year.
Contact Info:
- Website: https://www.made-in-minn.com
- Instagram: https://www.instagram.com/made_in_minn/
- Facebook: https://www.facebook.com/madeinminn
- LinkedIn: https://www.linkedin.com/in/nataliemolinaro/
