Natalie Beach - Owner, Kitchen Envy
Ever since she can remember, Natalie has had an eye for detail and keen interest in running the show. Today, she has a full plate of entrepreneurial life, and handles any and all operations for her small biz: Kitchen Envy, an award-winning design studio specializing in custom cabinetry, design solutions and installation services for the entire home. She spends her days working with clients to make their dream space come to life, and she wouldn’t have it any other way.
The Basics:
Hometown: Patchogue, NY
Current city: Neptune Beach, FL
Alma mater: Suny Oneonta
Degree: B.S., Business Economics
Very first job: Bagel Patch, Long Island
Hustle: Owner, Kitchen Envy, Inc.
The Interests:
Babe you admire and why?
Viola Davis worked her ass off to get to where she is today. In her early life, she lived in poverty and dysfunction but still found a way to rise to the top and not only become one of the most amazing actresses ever, but an incredible person as well. Viola’s work with the Hunger Is campaign (to help eradicate childhood hunger across America), and the Vaseline Healing Project (to provide dermatological care to help heal the skin of those affected by poverty around the world) are making significant impacts. I aspire to be more like Viola.
Do you have a favorite after-hours hobby?
I love to meet up with friends for food, drinks and laughs. Laughing is a great way for me to decompress and not take myself too seriously.
Best way to start (or end) the day for you?
I like to start my day early while everyone is still asleep. With a cup of coffee and my pup in my lap, I’m able to plan out my day and go through my emails. I am most productive before the phone starts ringing and the office starts buzzing. The best way to end the day is with a glass of MOHUA—a Sauvignon blanc from New Zealand.
Do you have a go-to pump-up playlist?
Going out and getting pumped up, I listen to hip hop or rap with the bass turned up. While focusing on design work, I listen to classical music which helps me concentrate on details (a lot of what we do comes down to critical measurements). Daily tasks call for Citizen Cope or The Weekend.
The Hustle:
Tell us about your hustle, providing a summary of your roles and the work you do daily.
I’m a designer to my clients, a boss and team member to my employees, a role model to my kids and an equal to my husband. I spend my days (and many nights) juggling them all. Being a small business owner means I wear many hats, from ordering product, designing, taking measurements and giving presentations, to managing my website and Instagram, and making sure dinners on the table—usually prepared by someone else. It’s all in a day’s work.
How have your past professional and academic experiences and lessons prepared (and/or not prepared) you for the work you do today?
Everything I’ve done prior to owning my business has prepared me for owning Kitchen Envy. Working in the service industry trains you for life. I‘m talking simple food service, from making sandwiches and bagels to waiting or bartending. You learn how to give excellent customer service, but more importantly, it teaches you how to work and wait on different types of people. I started college as a chemistry major but switched to business economics. At the time, I thought science and math were a waste of my time, but what I do today is a combination of science, math, customer service and design. After college I sold electronic components and learned a lot about engineering and specifying products. All these skills and experiences have become an integral part of being an excellent kitchen and bath designer. I “engineer” spaces down to one-sixteenth of an inch, and I study every appliance spec to ensure a safe fit. The pièce de résistance, custom cabinetry design, is an exacting science. Things need to fit, appliances need to open and operate correctly and we need to ensure that a client has a thoughtful space that caters to how they live. There are so many details and ‘got-yas’ in this industry that you can be excellent at what you do but still make mistakes. At the end of the day, having experience, learning from mistakes, and quick-thinking is so important.
What about interior design sparked your interest? How’d you establish yourself as a pro?
It’s funny—I sometimes joke that my gift is my curse, and my curse is my gift. Even as a child I would always find the one thing that was out of place or that could be better with a simple change. I felt bad judging things visually. Then someone explained to me that this ‘curse’ is a gift––and that someday, I could be paid to put my skills to use.
What inspires your design and decor style? How do you stay on top of industry trends?
I’m such a visual creature––anything I see can inspire my design or décor style. I take cues from fashion, furniture or other kitchen designs and try to build upon that. I constantly try to develop my design skills by studying things I don’t know how to do, and then try to implement it in future designs. I also reach out to others in the design/construction industry to find out the best way to achieve a particular look.
How do you set yourself and your work apart in a competitive industry—locally and beyond?
I’ve learned that there will always be someone smarter, prettier, richer, or more creative, so I don’t try to compete. I focus on being the best version of me and I let the work speak for itself. When things get cloudy or confusing, I go back to the basics. I am a kitchen and bath designer and I’ve been hired to help a client build a space of their dreams. It’s as simple as that. Then I have clarity on how to move forward.
How has being a woman impacted your professional experiences? What can we collectively do to support and empower women in your industry today?
Being a woman in a male-dominated construction industry means having to prove myself over and over. We as women need to collectively reassure ourselves that we know our business. We need to encourage our daughters and female friends to speak up and not fear asking questions.
Did you always know you wanted to work for yourself? What would you say are some of the pros and cons of entrepreneurial life?
Growing up, I didn’t know the possibilities––but I do remember that when everyone was playing house or doctor, I was playing business owner. I had an old portfolio of my dad’s, and I made my own business cards. I would go to my parents or relatives selling a product. I guess it was destined to happen.
Owning your own business is no small feat, and having the right people around you can make all the difference. How did you go about building and retaining your team?
Getting where I am today could not have happened without the love and support of my husband and family, who sacrificed in many ways so I could live this life I love. Kristin Pollard, Christy Evans and Rachael Wnuk—who helped me build Kitchen Envy very early on—were integral in getting the business off the ground. These women believed in me and worked their asses off to help Kitchen Envy grow to what it is today. They were part of the original pioneers who’ve gone on to do other amazing things in their life, and I appreciate them so much. Now after ten years, I have an amazingly talented team. Some talents were developed here by focusing and pushing themselves to the next level, and others heard the buzz and wanted to be part of our success. Our core designers are Jacqui Burns, Chuck Womack and Patricia Kozack.
What’s one thing you’re proud to have accomplished in your career thus far?
I am proud to say that with $5,000 and a dream, I built this business into a 1.5 million-dollar company with expected sales of $2M in 2021. I not only provide for my family, I’m now responsible for providing for other families as well. My company supports five designers, an office manager, three installers, and we subcontract several other trades as well.
What are three things that every business should have and are worth the investment?
A bookkeeper, the best technology you can afford, and the most talented staff you can find.
Are you involved with any other careers, side projects or organizations? If so, how do you balance this alongside your day-to-day responsibilities?
I would love to be able to have time for additional activities, but when you’re growing a business, any time leftover goes back into the business. What little time I have I spend with my friends or family. It’s a sacrifice to build and run a business, and that’s why it’s so important to really love what you do. I love coming to work, and even though I have to say ‘no’ to some things outside of work, the pure passion I have for this company keeps me motivated.
How do you rest, recharge, and find inspiration?
There is little rest. I recharge when I spend time with friends or family, and I find inspiration everywhere I look. Creating a client’s dream space, hearing their backstory, understanding their design dilemma, and then navigating a one-of-a-kind design… there’s nothing more satisfying or rewarding than seeing a space come to life.
Career and/or life advice for other babes (both inside and outside of your industry)?
Don’t choose a job or career based on money or other people’s expectations. That’s a big mistake that people don’t realize until much later in life. Figure out what you love to do, how you want to spend your time, and what really makes you smile. That’s what you should be doing! When you can figure out how to do what you love and earn a living, you’ve found the secret to success.
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