Bold, Brave and Playful - The Story of Naudic
The story of Naudic from our founder, Emma Puttick. A story, beginning in 2008, inspired by a love for fashion and travel.
Naudic's journey has unfolded serendipitously, sparked when I was a university student and had to make my own clothes. Once I graduated and went to London, this was the city whose eclectic blend of culture and art resonated deeply with me, and gradually evolved into a brand, years later, because initially I was pursuing a career in science.
How It All Began
Naudic’s creator Emma Puttick began her love affair with fashion well before then. She was working in London (as a scientist, no less!), the bohemian styles of the Portobello Road markets were where she first got the taste of what has become the Naudic look.
I was inspired to start Naudic by my passion for combining vibrant colours and patterns, along with a connection to beautiful fabrics and textiles. This led me to create an inclusive brand that is not only affordable and authentic but also showcases the beauty of these elements in every stitch and fabrication.
My time in London was pivotal, particularly my encounters with bohemian styles at Portobello Road markets and the vintage recycling scene at Camden markets. Those Saturdays spent rummaging through second-hand stores, piecing together unique finds, ignited a creative spark that eventually transformed into a dream of turning this passion into a business.
My travels have been the catalyst in shaping the brand, as they allow me to immerse myself in art, culture, and vibrant street life. Observing people in joyful environments and seeing what they wear when they're happy has been inspiring. I believe that colour has a profound impact on our mood, and this has shaped and influenced the aesthetic and ethos of Naudic collections.
The Journey
From that first simple line of cotton embroideries has grown a vibrant, global brand that has gained a cult following from Australia and New Zealand to South Africa and the USA – and beyond.
Naudic's journey began with a small collection of three styles, two tops, Kingscliff and Kingfisher, matched with the Olivia skirt. Over time, the brand has evolved. Today, Naudic proudly releases a curated collection every month, showcasing both its main brand and Vintage by Naudic. Each collection highlights new styles alongside customer favourites, all in fresh prints, new fabrics and embroideries. This monthly release strategy allows Naudic to continuously innovate and cater to its loyal customer base while introducing exciting new design.
Challenges We Faced
As Naudic expanded, several key challenges emerged. One of the most significant hurdles was maintaining the brand's signature look and feel while staying current and fresh in an ever-evolving fashion landscape. The fashion industry is notoriously demanding, with tastes constantly shifting. However, Naudic has successfully carved out its niche and cultivated a loyal and growing fan base.
Another major challenge was moving from a traditional business model to a digital one. This shift required significant adaptability. Despite the difficulties, embracing these challenges has been a driving force for inspiration and growth, allowing Naudic to thrive in a rapidly changing market.
Naudic's transformation from its start-up phase in cotton embroideries to a global brand was by selling face to face to new accounts. Initially, we focused on participating in trade shows to open up wholesale accounts. The United States and South Africa were among its largest wholesale markets until the pandemic and this closed down, we have now embraced e-commerce and digital marketing to reach our audience.
Our Mission & Purpose
Each collection has radiated the joy of feeling truly alive. This passion and freedom is so clear in each season of Naudic as a result of its creator and designer; Emma, sourcing all inspiration through her own travels.
The joy and freedom in creating each collection comes alive when I can choose vibrant colours and playful prints. Adding special touches like trims and embroideries is where my passion truly shines. As someone who is deeply involved in the process, I love how colours can uplift and empower women and make them feel confident about themselves. The silhouettes are designed to be comfortable, allowing you to wear them all day while enjoying life to the fullest—whether that's exploring new places or simply being out and about.
Travel has broadened my perspective on how people live around the world, from Southern Europe to the Nordic countries. I'm inspired by the East, the design motifs, fabrications, and the limitless possibilities of hands-on design work. My eyes are constantly drawn to new things, which I then bring to each collection. I then share these stories with our Naudic community, drawing our fans into the narrative of what I see and where I’ve been.
Naudic's core values of boldness, fun, and wearability are intricately woven into every piece. Naudic is known for its bold cotton prints and funky embroideries, which add a playful touch to each garment. These vibrant elements ensure that every piece stands out, embodying the brand's bold and adventurous spirit. From our flowy maxi dresses to oversized tops, Naudic's designs are known for their eye-catching details that make a statement. The Naudic fans often are stopped and asked where did you get that. These pieces are designed to empower the wearer with confidence and style.
Where We Are Today & The Future
Over the past five years, Naudic's global reach has evolved significantly, particularly in terms of its transition from supplying brick-and-mortar stores to an online presence. Naudic's designs are now visible across several countries, including Australia, New Zealand, the USA, and Sweden.
With each new season and collection, Naudic is expanding its customer database. We are seeing a steady increase in the number of new customers interested in our brand's offerings. Naudic benefits from a very loyal customer community. Once customers engage with the brand, they tend to remain loyal for a long time. This is crucial for sustained growth and positive word-of-mouth.
Our Vision for the Future
The vision for Naudic is multifaceted and ambitious, focusing on both global expansion and transparent practices. We aim to expand our online presence worldwide, reaching a broader audience and establishing itself as a global brand. We aspire to be committed to inclusivity, mindfulness, and transparency in our operations. We also want to highlight the craftsmanship involved in our fabrications in India, celebrating the unique skills and traditions of Indian artisans. This not only supports local communities but also adds a distinctive cultural value to our products.
Naudic's vision is to create a global inclusive brand that is not only successful but also culturally enriching.
Transcend Into Another World with Naudic Clothing
Shop the latest Naudic collections now for vibrant, Euro-Australian inspired clothing.
Follow Naudic on Instagram to stay updated on new designs, behind-the-scenes insights, and travel inspirations.
Dive into Naudic's blog to learn more about Emma's travels and how they inspire the brand's collections.