This week Underlines chats with Stephanie Dölker, Co-Owner of Naturana International. Naturana was founded over 100 years ago and is very much a family business but Steph had forged out her own career before joining the ‘firm’. But it has now become a passion. Steph’s boundless energy, enthusiasm and good humour along with a forthright approach exemplifies her role and contribution to the company. Just don’t pick a fight with her – her latest hobby is boxing – and like everything she does, she is pretty good at it!
Life before Naturana?
I am 47 years old and even though Naturana is a family business, this is my second career. In my previous life I worked in the film industry and I loved it. But then I had children and my father fell ill so I decided to get into the family business. Best decision of my life!
Why the world of lingerie?
My great-grandfather started the company and lingerie was always in my life. I joined the Naturana very late and without any prior experience. But I soon realised that I had picked up a lot just by listening to the conversations around the dinner table. And I spent a lot of time in countless lingerie departments all over the world, waiting for my father to check out what the competition was getting up to…. This experience combined with the no-nonsense attitude and problem solving skills you need in film production seems to work well in my day-to-day life at Naturana.
We’ve made comfortable, amazing bras for over 100 years now and we really are very good at that. Our product team knows how to dial up the comfort on a bra! Now our job is to tell as many women as possible about our fabulous bras, which is why we are investing heavily into marketing. We have a large community of loyal Naturana fans in Germany and a somewhat smaller one in the UK and in most other European countries. Our ambition is to grow our community worldwide. I love meeting our customers and hearing their feedback. It is our greatest asset.
What is different about working in this sector?
I’ve only worked at Naturana and in the film industry so my experience is relatively limited! In the film industry everybody does their dream job and they fought so hard to get into the industry. When I first joined Naturana I couldn’t quite understand that some colleagues do their job mainly to earn a living and not purely for personal fulfilment. I think we’ve managed to create an atmosphere at Naturana where we all truly love working as a team and we thrive on pursuing the same goal together.
I came to realise that making lingerie is a real privilege; it is a very intimate product and has a huge influence on a woman’s day.
I came to realise that making lingerie is a real privilege; it is a very intimate product and has a huge influence on a woman’s day. We all know that an ill-fitting pair of knickers can ruin your day. Even more so the other way around, a well-fitting, supportive bra does wonders for your confidence. We are all so blessed to be working in this industry and to sell a product that has such an impact.
A Typical Week…in your life
I work from home in London on Mondays and Fridays. That’s when I really get stuff done and I have time to reflect. On Tuesdays I take the first flight to Stuttgart, I love walking into the office on Tuesday morning. Seeing my team gives me a huge rush of energy. When I’m in the office we have all our product, marketing and sales meetings. On Thursdays we have our monthly townhall meetings with all German and international colleagues and we update them on what’s going on. I catch the last flight back to London on Thursday night and I generally fall asleep as soon as I sit down. I’m exhausted. On Friday mornings I catch up with Evi, our CEO, to talk about what happened during the week and we take decisions that need to be taken.
Those Special Moments?
Generally whenever I meet a woman who tells me that she loves our bras is special. That’s why we do it. I don’t need everyone to know Naturana, it is totally ok for me that only a select few know us. As long as those who know us love us.
I truly believe that women are a force for good in the world, our job as a lingerie brand is to uplift them and make their lives just a little bit easier with super comfortable, supportive bodywear.
If you were not working in intimate apparel, then what do you think you would have done instead?
I recently took up boxing and I totally love it. I’m still contemplating a career as a professional boxer…
Any idea where you will be in 10 years’ time?
I have a vision board in my office that plots the path to the future and I love looking at it and ticking off what we’ve achieved so far. All sorts of exciting things are on there! One of them is to be B Corp certified. We’ve started the process. It will take time and a lot of work, but I know we’ll do it, long before 2035.
Your proudest moment to date?
It sounds soppy, but I really love the team I work with – this year we had a small summer party and we had a sing along guy on a piano. We all sang Angels by Robbie Williams and seeing the team as one was such a special moment, really emotional. It made me hugely proud that all these amazing people want to work for Naturana!
Your biggest mistake?
Oh Pam, I make mistakes every single day! I have a sign on my desk with the quote from Alice in Wonderland: “Tomorrow is another day with no mistakes in it yet”. I look at that every night before I leave. Maybe one day I’ll manage a day without mistakes, I’ll be sure to issue a press release that day!
My greatest regret is that my father never got to see me working in the company. I’m not sure he would be all too happy with how the company is changing, but I know he would be happy to see me sitting at his desk!
What is your greatest challenge?
My greatest challenge is keeping my mouth shut. I tend to talk too much and I literally say everything I think. I will become a much better person once I master the art of silence…
I will become a much better person once I master the art of silence…
The one product you cannot live without?
My notebook and pencil. I have to write things down or I forget.
Time out?
I have three children and I’m away for a large part of the week, so free time is relatively limited… I love going for walks on Hampstead Heath with the family on the weekend. We are season ticket holders for the Arsenal women’s team and we go to all their home matches. I love the atmosphere when the women are playing, I really believe that the girls on the pitch can hear it when I scream at them to run faster!
Pet Hate?
Chewing gum. I absolutely cannot stand it, even as a child I threw tantrums when my sisters were chewing gum in the car.
