THE BUSINESS OF STYLE: NATALIE RAE ON FASHION, SUSTAINABILITY & COMMUNITY
- emmaalexander2
- Feb 27
- 4 min read
Natalie Rae shares how she built her fashion business, took over Panache and made sustainability stylish while staying true to her roots.
Natalie Rae has built a flourishing business grounded in fashion, sustainability and community. From launching her own product line to taking over the high-end consignment shop Panache, she’s brought a unique global perspective to Rochester’s fashion scene. We sat down with her to talk about her career, her passion for consignment and why she believes sustainability is for everyone.
Q: First, share a bit about who you are and what you do.
A: I’m Natalie, founder of Natalie Rae New York, a home decor and handbag line. I also own Panache Consignment by Natalie Rae, a clothing store, and Panache Home, a home furnishings store in Brighton. I teach at a cycling studio and host pop-ups around the area. I like to stay busy!
Q: Where are you from, and what’s your connection to Greater Rochester?
A: I’m originally from Fairport. I moved a lot—lived in Italy, New York City and Dubai—but COVID brought me back to Rochester in 2020. My family was here, my boyfriend (now husband) was here and I already had a customer base from my first business. It made sense to stay and grow my roots here.
Q: What led you to where you are now in your career?
A: My career path has been layered perfectly for where I am now. I studied hospitality and tourism management, worked for The Four Seasons in DC and Dubai, and then transitioned into working with artisans in Northern Vietnam. I met a group of women from the Hmong and Dzao tribes who had beautiful, unused fabrics, and I started turning them into handbags and home decor. All the materials are naturally cultivated. The majority of textiles are repurposed from used hill-tribe garments, and the products are handmade using traditional methods.
When I moved back to Rochester, I reconnected with Panache. Joan, the previous owner, had been a huge supporter of my handbags back in 2017. We started collaborating on social media, and when she was ready to step away, I took over the business. It felt like a natural next step.
“We have the Great Lakes, a strong festival scene and a tight-knit business community. There’s so much support for entrepreneurs, and I love seeing businesses evolve and thrive here.”
Q: How do you hope your work impacts the Rochester community?
A: Sustainability can be for everyone. You can look and feel great without fast fashion. At Panache, we focus on high-quality consignment pieces that last. Rochester has an amazing community of thrift and consignment stores, and I love being a part of that.
Q: How has the Rochester community supported you?
A: The small business community here is incredible. Everyone helps each other. When I started in 2017, there were so many art festivals and loyal customers. After launching Good Vibes pop-ups to support small businesses and seeing how the community has embraced Panache’s transition to new ownership, it’s more apparent and amazing than ever.
Q: How has the region inspired you?
A: The four seasons here are huge for fashion. We get to play with textures, layering and different styles throughout the year. It’s so fun to style people for everything from lake days to ski trips. Rochester also has a strong arts and culture scene that I love being part of.
Q: What role does fitness play in your life?
A: I’m a cycling instructor, and it’s a big part of my life. Exercise transforms how you feel, mentally and physically. During COVID, I trained to become an instructor. Fitness and fashion both help build confidence, which I love being able to share with others.
Q: What makes Greater ROC unique compared to other regions?
A: We have the Great Lakes, a strong festival scene and a tight-knit business community. There’s so much support for entrepreneurs, and I love seeing businesses evolve and thrive here.
Q: What gives you a sense of pride in Rochester?
A: The art, culture and small business community. There are so many organizations supporting women in business. Fashion Week Rochester has been a great platform for me and Panache. It’s amazing to see people rally behind the next generation of business owners.
Q: Outside of work, what do you love to do?
A: I love dressing up! No matter where I’m going, I’ll be dressed up. I’m also big on family, travel and being outdoors. My husband and I love going to the villages, hiking, and spending time on the canal or at the lake.
Q: Where do you see Greater Rochester heading in the next few years?
A: Downtown is evolving so much. It’s becoming more walkable, and I see it growing into a more traditional city feel. There are so many young people moving there, and I can’t wait to see what’s next.
Q: If you had to describe Greater Rochester in one word, what would it be?
A: Home. No matter where people go, they always seem to come back. It’s a small city, but we have so much to offer—great restaurants, lakes and an amazing community. I love being part of it.
