We caught up with the brilliant and insightful Natalie Piepsny a few weeks ago and have shared our conversation below.
Natalie, looking forward to hearing all of your stories today. How did you come up with the idea for your business?
The idea for The Organized Aesthetic came to me in the midst of the COVID-19 pandemic. It was kind of twofold — first of all, like everyone, I was locked in my space. And although I’m someone who’s naturally organized, it still felt like the walls were closing in on me, so I could only imagine what it felt like for folks with a ton of clutter. Second of all, COVID certainly influenced us all to take a step back and think about what is truly important in life. I realized there was so much more out there than the simple 9-5 workday. I wanted to foster a passion while helping others.
During this time, I binged “Get Organized with The Home Edit” on Netflix, and that was it for me. I never knew you could make an actual career out of helping others organize their space, but as I watched Joanna and Clea do it, I thought, “Yup, I could absolutely do this too.” I dove in — read resources, listened to podcasts, completed coaching calls with organizers already in the industry, etc. I built up my portfolio by organizing some of my family and friend’s spaces and a few months later officially launched!
Fast forward a couple of years, and my in-home organizing business has evolved into a virtual organizing and productivity coaching business, arming women all over the world with the tools and knowledge they need to live a more balanced, intentional life. It’s been an incredible journey.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Absolutely! I’m Natalie, founder and owner of The Organized Aesthetic. I work as a virtual organizer and productivity coach in my business, which I run on top of working a 9-5 job in content marketing. I reside in Chicago with my better half and my crazy orange cat, Walter. Outside of work, you can find me traveling, binging reality TV, or hitting up the drive-through for nuggets.
I’ve always had a Type A personality, for as long as I can remember. I reached a point where I saw the benefits that these characteristics had created in my life — a sense of balance, lower stress levels, increased efficiency — and I wanted to figure out a way to share them with others. Cue The Organized Aesthetic.
What’s been most rewarding to me, as I’ve embarked on this journey from in-home organizing to virtual organizing to productivity coaching, is seeing my clients and course students implement the systems I curate for them — whether in home or in life — and months later hearing that they still work. To know that my clients and I can build something together that is easy to manage and has a lasting, positive impact on their lives is truly amazing.
Have you ever had to pivot?
Pretty soon after I started TOA, I had to pivot. To make a long story short, I had a spinal fusion about a decade ago, and I still feel the effects. After organizing a few spaces in person, I noticed the physical toll it was taking on me. Rather than hire a bunch of folks to do it for me, I decided to pivot.
I had already established that my ideal client was a busy woman who was motivated to get organized but needed a little guidance. Because these women were amped up and ready to go, they really just needed the blueprint for their space(s). That’s when I made the jump to only offer virtual organizing services as opposed to in-home. These services include a consultation call, a customer space plan, and a carefully curated product list. I give my clients everything they need to make their space work for them, and they’re simply responsible for implementing it. Of course, I’m readily available via email or phone in case they encounter any roadblocks!
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Differentiating, for sure. If you look for professional organizing services, you’re going to find a million and one different businesses (all of which I’m sure are fantastic!). However, by shifting to a virtual model, I became *the* virtual organizer, in a way. A lot of my friends in the industry offer in-person services, so when they get any inquiries about virtual services, they immediately refer those individuals to me.
For anyone who isn’t referred to me, the virtual piece just stands out. It’s more affordable, and to be honest, I think the end result is easier to maintain. When you implement organizing systems yourself, you’re much more likely to stick to them.
Contact Info:
- Website: https://www.theorganizedaesthetic.com/
- Instagram: https://www.instagram.com/theorganizedaesthetic/?hl=en
- Facebook: https://www.facebook.com/groups/getorganizedgirlgang
- Linkedin: https://www.linkedin.com/in/nataliepiepsny/
Image Credits
The Cannons Branding