Meet Natalie Williams
How natalie williams Turned a hobby into a thriving business with medium Room vintage art
Today’s ‘Moment to Motivate’ is a reminder to do things at YOUR pace and the importance of doing what you love. More than ever, I think this is an important message given today’s current world where we’re bombarded with messages and sales pitches about ‘getting rich quick’ and a sense of pressure to do everything at 1000 miles an hour. It can feel like you need to always be rushing to the next stage of your business and success, but believe us when we say that success looks different for everyone and that is totally ok.
Both today’s story of a business launched during the pandemic and the story of Christina Karin, a 10 year old Chicago fashion brand (my first interview of the ‘Moments to Motivate’ series), prove that you don’t have to go fast to get where you want. Do what is right for you. Both of these business owners are mums with big ambitions but also parents who want balance. It couldn’t be a better time for this reminder as business owners try and juggle it all over the festive period!
Today’s blog is your chance to read the inspiring story of female business owner, Natalie Williams - founder of Medium Room, a vintage and antique art business based in the UK. I first met Natalie when I lived in the Cotswolds. Like many parents, she found herself at a crossroads after having children. She needed something more flexible to fit around the kids but wanted to continue doing something she loved and was truly passionate about. Here is her story of how she turned a hobby into a thriving business. So without further ado, meet Natalie Williams.
Tell us a little about your business journey as a female founder. How long ago did you start and what prompted you to take the plunge to start Medium Room?
My business started in the summer of 2019 as a hobby and grew organically as my house became too full with artworks! I was nervous about starting and remember saying to myself “I’ll see if I can get 100 followers and only then tell my friends”. Starting slowly allowed me to take my time and learn what I wanted the business to be as I went along. I was genuinely surprised by the positive reaction and that sales started regularly coming in. Instagram has been integral and so important to my business and sales, although I do have a bit of a love-hate relationship with it!
That’s so interesting that you have a love-hate relationship with your Instagram account!
--Natalie’s account went from a few 100 to over 10k followers super fast, but this was because she found her audience and gave them what they wanted along with finding the right influencers in her space.--
A lot of people have a love-hate relationship with their social media accounts, but my advice is to know your audience well enough.
We talk about how important it is in marketing to share your why. Tell us your why? What is your goal with Medium Room?
I only ever sell a painting that I would be happy to hang in my house, I feel that gives my Instagram and website a definite look and style. I don’t really have a goal or target for Medium Room. As long as I can keep sourcing paintings, I will keep selling them!
--If you have been following us for a while you’ll know we talk about the importance of showing up as your genuine self and Natalie is a great example of when this works.--
It’s hard to launch and run a business on your own, impossible in my opinion. Who and where have you sought the necessary support? What has been most useful?
Starting slowly is the best way in my opinion, I was able to see if it was going to work before going all in. I designed my own logo, built my own website and have done everything by myself. Instagram has been the most valuable resource, making friends on it and just messaging directly people who you think might like what you’re doing.
--Have you ever tried this? Would you know what to say?--
What is your background and how has it helped you in your business?
I did graphic design at university, which was obviously helpful in building my own website. I also worked for handbag designer Susannah Hunter for 10 years and I have always thrived in a creative business. Working for her allowed me to see up close how a small business is run.
I know you are a mama, how do you balance being a successful business owner and being present for your kids?
Lockdown was not long after I had set up the business and things really took off for me as people were staring at their blank walls at home. Whilst that was brilliant for me as a business, it was so hard homeschooling three children and trying to keep up with work. Sometimes work just has to take a backseat though. I am not afraid of messaging a customer that there might be a small delay in sending out their painting if I have a poorly child at home etc. Generally, everyone is very understanding of the modern-day work-life balance as a working mother.
What has been your personal highlight for Medium Room so far?
Seeing my business mentioned in Style Magazine was definitely a highlight. Opening my little studio and getting all the stock out of our house was also a big moment!
What is the best advice anyone has given you in terms of being an entrepreneur/ business owner?
A good friend of mine who has a very successful jewellery company told me to direct message Instagram influencers I felt might like what I’m doing. I only sent about five messages and three of them posted about me and this set the ball rolling.
--Have you reached out to an influencer recently? Maybe it’s time. Read our tips on how to approach influencers here --
What has been the single biggest thing you have done that resulted in growth? If you could only do one thing what would it be?
The same as my answer above! Working with the right influencers really got the ball rolling for my business.
What would be the one thing you would have done differently?
I’d have bought more art from Europe before Brexit came into force! There has never been a tougher time for businesses
Do you have a life motto? Or something that you try to remember in life and business when things are tough?
“It is what it is” which isn’t very inspirational! But there are things that happen in life and work which you have no control over and you have to learn to accept that.
You have had some great features in some amazing publications, I am sure some people would love some of these features. Do you have any tips in terms of getting visible and how you did it?
I am lucky that my business is very visual and I don’t have to come up with images and ideas. Everyone has some artwork hanging in their home so it is a popular topic with magazines. I haven’t done anything to promote myself, I think journalists have found me on Instagram. So again, another plug for Insta!
Thanks so much to Natalie for sharing her story. She is the perfect example of someone who knows her audience and ideal client and has then capitalised on this to make sure she gets visible in front of the right audience. From magazine features to working with influencers, all of her hard work has paid off to make sure that Medium Room is a growing, thriving business. For more tips on how you can get visible, be sure to check out our top tips!
Natalie Williams is the founder of Medium Room, a vintage and antique art business, based in the Cotswolds, UK. Natalie sources pieces of vintage art and ships to her customers worldwide. Whether you are looking for an individual piece or want to build a totally unique gallery wall, Natalie will work hard to pick you works of art that you can treasure for years.
Natalie handpicks every painting and picture based on composition and colour. She is passionate about including art in your house to make it a home.
For more details, or to contact Natalie, head to her website:
or follow her on Instagram: @medium_room