Josie Cruz Natori considered a number of entrepreneurial ventures, but none of them seemed to take. On a whim she brought an embroidered blouse from her native country of the Philippines to a buyer at Bloomingdale’s. The buyer encouraged her to turn it into a sleep shirt, Natori took the advice and she was in business! “At the time, lingerie was either lewd or frumpy,” said Natori, who worked to fill the niche in between. More than three decades later the company has grown into a lifestyle brand that has come to include lingerie collections (Josie Natori, Natori, Josie and N Natori), the Josie Natori ready-to-wear collection, home, fragrance and eyewear.