Saratoga Trunk - News Article - Business Journal 1998




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From Saratoga Business Journal
February 1998

Entrepreneurial Spirit
Natalie Sillery

By KIM M. SMITHGALL

"Life is something you must take by the tail or it runs away from you."

The words of the character Clio Dulaine in Edna Ferber's book, Saratoga Trunk, are wondrously befitting of Natalie Sillery, who owns and operates the book's 1990's retail namesake on Broadway in Saratoga Springs.

Natalie Sillery.

Natalie's adventuresome and entrepreneurial spirit can easily be likened to that of Clio and Clint in the fictional tale. She is "possessed of a dramatic quality, together with vitality and bounce, a zest for life and an exquisite sense of timing." Unlike the characters, though, Natalie's tale encompasses running both her business and personal lives with an emphasis on helping others — clients, customers, charitable organizations, the local community and her many friends. She could write her own biography, with many chapters remaining...chapters that only the most vivid imagination could foretell.

"Owning a retail store was the furthest thing from my mind," Natalie said. One would never know it based on Saratoga Trunk's enormous success over the past few years.

"I have no idea what I would be doing if I weren't running Saratoga Trunk, though — maybe operating a restaurant on the isle of Capri or teaching English to a tribe in Africa," Natalie said.

Sound a little far-fetched? Sit down and talk to her for a while and the "dreams" will take on a definite sense of reality in the Sillery scheme of things. With each ensuing moment of conversation, one discovers new and exciting threads of an intriguing, varied and colorful life tapestry.

Natalie's career began in 1977 after she graduated from Boston College with a master's degree in Jungian psychology and philosophy. "I joined a company in New England that organized advertising campaigns to help generate more sales for downtown areas," Natalie explained. "I was selling ads in Massachusetts, New Hampshire and Connecticut. The company was the precursor for today's Entertainment Books."

Natalie went on to build small empires with every new venture she took on, building small trunk lines, if you will, which crisscrossed the United States and the world. She worked for major educational publishing and sales firms in Atlanta and then in Manhattan. The job responsibilities took Natalie across the country on sales and marketing missions — from New England and Washington to Chicago, Atlanta and Florida. Natalie also became involved in providing direct instruction to students and teachers as a tangential part of the jobs. She taught research skills, produced storytelling contests and engaged in other creative pursuits that made learning fun.

After more than 10 years with the same Manhattan firm, Natalie's subsidiary was the company's only profitable sector. In 1989, the company dissolved, leaving her in line for some new chapters in her life.

She then entered the international marketing and sales arena. "I was involved with international marketing efforts in a variety of countries, including Mexico. That was before anyone heard of NAFTA," Natalie said.

Several years ago, she brought her expertise to the Capital Region area. (It was actually a return home for Natalie — she's originally from Rensselaer.) In March 1995, her expertise was instrumental in her newest adventure. "I became a student of how to write a business plan and how to do bookkeeping and accounting," Natalie said. She was making plans to buy Saratoga Trunk, a classy retail clothing store in Saratoga.

Saratoga Springs seemed to be part of Natalie's natural progression. It held an appeal, an attraction similar to that felt in real life and in fiction earlier in the century —

"July and August there's nothing like it in the whole country. Races every day, gambling, millionaires and pickpockets and sporting people and respectable family folks and politicians and famous theater actors and actresses, you'll find them all at Saratoga," said Edna Ferber's character, Clint.

And, the fashions of that day...the fashions of Saratoga today couldn't help but inspire awe and appreciation throughout all the seasons. The trend continues thanks, in part, to Natalie's efforts. And, in addition to outfitting some of the most fashionable women in the world, her business efforts are closely tied to helping those less fortunate.

"Part of my original business plan stressed the fact that anyone interested in a retail business was out of his or her mind. Then I went on to ask for support," Natalie mused. She obviously went in with her eyes open, and with an outstanding plan of attack. Natalie took over Saratoga Trunk in June 1995, purchasing the business from a woman who had run it for two and a half years.

"It was always part of the plan to engage in proactive marketing efforts. As a retailer, you can't sit and wait for people to come through your doors," Natalie said. "I set out right away to engage with charities. I would bring designers in from New York City and elsewhere for fashion shows, hat shows and trunk shows, with a portion of the sales going directly to charities."

Natalie and her "Trunkettes" quickly gained a reputation for their professionalism, herculean efforts and success with their shows. They now develop more than 12 shows a year, benefiting such organizations as the American Cancer Society, the Albany Symphony Orchestra, the American Heart Association, Schuyler Meadows and the Junior League of Schenectady, just to name a few.

This is in addition to providing the very best service to customers in the retail store. "We provide an arena where relationships can be formed," Natalie said. "We truly enjoy working with our customers."

"And people enjoy coming to Saratoga Trunk...even if it's just to chit-chat and catch up," said Trunkette/staff member Nancy Zampella. Nancy is joined by fellow Trunkettes Akiko Kuroda, Joanne Finn and Mary Ann Delaney. Of course, there are also the honorary Trunkettes who model for the Saratoga Trunk fashion shows — the list includes Libby Coughlin, Ilene Kahn, Amy Raimo, Trina Schwring and Pat Brady.

"Be careful, The Trunkettes may become the latest do-whop group singing out on Broadway," Natalie joked. "Seriously, though, it's very rewarding to be able to provide the service and services that we do and, at the same time, surround myself with intelligent women who are also my best friends."

In October 1995, the business expanded to provide even more personalized and specialized service. The Salon at the Trunk was written as the latest chapter in Natalie's entrepreneurial tale. The Salon features private wardrobe consultations, custom hat designs and exquisite accessories.

"It's somewhat ironic. The New York Times 'debuted' the idea of opening private salons a few weeks ago," Natalie said. "I guess we were a few years ahead of the game."

The Salon builds on the already-strong foundation developed at Saratoga Trunk, a store known for fine apparel and distinctive accessories. Among the lines found in the stores are Zelda, Teri Jon, Kay Unger, Carole Dolighan and Daymore; Natalie and the Trunkettes operate the only Nicole Miller boutique north of New York City and the businesses will be debuting the Criscione line soon. Both boutiques are also well-known for their selection of hats.

"We are the only business in the area to carry designs from the world-renowned hat designer Eric Javitz," Natalie said. "Designs from Nancy Matt of Le Beau Chapeau are also very popular."

Saratoga Trunk and The Salon at the Trunk attract a broad clientele — they aren't stores exclusively for Saratoga socialites and racing season celebrities. "We have customers from 18 years old to 88 years old," Natalie said. "They run the gamut from mothers of the bride who don't want to look like mothers of the bride to younger girls who like the Nicole Miller collection. We attract upscale, very sophisticated women who want a one-of-a-kind ensemble, as well as high-profile professional women whose wardrobes can grow exponentially with lines like Zelda. From basic to ball gown, we have something for everyone's budget because we buy wisely from the designers."

It's just this kind of entrepreneurial spirit and continual marketing efforts that have made Natalie so successful in all her endeavors. Saratoga Trunk more than doubled its January business this year over last year. The overall goal for the new year is to increase business by at least 20 percent. "I think we have an enthusiasm for driving an idea to conclusion," Natalie said. "We like to make people happy and have fun doing it."

Natalie spends much of her free time caring for her elderly mother. "She is my number one priority," Natalie said. "She is such a source of pride for me."

Natalie remembers going to downtown Albany with her mother on Thursday evenings to shop. "We would put on our hats and gloves. She gave me an appreciation for fine fabrication and quality. She taught me about good value for what you're buying," Natalie said. "Those experiences still influence me today — I like to choose the best and prettiest clothing and accessories for the marketplace."

The dedication to family members and friends...the dedication to customers and the community...the vibrancy that is exhibited with every life activity...Natalie is taking life by the tail and writing her own inspirational tale.