Natural Life: Where Little Things Mean the Most
Patti Hughes, founder of Natural Life & her team.
At Artisanal, we’ve always believed that the best gifts are the ones that feel personal — thoughtful, soulful, and made to make someone smile. That’s why Natural Life has held such a special place in our hearts since the very beginning.
Before we became a nationwide wholesale distributor, we were a small independent store in Auckland, and back in 2013, we discovered Natural Life — a brand that felt like it was made just for us.
We started with a few carefully chosen pieces in our boutique fashion + lifestyle store in Newmarket (called Merge Fashion), and the response from our local community was instant. People fell in love with the colourful prints, the uplifting quotes, and the joyful spirit woven into every product. From there, a beautiful relationship began.
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A Handcrafted Beginning — Patti’s Story
Natural Life’s story began across the ocean in Florida, when founder Patti Hughes made a photo frame for her mum. It was simple, heartfelt, and full of charm. Her mum loved it — and told her she should make more.
With a nudge from mum and a whole lot of heart, Patti left her corporate job and started crafting gifts full-time, selling at art fairs with her daughters by her side. Her garage became her studio. Her passion became her purpose.
As Patti says, “I never planned to start a company… I just followed what I loved doing.”
That little seed of creativity has since bloomed into a globally loved brand — built on messages of kindness, courage, and living life to the fullest.
From One Little Store to Stores Across Aotearoa
When we closed our Newmarket fashion store in 2017, we weren’t ready to say goodbye to Natural Life. In fact, we knew it was only the beginning.
That same year, we launched the Artisanal wholesale business — and brought Natural Life to retailers across New Zealand, so that more Kiwis could discover and enjoy these beautiful, feel-good products.
It’s been a joy to watch this range bring colour, laughter, and kindness to shops all over the country — from gift boutiques and garden centres to bookstores and coastal shops.
That little garage venture eventually grew into Natural Life, a vibrant lifestyle brand now loved around the world for its boho-chic gifts, inspiring messages, and joyful designs.
Every product is rooted in Patti’s mission:
Make things people love to give and get.
Things that feel good. Things that matter.
From the iconic Boho Bandeaus and affirmation cards to mugs, car charms, and journals — each piece carries a message of kindness, courage, and positivity. The kind of things that make you pause and smile.
“Every item is a little reminder to live happy, stay kind, and enjoy the little things.”
Why We Love Natural Life
Natural Life isn’t just a brand — it’s a way of looking at the world. Each product is designed to uplift, to comfort, or to brighten someone’s day. Whether it’s a mug that makes you smile every morning or a worry doll tucked into your bag, there’s a little magic in every piece.
It’s a perfect match for our values at Artisanal:
• Celebrate the little joys
• Gift with meaning
• Share things that feel good to give and receive
We’re proud to continue offering this collection to Kiwis from all walks of life — and to see Patti’s vision shine here in Aotearoa.
“The little things really do mean the most.”
🧡 Explore the Natural Life Collection now!
