There are people who organize closets, and then there are people who transform the way you experience your entire home. Natalie belongs firmly in the second category. As the founder and Chief Organizing Officer of Swoon Spaces, Natalie has built one of the most sought-after luxury home organization firms in the country, serving celebrity clients and discerning homeowners across New York City, Los Angeles, and Austin. But to understand how Swoon Spaces became what it is today, you have to go back to the beginning, to a little girl on Manhattan's Upper West Side who saw the world differently than most.
A Childhood Rooted in Order and Beauty
Natalie grew up on the Upper West Side of Manhattan, surrounded by the beautiful contradictions that define New York City life: grand architecture and cramped apartments, boundless ambition and never enough closet space. While other children were rearranging their toys into imaginative scenes of play, Natalie was rearranging her entire bedroom. Her bookshelves were color-coded before she was old enough to drive. Her drawers were folded with the kind of precision that most adults never achieve. It was not a phase. It was a calling.
"I remember being maybe eight or nine years old and reorganizing my mother's kitchen pantry without being asked," Natalie recalls with a warm laugh. "She came home, opened the cabinets, and just stood there. I had sorted everything by category, stacked the cans label-forward, and put the everyday items at eye level. She looked at me like I was from another planet. But honestly, it just made sense to me. I could not understand why anyone would live with chaos when order felt so good."
That instinct, the deep, almost visceral need to create harmony within a physical space, would become the foundation of everything Natalie built. But the path from that Upper West Side childhood to the helm of a luxury organizing empire was anything but linear.
Finding Purpose Through Wellness and Wanderlust
Before Swoon Spaces existed, Natalie pursued a career rooted in wellness. She became a certified yoga instructor, drawn to the philosophy that external environments and internal wellbeing are deeply interconnected. Yoga taught her something that would prove essential to her later work: the idea that physical space is not separate from mental space. A cluttered room creates a cluttered mind. A serene environment cultivates a serene spirit.
"Yoga taught me that the spaces we inhabit shape how we feel, how we think, and ultimately how we live. Organizing is not just about putting things in boxes. It is about creating an environment that nurtures your best self."
During this period, Natalie also fed another essential part of her creative identity: travel. Over the years, she has visited fifty-six cities across twenty-one countries, and each destination left an imprint on her aesthetic sensibility. The minimalist elegance of Japanese interiors. The warm, layered textures of Moroccan riads. The effortless sophistication of Parisian apartments. The bold maximalism of homes in Mexico City. These global influences did not just broaden Natalie's perspective; they gave her a design vocabulary that is unmistakably her own, one that blends cultures, textures, and philosophies into spaces that feel both curated and deeply personal.
"Travel changed everything for me," Natalie explains. "I would walk into a tiny apartment in Tokyo and feel this incredible sense of peace, because every object had been chosen with intention and every centimeter was considered. Then I would fly to Marrakech and see how color and pattern could make a space feel alive and joyful. I realized that great organization is not about one aesthetic. It is about understanding how a person wants to feel in their home and designing systems that make that feeling effortless."
The Birth of Swoon Spaces
The idea for Swoon Spaces was born the way most great businesses are born: from a gap that Natalie saw in the market and an itch she could not stop scratching. She had been helping friends and family organize their homes for years, always at no cost, always with that same childhood passion. But as word spread and requests began pouring in from acquaintances of acquaintances, Natalie realized she was sitting on something much larger than a hobby.
The organizing industry at the time was functional but uninspired. Most services focused on decluttering and storage solutions that were practical yet aesthetically forgettable. Natalie saw an opportunity to elevate the entire experience, to bring the same level of design thinking, attention to detail, and white-glove service that people expected from luxury interior design firms to the world of home organization.
"I wanted to create a company where organizing felt like a gift you were giving yourself," Natalie says. "Not a chore, not a source of guilt, but a genuinely transformative experience. I wanted clients to open their closet door and feel a rush of calm. I wanted them to walk into their kitchen and feel inspired. That is what 'swoon-worthy' means to us. It is that moment when you look at your space and your breath catches because it is just that beautiful."
And so Swoon Spaces was born. From day one, Natalie insisted on a standard of excellence that set the company apart. Every drawer would be lined. Every label would be perfectly aligned. Every product sourced would meet her exacting standards for both beauty and function. There would be no cutting corners, no "good enough." The experience would be luxurious from the first consultation to the final reveal.
Building a Team of Perfectionists
As Swoon Spaces grew, so did the need for a team that could embody Natalie's vision with the same passion and precision she brought to every project. Building that team became one of her greatest challenges and, ultimately, one of her proudest achievements.
"I hire for heart first and skill second," Natalie shares. "You can teach someone how to fold a sweater or install a shelving system. You cannot teach someone to genuinely care about making another person's life better. Every single member of the Swoon team has this incredible warmth and empathy. Our clients are inviting us into the most intimate spaces of their lives, their closets, their kitchens, their bedrooms. That requires trust, and trust requires people who lead with kindness."
Today, the Swoon Spaces team operates across three major markets: New York City, Los Angeles, and Austin. Each team member is trained in the Swoon methodology, a proprietary approach that combines organizational science with interior design principles. The result is a level of consistency and quality that clients can count on whether they are organizing a studio apartment in the West Village or a sprawling estate in the Hollywood Hills.
The Celebrity Organizer Who Keeps It Real
When People Magazine featured Natalie as a celebrity organizer, it was a moment of validation for everything she had been building. But if you ask Natalie about it, she is more likely to deflect the spotlight than bask in it. She is far more interested in talking about the single mother who cried tears of relief when she could finally find her children's school supplies in the morning, or the elderly couple who could navigate their kitchen safely again after Swoon reorganized it with accessibility in mind.
"Yes, we work with celebrities and high-profile clients, and that work is incredibly rewarding. But the mission has never been about fame or glamour. It is about the feeling. Whether you live in a penthouse on Park Avenue or a one-bedroom in Brooklyn, you deserve to come home to a space that makes you feel like the best version of yourself."
Natalie has also appeared on Bravo TV, bringing her warm, accessible personality and expert eye to a broader audience. These media appearances have expanded the Swoon Spaces brand, but they have never changed its core. Natalie remains deeply involved in every major project, personally overseeing design plans and often showing up on-site for the most complex transformations.
Organization as Self-Care
One of Natalie's most powerful contributions to the organizing industry has been reframing the entire conversation around what organization means. In a culture that often treats decluttering as a punitive exercise, something you do because you have failed at maintaining order, Natalie positions it as an act of radical self-care.
"We have been conditioned to feel ashamed of clutter," she observes. "But clutter is not a moral failing. It is simply what happens when life moves faster than our systems can keep up with. A new baby arrives, a career takes off, a move across the country happens in a rush. Life is messy and unpredictable, and our homes absorb that chaos. Organizing is not about punishing yourself for the mess. It is about lovingly creating systems that support the life you are actually living right now."
This philosophy, rooted in her yoga training and deepened by years of working intimately with clients, is what makes the Swoon Spaces experience feel so different from a typical organizing service. There is no judgment. There is no pressure to become a minimalist or discard things you love. Instead, there is a thoughtful, collaborative process designed to honor who you are and how you want to live.
The Swoon Standard: Where Design Meets Function
Walk into a space that Swoon has transformed and you will notice something immediately: it does not just look organized. It looks designed. That is because Natalie approaches every project with the eye of an interior designer, not just an organizer. Color palettes are considered. Materials are chosen for both durability and beauty. Containers and bins are sourced from around the world, favoring natural materials, clean lines, and finishes that complement the client's existing aesthetic.
"A beautifully organized space should feel like it belongs in the home, not like a storage facility landed in the middle of someone's closet," Natalie says. "We choose products that people are proud to display, that make them smile every time they reach for something. That is the Swoon standard. Function and beauty are not competing priorities. They are the same priority."
This design-forward approach has attracted a clientele that includes some of the most design-conscious homeowners in the country. From custom closet buildouts with integrated lighting to pantry systems that rival the most beautiful boutique grocery stores, Swoon Spaces delivers transformations that are as visually stunning as they are practically effective.
1,000+ Homes and Counting
With more than 1,000+ homes transformed and three thriving markets, Swoon Spaces is no longer just a company. It is a movement. A movement that says your home should work as hard for you as you work for it. A movement that believes beautiful, functional spaces are not a luxury reserved for the few but a standard that everyone deserves.
And at the center of it all is Natalie, the little girl from the Upper West Side who could not stop organizing, who traveled the world and brought back a vision, who turned a childhood instinct into a company that changes lives one beautifully ordered drawer at a time.
"Every home tells a story. Our job is not to rewrite that story. It is to give it room to breathe, to clear away the noise so that the things that truly matter can shine. That is what Swoon Spaces is about. That is what it has always been about."
When Natalie is not transforming homes, you can find her exploring a new city, on her yoga mat, or hunting for the perfect organizational product at a local artisan market somewhere in the world. She brings the same curiosity, warmth, and relentless attention to detail to every corner of her life, and it shows in every space her team touches.
If you have been thinking about transforming your home but have not known where to start, consider this your invitation. Behind every swoon-worthy space is a team that genuinely cares, led by a woman who has been doing this, quite literally, her entire life. And she would love nothing more than to help you fall in love with your home again.
