Natalie Lerch Sudit: Founder, SHASHI

My NativeAdVantage:


Natalie Lerch Sudit began her career as a photographer and graphic designer, working with clients ranging from Ben & Jerry’s, Joe’s Stone Crab Restaurant, Miss Universe, and the Oscars. After a difficult pregnancy and the birth of her son, Natalie went back to the environment she knew as a young girl, and began spending more time in Pilates, ballet and barre studios, where she found peace and strength. It was during this time that she saw the need for herself and others for a hygienic, functional, yet cool sock that had a fashionable component. She subsequently designed and patented a very unique sock concept, and the SHASHI journey began. Natalie now finds herself at the helm of SHASHI, LLC, which is setting new trends from studio to street wear, and is at the forefront of foot fashion and the ath-leisure movement. When not working with her fabulous team at SHASHI, Natalie can be found in the studio, or on the beach surfing and paddle boarding with her family, and their Great Dane, Mavericks.

What do I do best?

I carry a positive attitude and approach with kindness and humor the challenges I face with each day’s adventure. Sometimes the journey is smooth and other times difficult, but if I stay focused and work hard, I truly believe anything can be achieved!

What makes me the best version of myself?

Creativity, determination, sprinkled with a little wine and lots of chocolate! The creativity leads me and the determination allows me to set challenging goals with a direct plan of action. The wine and chocolate are added as an infusion when needed!

What are my aspirations?

Fitness and fashion have meshed and the sock is no longer the forgotten accessory, but has risen to be a significant component to completing the wardrobe. SHASHI is the performance sock that seamlessly transitions between fitness and fashion. My aspiration is that the SHASHI sock will be the sock of preference for women around the world! When they reach into their sock drawer to complete their outfit, they will be reaching for a pair of SHASHI socks!

On a personal level, my son is the single most important person in my life. I look forward to raising a happy and healthy child who will enjoy life as much as I do and contribute positively to the world. He has been a part of the SHASHI journey since inception- with SHASHI being the nickname I gave him when I found out I was pregnant (nobody wanted to know the sex, and I just intuitively knew it was a boy). When my idea for a sock struck, the name stuck!

My Biggest Success?

I remember, when I just had started SHASHI, I received a thank you email from a young woman who had brain cancer. She wrote to me and said that her pair of SHASHI socks helped her stand and that when she was in her wheelchair she smiled looking at her feet. And I thought to myself, I have accomplished something. If it is just this one thing, it was worth everything that I had made a difference in one person’s life. I am grateful and thankful for this one experience. It puts everything into perspective.

My Most Challenging Moment?

As a working Mom, sometimes the balancing act that we pull off every day can be beyond challenging. Being the best Mom you can be for your child, being the best you can be at work, and attempting to be Martha Stewart at home. Well, for me, something has to give, and usually it’s my home! You don’t want to see my laundry pile!

My Motto?

As a child, I remember when things were difficult, my Mom always said, “When the going gets tough, the tough get going!” So I always keep this little saying in my head. Allow yourself that moment of defeat and to reflect, then take a breath, get back up and move forward!

My Favorite People/Role Models?

J.K. Rowling. She was an unemployed single mother on public assistance when she wrote her first book, that not even her publisher was expecting to be successful. I find her inspiring!

My Favorite Places/Destinations?

I love nature and animals. The Florida Keys has both! I love being on top of the water on a paddleboard or under the water snorkeling and diving. I love to hear the ‘crumpf’ sound of a parrotfish eating coral!

My Favorite Products/Objects?

Literally anything that sparkles! Currently loving my Urban Decay Heavy Metal sparkle eyeliner!

My Current Passions?

Soccer. My son is soccer 24/7, 365 days a year…apparently there is no off-season. But when I am not driving from one practice to the next, or to tournaments, I love spending time in the studio and on the water. I am just passionate about being out there and doing something!