Natalie Ann Jamieson, beloved for her role as Amy Wyatt on ITV’s Emmerdale, has stitched a new chapter into her creative life, literally.
The actress has just launched her own embroidered t-shirt business via Instagram, under the brand @bynatjam, combining playful design with personal expression.
But this isn’t a polished corporate softlaunch, it’s something far more personal and exciting.
‘Why am I making tee’s? Well, lots of reasons… but mostly for FUN!’ she wrote on Instagram.
‘I can’t tell you how many conversations these tee’s sparked at Glasto. How much fun we had wearing them, making videos in them, and how much I’ve enjoyed learning to make them to put a big smile on people’s faces.’
Natalie’s tees are as expressive and bold as the characters she plays, featuring feel-good embroidery that turns clothing into conversation starters. While she promises to post more videos explaining the full journey, she simply stated on her post ‘Do what you love, have fun doing it, and make people smile.’
Natalie first appeared on Emmerdale in March 2019, taking over the role of Amy Wyatt. Her portrayal brought warmth and emotional depth to a character navigating motherhood, family conflict, and personal growth. Over her six years on the soap, Natalie became a fan favourite, earning praise for her authentic performances and on-screen chemistry with co-stars.
In early 2025, Natalie’s time on Emmerdale came to an emotional end when her character was killed in a dramatic limousine crash storyline, a moment that shocked viewers and marked the close of a powerful chapter.
The embroidered tees, revealed on her Instagram account, are casual, colourful, and clearly crafted with love. From festival-ready slogans to designs made to spark conversations , they reflect Natalie’s own upbeat spirit.
The idea took shape organically, with what started as a bit of fun evolving into something much more intentional. She described how the tees sparked conversations at Glastonbury, created laughter during video shoots, and allowed her to express herself outside of acting.
And while Natalie has no plans to leave acting behind, for now, she’s simply expanding her creative horizons.
