Six months after her gut-wrenching departure from Emmerdale, fan-favourite Natalie Ann Jamieson has stepped into a vibrant new chapter—one that swaps the fictional drama of the Dales for real-life creativity and joy. Known for her emotional portrayal of Amy Wyatt, Natalie has now launched her very own embroidered t-shirt brand, By Nat Jam, and the move is already sparking excitement across her fanbase.
Natalie joined Emmerdale in 2019 as Amy, the spirited biological daughter of Kerry Wyatt and mother to Kyle Winchester—Cain Dingle’s son. Over the years, she became a beloved staple in the village, forming complex relationships, navigating motherhood, and most recently tying the knot with Matty Barton. But her story came to a tragic end earlier this year in a shocking limo crash that also claimed Leyla Harding and Suzy Merton. Fans were devastated as Amy succumbed to hypothermia in one of the soap’s most heartbreaking exits in recent memory.
Now, Natalie is channeling that emotional journey into something wholly unexpected—and deeply personal.
On August 1st, she took to Instagram to unveil By Nat Jam, her new venture in fashion. In a playful and heartfelt video, she showcased her quirky, joy-filled embroidered t-shirt collection—born not out of business strategy, but pure fun. “Why am I making tee’s?” she asked her followers. “Well, lots of reasons… but mostly for FUN!”
The collection first caught attention during Glastonbury, where Natalie and friends sported her handmade designs, attracting conversations, laughter, and unforgettable memories. That buzz inspired her to take the leap and share her creativity with the world.
“I can’t tell you how many conversations these tees sparked at Glasto,” she shared. “The fun we had wearing them. The fun we had making videos in them. The fun I’ve had learning to make them — all to put a big smile on people’s faces!”
Though her days on Emmerdale may be behind her, Natalie made it clear she’s not leaving acting behind. “I’m lucky enough to do something I love as an actor and I never want to let that go,” she added. “So I’m taking it into all aspects of my life. Do what you love, have fun doing it, and make people smile.”
The energy of her new brand is authentic, lighthearted, and rooted in connection—qualities that also defined her Emmerdale character. Fans immediately embraced the new direction, flooding the comments with support and excitement. “These are incredible!” one user wrote, echoing the enthusiasm many shared.
With new designs on the horizon and a heart full of passion, Natalie’s transformation from a grieving soap exit to a flourishing fashion debut is a testament to creative reinvention—and doing it all with joy.