Following her emotional departure from Emmerdale earlier this year, Natalie Ann Jamieson is embracing a fresh chapter in her life with an exciting new venture. The talented actress, best known for playing Amy Wyatt on the ITV soap, has made a graceful exit after her character tragically died in a dramatic accident. Now, she’s channeling her creative energy into something that brings both joy and personal fulfillment—her own t-shirt business, By Nat Jam.

A New Chapter: From Amy Wyatt to By Nat Jam

After six years of captivating Emmerdale audiences, Jamieson’s exit was a heartfelt moment, especially as her character, Amy Wyatt, met a tragic end during the double limousine crash in February 2025. Amy’s death came after falling into an icy lake, marking an emotional and defining moment in both the show and Jamieson’s career. However, rather than lingering on the sadness of the departure, the actress is looking forward to new horizons, starting with her latest entrepreneurial venture.

Taking to Instagram to announce her new t-shirt business, Jamieson shared that she has always been passionate about creativity, and now she’s bringing that passion to life through her embroidered t-shirts. Her new project, By Nat Jam, is not just about fashion—it’s a way for Jamieson to connect with people and spread positivity.

In a heartfelt Instagram post, she shared, “Why am I making tees? Well, lots of reasons… but mostly for FUN! I can’t tell you how many conversations these tees 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.”

The actress is using this venture to continue doing what she loves—bringing joy to others. Her embroidered designs are already resonating with fans, many of whom had long admired her work on Emmerdale.

The Power of Creativity and Passion

Jamieson’s journey into the world of t-shirt design began as a way to stay connected to her creativity outside of acting. “I’m lucky enough to do something I love as an actor, and I never want to let that go,” she said. “So I’m taking it into all aspects of my life! Do what you love, have fun doing it, and make people smile.”

For Jamieson, this new business isn’t just a side project; it’s a way to embrace another part of her personality and keep the spirit of her artistic expression alive. The t-shirts, which feature fun and unique embroidered designs, are meant to create a little joy and light in people’s lives.

A Tribute to Emmerdale and the Fans

Before launching her new venture, Jamieson took a moment to reflect on her time on Emmerdale, sharing her gratitude for the opportunity to work on the iconic soap. “I will never quite have the words to sum up what the last six years in Emmerdale has felt like and what it all means to me,” Jamieson shared with her followers. “But let me try and say a little something.”

The actress received an outpouring of support from fans following Amy Wyatt’s death, with many sharing how much they loved her character. This heartfelt connection with the audience was deeply moving for Jamieson, who said, “Tonight is Amy Wyatt’s funeral and I have had hundreds of messages from people over the past couple of weeks to say how much they loved her, what a position to be in… to die and hear everyone’s words of praise!”

This reflection showed just how meaningful Jamieson’s time on Emmerdale was and how her character touched the hearts of viewers. The actress also expressed her gratitude to the Emmerdale team, acknowledging how fortunate she was to work alongside such talented individuals. “I’m incredibly fortunate and really grateful to all of you who have messaged… Let me say a few words about it all, about how thankful I am to everyone at Emmerdale that I was lucky enough to work with and for meeting many people who will now be friends for life!”

What’s Next for By Nat Jam?

Jamieson is already teasing her next big move with By Nat Jam, hinting at an upcoming collection of t-shirts that fans can’t wait to see. In a recent post, she teased: “I have some nice little designs on the way.” Fans are excited to see what Jamieson has in store, knowing her penchant for creating memorable, fun designs that reflect her personality and her journey.

This new business is a natural progression for Jamieson, who is constantly exploring ways to stay creative and engaged with her audience. It’s clear that her passion for bringing joy to others will continue, just as her legacy as Amy Wyatt will remain a cherished part of Emmerdale history.

Looking Ahead

With By Nat Jam, Jamieson is carving out a new chapter for herself, filled with creativity and a focus on spreading positivity. Fans of her time on Emmerdale will continue to follow her journey as she embarks on this exciting new venture. Whether through her t-shirt designs or her acting, it’s clear that Jamieson’s journey is just beginning—and there are many more smiles to come.

Stay tuned for more updates on Jamieson’s latest designs, and continue supporting this talented actress as she moves into the next phase of her career.