Then and now... Natalie Mudd

In the latest instalment of Bdaily’s Then and now series, Natalie Mudd, co-founder and creative director at Worcester-based wood flooring company Knot & Grain, reflects on her career, from her first role to the present day, highlighting the lessons she has learned from her personal and professional evolution.

You’re co-founder and creative director at Knot & Grain. What does your role entail?

I’m very hands-on, and I'll most often be the one speaking directly to customers, advising them in our design studio and responding to enquiries over email.

I am also constantly procuring and managing stock while our orders continue to grow each month.

As creative director, I love developing new ideas – whether it's formulating new colours to be added to our collection, creating content for social media, directing photoshoots or developing our online store.

It's exciting to bring a new brand to market, carving out our unique positioning and building it from the ground up.

There is never a dull moment, which is just the way I like it!

Did you always want to work in this sector? Or did you have other ambitions when you were growing up?

Growing up, I never had one fixed idea on what I wanted to be, though I did know I wanted it to be creative.

I have always been drawn to ideas, storytelling and how brands make people feel.

After gaining years of experience in marketing and learning the ins and outs of developing a brand, it led me to building one where I can truly drive the direction and creative vision.

What was your first job – and did you enjoy it?

My first job was as an executive in a PR agency in Cheltenham.

I really loved it, and enjoyed the variety of work across various brands, which always kept things interesting.

No two days were ever the same.

That first role opened up the world of creativity in a whole new way for me.

Were there any mentors or individuals that helped shape your career? And are you still applying lessons you learned then to your workforce of today?

From my first job in PR, there were two people who helped shape my career as it stands today. 

The PR agency was a small team, so I worked closely with my first director, which meant I was thrown in at the deep end.

Working in this way helps grow your confidence and teaches you to trust your own opinion and decisions. 

My account manager also really helped me develop an eye for detail. 

She was incredibly particular, which pushed me to deliver work to the high standard she expected – a standard I have carried into my own work ever since. 

What felt like a challenge at the time turned out to be an important learning curve.   

What attracted you to the creative sector? 

After leaving my senior PR role to start a family, I began writing a blog, initially as a creative outlet. 

After years of experience, I was able to take everything I learned about the industry, from building a brand, crafting websites, digital marketing, content creation and more. 

Once I was ready to return to work, I applied those skills to my husband’s business Premier Flooring, and built the marketing department.

I also learned everything I know about the flooring world.

How do you feel you’ve changed as a person over the years? Have career roles brought new dimensions to your personality?

Moving from a creative environment to a more practical one, I’ve learned everyone has different approaches to problem-solving.

I’ve had to learn to communicate abstract ideas alongside the p recise, practical needs of our production team.

Clear communication is essential to ensure the overall creative vision is never compromised.

You’ve seen many changes to the employment world across your career – how do you see the workplace evolving in years to come?

The rise of artificial intelligence and automation means the workplace will value human skills more than ever.

For us, this is really exciting. It highlights the value of our craftsmen and colour specialists.

The human eye for quality, which technology cannot replicate, will become our key differentiator.

In flooring retail, online stores will continue to drive more interior shopping.

Flagship showrooms will evolve into hubs for inspiration and expert advice, allowing customers to view products and speak with experts before making high-value purchases online.

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