Life Is A Runway: Natalie Rae of Panache
For Natalie Rae, fashion has always been more than fabric and trends — it’s been a form of self-expression, empowerment, and storytelling. In 2023, she stepped into the iconic shoes of Panache founder Joan Lincoln, taking the reins of one of Rochester’s most beloved luxury consignment boutiques. With a bold vision, deep entrepreneurial spirit, and a passion for sustainable fashion, Natalie has been carrying Panache into a new era while honoring the legacy that made it a staple in the community.
Her journey, however, didn’t begin with Panache. As the creative force behind Natalie Rae NY, she built a brand rooted in sustainability and global artistry, partnering with women artisans in Northern Vietnam to transform centuries-old traditions into modern handbags and home décor. That same dedication to storytelling, sustainability, and empowerment now fuels her leadership at Panache — a place where luxury meets purpose, and style becomes a way of life.
In this exclusive cover feature, Natalie Rae opens up about the challenges of entrepreneurship, the importance of sustainability, and the power of fashion as a tool for empowerment and connection. From balancing the legacy of Panache with her own unique vision, to expanding her global impact through Natalie Rae NY, she proves that for her, life truly is a runway. Life Is a Runway: Natalie Rae and the Evolution of Panache
When you step into Panache, Rochester’s premier luxury consignment boutique, you’re greeted with more than racks of curated designer fashion. You feel the heartbeat of a legacy — one that was carefully cultivated by founder Joan Lincoln and is now carried forward, with passion and purpose, by entrepreneur and designer Natalie Rae.
For Natalie, fashion has never just been about clothing. It’s been about storytelling, sustainability, and connection — threads that weave through her journey from launching her own handbag and home décor brand, Natalie Rae NY, to taking over the reins of Panache in 2023.
The transition might have seemed daunting to some, but for Natalie, it felt natural. “I had been connected to Panache for years through my own brand,” she says. “I sold my handbags there starting in 2017, and Joan and I worked together closely on social media and styling. When she decided to retire, it felt like a natural transition. I already loved the store, the clients, and the mission, so it was an honor to continue her legacy while bringing my own perspective to the brand.”
Today, Natalie Rae is not just continuing Panache’s story — she is evolving it, proving that life, like fashion, is a runway.
From Natalie Rae NY to Panache: Building the Foundation
Long before she became the face of Panache, Natalie built her entrepreneurial foundation with her own creative label, Natalie Rae NY. From designing handbags to selling home décor, she dove into the world of craftsmanship and connection.
“Launching Natalie Rae taught me everything about being an entrepreneur — from designing and selling my handbags and home décor items to working festivals and styling customers,” she explains. “It was all very hands-on, and it gave me the confidence to connect with people, build relationships, and trust my instincts.”
Her background in hospitality further prepared her for the business side of boutique ownership. Years of managing teams in luxury hotels gave her the service-driven mindset and organizational structure needed to run not just one, but two curated shops. That combination of creativity and business acumen would prove essential when she stepped into Panache.
Stepping Into an Icon’s Shoes
Panache had long been synonymous with founder Joan Lincoln, an icon in Rochester’s fashion community. Taking over such a beloved institution could have been intimidating, but Natalie embraced the challenge with grace.
One of the biggest surprises? The way she, herself, became intertwined with the brand.
“The biggest surprise has been how much I’ve become ‘the brand’ myself,” Natalie admits. “I absolutely love the connections with my customers and consignors but balancing that with running the business behind the scenes has been a challenge. I’ve had to learn that it’s okay not to always be available — balance is essential.”
And balance is exactly what she has created: honoring the legacy of Panache while adding her own unique vision.
“My approach is to keep the essence of Panache exactly as people know and love it, while layering in my own touches,” she says. “That means keeping the high-quality curation intact but refreshing the store’s layout, color-coordinating the ‘consignment closet,’ and building a stronger digital presence through Instagram, social media, and our website. It’s been about evolution, not reinvention.”
A Luxury Experience
Panache has never been about thrift or simple secondhand shopping. It’s about luxury, curation, and experience.
“We are extremely selective,” Natalie explains. “Every item is carefully inspected for quality, condition, and style before it ever hits the floor. We carry a mix of brands, but whether it’s a Louis Vuitton bag or a beautifully made contemporary piece, it has to meet our standards. That level of attention ensures our customers always feel they’re shopping a true luxury experience.”
What sets Panache apart, she emphasizes, is the personal touch. “We’re not a thrift store — Panache is a curated luxury destination. Beyond the merchandise itself, it’s our personal approach. We style our clients, offer advice when asked, and build real relationships. Shopping here is more than just finding a piece — it’s personalized.”
This blend of high-end product and individualized service has kept Panache at the top of Rochester’s style scene for decades.
Staying Ahead While Staying True
In fashion, trends shift daily, but Natalie knows that timeless appeal is what keeps Panache special.
“I keep an eye on social media, fashion magazines, and global style inspiration from my travels, but I also listen to our clients — they’re incredibly knowledgeable and love to share what excites them,” she says.
The result? A boutique that offers both trend-driven items and enduring classics. Through careful styling, thoughtful displays, and intentional curation, Panache helps clients see pieces in fresh new ways.
“Styling is also a big part of how we stay relevant,” Natalie adds. “Through our mannequins, window displays, and in-store conversations, we show clients how to wear pieces in fresh, modern ways while still honoring their classic appeal. It’s about curation, but also about education — helping people see the endless possibilities in the clothing they already love.”
Her advice to anyone aspiring to enter the fashion resale or boutique world? “Have fun with it and don’t overthink it. Fashion is meant to be personal and expressive, not intimidating. There will never be a ‘perfect’ time to start, so trust yourself, take risks, and put yourself out there. The time is always now.”
Sustainability at the Core
One of the defining pillars of both Panache and Natalie Rae NY is sustainability. For Natalie, this isn’t just a business practice — it’s personal.
“Even before Panache, sustainability was central to my work with Natalie Rae — I was upcycling garments and handbags,” she says. “Fashion is one of the most wasteful industries in the world, and I believe it’s our responsibility to create in a way that doesn’t add to the problem. Consignment is such a powerful solution: it gives beautiful items a second life and keeps fashion in circulation instead of in landfills.”
This ethos extends beyond clothing. Natalie has also applied eco-conscious principles to home décor.
“We apply the same selective process to home décor as we do with fashion,” she explains. “We only accept items of quality and longevity, whether it’s an Arhaus sofa or a handcrafted accent piece. Because many of our clients consign with us again and again, we create this beautiful cycle of reuse and re-love that makes sustainability feel natural and stylish.”
To Natalie, “sustainable style” in 2025 means choosing pieces with intention. “It’s about mixing secondhand with new in a way that feels modern, curating wardrobes and homes that reflect personal style without contributing to overconsumption. Sustainability isn’t a trend anymore — it’s the future of fashion and design.”
Natalie Rae NY: Global Inspiration
While Panache connects her to the Rochester community, Natalie Rae NY connects her to artisans across the globe. Her inspiration sparked while traveling through Vietnam.
“I came across artisans creating these incredible textiles by hand — everything from handwoven hemp to intricate batik patterns dyed with natural indigo,” she recalls. “I remember watching one woman work, her hands stained blue from the dye, and realizing the centuries of tradition that went into each piece. In that moment, I knew I wanted to help share their artistry with the world while creating something sustainable and meaningful. That was the spark that became Natalie Rae NY!”
Working with the Hmong and Dzao communities in Northern Vietnam has been life-changing.
“Their artistry, resilience, and sense of community are truly inspiring,” she says. “The Hmong and Dzao women carry forward techniques that have been passed down for generations, and every piece they create tells a story. I’m drawn to the way they honor tradition while adapting it to modern life, and I feel privileged to build relationships that go far beyond business — it’s a cultural exchange rooted in respect!”
One of the most meaningful lessons she’s learned from them? Patience. “Everything they do is slow, intentional, and made with care. In a world that often pushes for speed and mass production, they remind me that beauty comes from taking time, valuing craft, and creating with heart.”
Her favorite pieces — indigo-dyed handbags created with Hmong batik textiles — embody everything she stands for. “They represent the full circle of what Natalie Rae NY stands for — tradition, artistry, and sustainability, transformed into something modern and wearable. Every time I carry one, it sparks conversation and lets me share the story of the women who made it.”
Fashion as Empowerment
For Natalie, fashion is far more than clothing — it is empowerment.
“Fashion has always been my outlet for expression,” she says. “It’s given me the confidence to step into different roles — from hospitality manager to entrepreneur — while still staying true to myself. For me, fashion is about creativity. It empowers me to take risks, to evolve, and to share who I am without words.”
This belief shapes how she approaches both Panache and Natalie Rae NY. Storytelling is central. “Every piece has a story,” she says. “At Panache, it might be a Chanel jacket that’s lived in someone’s closet and is ready for its next chapter, or at Natalie Rae NY, it’s a handbag created by artisans who’ve preserved their craft for generations. Storytelling connects us to these pieces, reminding us that fashion and design can have many different stories — they carry history, culture, and meaning.”
And just as others have empowered her, Natalie is passionate about empowering women both locally and globally.
“Because I wouldn’t be here without the women who empowered me,” she says simply. “From Joan passing me the torch at Panache, to the women artisans in Vietnam who trusted me with their work, to my clients who believe in what I do — it’s all rooted in women supporting women. Empowerment is a ripple effect: when one woman succeeds, she opens the door for another. That’s the kind of cycle I want my businesses to create.”
Community & Collaboration
Being a female entrepreneur in Rochester’s creative scene is something Natalie cherishes. “It’s exciting and inspiring,” she says. “Rochester has such a collaborative creative community, and being a part of that as a female entrepreneur feels incredibly supportive. There’s a real sense of lifting each other up — we all want to see each other succeed, and that energy pushes me forward.”
Through events like Fashion Week Rochester, Panache steps out of the boutique and onto the city stage. “Fashion is meant to be shared, and community is at the heart of Panache,” Natalie explains. “Events like Fashion Week Rochester give us a chance to connect beyond the boutique walls, to celebrate creativity as a city, and to show how fashion can also have purpose.”
Looking ahead, Natalie has big plans. “Right now, I’m excited about expanding our online presence to reach even more people beyond Rochester,” she says. For Natalie Rae NY, new collaborations with artisans abroad are in the works, while Panache continues to evolve its constantly refreshed inventory.
Her long-term vision? To make Panache both a local hub and a leader in sustainable fashion. “I hope the legacy I leave is one of community: creating spaces and businesses where people feel inspired, connected, and proud to shop consciously.”
The Legacy of Panache
At the end of the day, for Natalie Rae, life really is a runway. Every piece of clothing, every handbag, every collaboration tells a story of resilience, beauty, and empowerment.
She is carrying forward a beloved legacy while weaving her own into its fabric — proving that fashion, when done with intention, can change the way we see ourselves, our community, and our world.
