Welcome to Industry Insider—our new bi-weekly series where we pick the brains of inspiring women shaping the creative world.
This week, meet Natalie Fellowes
Natalie Fellowes has always followed stories, from the brushstrokes of the Pre-Raphaelites to the symbolism in contemporary sculpture. A former advertising executive turned screenwriter and founder, her path to launching Countryside Art Club (affectionately known as CAC) was shaped by a lifelong passion for art and human connection.
During the pandemic, Natalie and her family swapped city life for the rolling hills of Oxfordshire. What she found wasn’t just mental space, but a new source of creative inspiration. Countryside Art Club was born, a curated community of art lovers discovering the richness of exhibitions, artists and ideas flourishing beyond the London bubble.
From leading trips to Desert X in Palm Springs to hosting intimate artist lunches in converted barns, Natalie’s approach is personal, instinctive and rooted in storytelling, bringing people together through art, conversation and shared experience.
Here, she chats to us about building trust, following her gut, and why the best career advice is to stay just a little bit scared.
HOW I FOUND MYSELF IN THIS JOB…
I’ve always loved art for its power to transcend barriers — to connect people across cultures, languages, and life experiences — and for its ability to move us. It speaks to something deeper, something human. My first real discovery was the Pre-Raphaelites in my teens. I was fascinated by the symbolism — the paintings spoke to me and I decoded them. I was hooked. So it was a natural step to study History of Art at UCL. With lectures at the Courtauld and lessons in the National Gallery, I was doing what I loved — and earning a degree for it. It couldn’t have been better. My love of storytelling led me into advertising. I joined Publicis as part of the graduate programme, following a sojourn in Tokyo studying Journalism and Mass Communication. I was lucky to be part of the advertising world in its heyday, working on iconic campaigns. I also worked at Apple, contributing to several iPhone launches — phenomenal experiences. But I wanted to tell my own stories, have my own voice – so I did an MA in Creative Writing at City University and began writing screenplays. One of my short films, Hunted, made it into the Short Film Corner at Cannes Film Festival one year. I also started Quill Kickers, my collaborative writing platform where the community contributes to original stories, published in weekly instalments, by suggesting what happens next. Then Covid happened and my family and I decided to move to the Oxfordshire countryside, realising we could work from anywhere. It was the best decision we ever made. Surrounded by rolling hills, I finally had the mental space to write and reflect. However, I missed the arts and being able to pop into a gallery and be transported into another world. So I went looking for it in the countryside — and I found it. Lots of it. Art beyond the city. That became the focus and that’s how Countryside Art Club — or CAC (which still makes me smile) — was born. It’s now just over a year old and thriving. CAC is an art appreciation club — a community of art lovers exploring the rich seam of contemporary art outside of the capital. Through a unique programme of gallery visits and artist talks across the countryside of the UK (and sometimes beyond), CAC offers its members an unexpected counterpoint to the London gallery scene. Past events have included a two-day trip to Bruton to see Phyllida Barlow, Des Hughes and Amy Stephens; an afternoon exploring John Virtue at Albion Barn; a cocktail evening with Eleanor May Watson in Oxford; and a chef’s table lunch with Britt Willoughby at Thyme. We have also just returned from Desert X in Palm Springs, California – exploring sculptures in the desert – and have so much more in the pipeline. At its heart, everything I do is about storytelling — finding the threads that connect us and creating space for those stories to be shared.
MY MORNING KICKS OFF…
I’m usually woken by the alarm around 7am. I make breakfast for my daughter, wave her and my husband off to school and work, then fit in a workout and my own breakfast. Then I’m ready to sit down at my desk and start the day.
MY KEY RESPONSIBILITIES…
I spend a lot of time seeking out artists and exhibitions in the countryside that inspire me. When I find someone whose work resonates, I reach out and pitch them the idea of a CAC event. Once they’re on board, I create all the marketing — copywriting, emails, social posts, website updates, press releases, speaking to journalists. Then it’s onto the logistics: planning the event details and doing my research so I’m ready to lead a thoughtful, engaging conversation with the artist on the day.
THE MOST IMPORTANT SKILLS FOR MY ROLE ARE…
I rely a lot on gut instinct when choosing artists — guided by everything I’ve learned through my studies and career. It also helps that I enjoy being around people and making them feel at ease. I love creating a space where art can be discussed without people feeling intimidated. CAC is all about that — intimate groups, open conversations and a growing sense of trust. As members get to know one another, they naturally relax and feel more confident sharing their thoughts. I want to make art more accessible to everyone.
THE BIGGEST MISCONCEPTION ABOUT MY JOB IS…
People may underestimate just how much goes into creating a space where both artists and members feel comfortable, open and engaged. There’s a lot of time invested upfront — nurturing relationships, building trust and uncovering those unexpected connections that make it all worthwhile. In reality I put a lot of time, thought and energy into each event — from the artists and venues to every last detail — but I like making it feel effortless. That’s part of the magic: creating something that feels relaxed and spontaneous, even if it’s been carefully curated behind the scenes.
THE BEST PART OF MY JOB IS…
I love meeting the artists, getting to know them and uncovering what inspires their work. What stories are they trying to tell? What drives them? That behind-the-scenes access — the personal insight and connection — is what makes each event feel so special. I hope people feel that too and leave wanting more.
HOW I UNWIND AFTER WORK…
I love hanging out with my daughter and husband — cooking together, eating (a lot), reading and flipping through stacks of magazines for fresh ideas and inspiration.
IF I WEREN’T DOING THIS, I’D BE…
Some form of storyteller.
MY PROUDEST PROFESSIONAL MOMENT SO FAR…
Our latest CAC trip to Desert X in Palm Springs, California – an exhibition that I’ve always dreamed of visiting. I’m so proud I made it happen. It was our first overseas trip, squeezed into a crazy-tight schedule (a long weekend on the West Coast of the USA!), and everyone was relying on me to make it worth their while. And it was. Standing in front of Kimsooja: To Breathe as the sun set over the desert, my heart opened. I felt completely awash with pride, awe and a quiet sense of yes — this is exactly why I do this.
THE BEST PIECE OF CAREER ADVICE I’VE EVER RECEIVED…
My old boss in advertising once told me that one has to always be a little scared. Push yourself out of your comfort zone, persevere, take leaps of faith and I’ve always kept to it.
You can learn more about the Countryside Art Club here.
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