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A Jacksonville Beach woman who founded and leads a lifestyle brand centered around positivity has been named Ernst & Young’s Florida Entrepreneur of the Year, making her eligible for the national honor.
Patty Hughes, 60, started Natural Life in 1996 selling photography and crafts, and has since expanded the business to include clothing, jewelry, accessories and home décor.
“This win means a lot to me because it not only celebrates my achievements, but more importantly, the achievements of the entire Natural Life family,” she said. “Without the dedication and hard work of my entire team, Natural Life would not be in the position it is in today, so they deserve this recognition just as much as I do. I am truly fortunate to have the best team around.”
What she started alone now has 165 employees, a warehouse and a plethora of products, 90% of which are sold online and the rest wholesale. Natural Life is based at 901 Seventh Ave. S. in Jacksonville Beach.
Accounting firm Ernst & Young launched its “Entrepreneur of the Year” program in 1986. According to the company, the program recognizes “business leaders who demonstrate ingenuity, courage and entrepreneurial spirit,” including “bootstrapped founders who have built their businesses from the ground up.”
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An independent panel of judges, including past winners, CEOs, and other business leaders, selected the regional finalists and winners. Ernst & Young said each nominee was “evaluated based on their ability to create long-term value through their entrepreneurial spirit, commitment to purpose, and demonstrated growth and measurable impact, among other key metrics.”
Regional finalists and winners (Florida’s program included Florida and Puerto Rico) were recognized at a ceremony in June. National finalists and winners will be announced at Ernst & Young’s Strategic Growth Forum in November. The overall national winner will compete for the Global Entrepreneur of the Year award in June 2025.
According to the company, the winner will “gain lifetime membership to a global, multi-industry entrepreneurial community” with “exclusive and ongoing access to the experience, insights and wisdom of program alumni and ecosystem members across more than 60 countries.”
According to the Natural Life website, Hughes’ initial inspiration came from her mother, who was “passionate about making things” and ran a gift business out of their basement: “My mother was often found with sawdust in her hair, stains on her fingers, or a paintbrush tucked behind her ear.”
According to its website, Natural Life “specializes in lifestyle products and gifts that promote positivity, creativity and personal expression, aiming to foster a happy and inspired lifestyle, encourage its customers to embrace their individuality and spread positivity through its products.”
According to her website, Hughes wants to inspire her three daughters and other women and girls to “do what you love and enjoy life. When that magic happens, you can make the world a better place by being happy, enjoying the little things and living your ‘natural life.'”
bcravey@jacksonvile.com, (904) 359-4109
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