Our Founder

I’m Natalia Eller; founder of Vertellen Marketing and a strategic marketing consultant with over 14 years of experience shaping stories for some of the world’s most prestigious luxury brands.

My career has taken me across Europe, the UK, and Australia, leading global campaigns and in-store experiences for maisons including De Beers, Giorgio Armani, IWC Schaffhausen and TAG Heuer. From hosting VIP clients at Paris Couture Week to curating boutique launches and retail activations, I’ve always believed the true power of luxury lies not in the product but in the emotion it evokes.

I launched Vertellen in 2023 with a simple but powerful belief: that every brand has a story worth telling; one that can shape perception, deepen connection, and stand the test of time.

Today, I partner with premium retail brands especially in the worlds of watches, jewellery, and lifestyle to help them refine their narrative, elevate the client experience, and build enduring legacies.

Whether I’m designing a storytelling strategy, refining a customer journey, or activating within a new market, I bring a quietly confident, globally informed perspective; with detail, warmth, and intention at every step.

  • Natalia was employed by De Beers Group (Anglo American PLC) between September 2019 and December 2022 and reported directly to me for one year in her role as Global Client & Retail Marketing Manager. During this time, we worked closely together on several important projects, namely the creation of a seamless and distinctive Selling Ceremony and Retail Client experience. Natalia led the project management aspect of this business-critical piece ensuring all key functions of our HQ team and Global store network were captured and involved in this process. This included key stakeholder interviews, workshop group sessions, in-store observations, mystery shopping (online and in-store) and establishing key Brand and DNA messaging. Natalia is proactive, highly organized , and able to work with all levels of the business from store level to business executives. She is a strategic thinker who forward plans and raises potential risks in a timely manner. On a personal level, I have always valued Natalia’s honest and forthcoming approach. She is an outgoing team player who brings a positive energy with her for any challenge.

    Celine Assimon, CCO Bonhams

    (Former CEO at De Beers Jewellers)

  • Natalia has a rare gift - she is extremely professional, reliable, detailed, but also able to look at the bigger picture and bring creativity to every project. She can give you a different perspective and spot aspects that otherwise might go overlooked. When working with her, you can expect to have a timely, relevant and thorough delivery. She is always proactively looking on how to improve, optimise and grow. I am confident that she has bright and very successful future in front. I look forward to seeing how her career will evolve and where it will take her.

    Justyna Martinelli, Global Training at De Beers Jewellers

  • Natalia worked with me at IWC and was in charge of all our Marketing and Communication activities for Australia and New Zealand. She is a highly motivated Manager with a passion for details and an extraordinary understanding of the luxury industry. Natalia is a great team player and I hope our paths will cross again some time in the not too distant future. I am always available to give a personal reference for Natalia and wish her all the very best for her personal and professional future.

    Christian Westermeyer, Global Retail at Breitling HQ

    (former Brand Director AUS/NZ at IWC Schaffhausen)

  • I had the pleasure of working with Natalia since she started with De Beers on clienteling projects which she was leading in all regions. She is client centric and focused on delivering results. She then joined my team as Global Retail Marketing Manager and delivered strong go-to-market strategies for new products and campaigns. She has a very good understanding of marketing and retail, as well as of the differences between markets: she was able to cater for all the regions' needs. She demonstrated excellent communication and interpersonal skills. She is an excellence project manager too: she led the new retail experience project from beginning to end, showing her talent in managing multiple stakeholders throughout the organisation. She is adaptable and able to pivot quickly when the objectives change. She is a wonderful team player too. I was lucky to have her as part of the Global Retail management team.

    Sidonie Robert-DeGove, VP of Global Retail at Bang & Olufsen

    (Former Director of Retail & CRM, De Beers Jewellers)

  • A huge thank you to Natalia for all her help in making our night such a great success! She was an absolute pleasure to work with, everything felt so smooth and stress-free thanks to her calm and organised approach. Even though we were managing an event from across the country, Natalia made the whole process so easy. Right from the start, she really took the time to understand our brand's vision for the event, what we were hoping to achieve, and made sure every detail was spot on. Her ideas and advice were super helpful along the way and made a real difference to the final outcome. The whole team couldn’t be happier with how it all came together. We’re so grateful for everything she did, and we’re really looking forward to working together again in the future! Thank you Natalia!

    Taylah Stain, Marketing Manager at Sarah & Sebastian HQ

Book a complementary 30 Minute Discovery Call with Natalia