Natalie Ann Jamieson kept viewers invested for years as Amy Wyatt on Emmerdale, but after her character’s sudden and emotional departure, fans started to wonder what she would do next. Instead of stepping straight into another acting role, Natalie has taken a very different path
A Powerful Goodbye to Emmerdale
Natalie joined Emmerdale in March 2019, stepping into the role of Amy Wyatt. Over the years, she brought out every side of the character and went through tough times with her family. The character also handled the ups and downs of motherhood, and often tried to find her place in the village.
Natalie had strong chemistry with other characters, and many viewers came to care about Amy because of how real she seemed. Then, in early 2025, Emmerdale shocked viewers with Amy’s sudden death in a limousine crash. It ended her story in one of the show’s most emotional episodes. After that moment, many fans started wondering what Natalie would do next.
Natalie Starts a T-Shirt Brand on Instagram
However, Natalie didn’t rush into another acting role. Instead, she picked up a new project; it’s creative and close to her heart. She’s started her own embroidered t-shirt brand called @bynatjam, which she introduced through Instagram. In her post, she said, “Why am I making tee’s? Well, lots of reasons but mostly for FUN!”
Natalie explained that she first made the shirts for herself and her friends at Glastonbury. The designs sparked fun conversations and made people laugh, and pushed her to learn more and now, she’s turned it into a real brand. She said she loves the process and enjoys making something that puts a smile on someone’s face. Her motto is simple: “Do what you love, have fun doing it, and make people smile.”
Acting Isn’t Over; Just On Pause
Natalie hasn’t left acting behind. She hasn’t announced her next role, but she hasn’t said she’s done with TV either. Right now, she’s just taking time to enjoy something new. She mentioned she’ll post more videos about how her t-shirt idea came to life.
After six years on one of the UK’s biggest soaps, Natalie has chosen to explore another part of herself. She’s still making people smile, just in a different way. Stay tuned to Soap Opera Daily for the latest updates on Natalie and more stories from Emmerdale and all your favourite soaps.