Jodie Fox has helped answer that often-asked question, “What shoes do I wear?” with her business Shoes Of Prey, an online retail store that allows women to design their own shoes.
“We believe that every woman should have her perfect shoe. “I created a business with my two co-founders Mike Knapp and Michael Fox in order to solve a problem of my own – I couldn’t find shoes that I really loved.”
Since 2009 Shoes of Prey has been making flats, heels, wedges and sandals designed by you, for you. The process uses a fun and easy 3D designer where customers choose the shape, colour and heel-height of their shoes. The designs are then custom-made according to the specifications of your very own personalised shoe. The business began with Jodie designing creative shoes for herself, but compliments from her friends soon gave her the idea to pursue this creative retail niche.
“Whilst travelling, I found someone to whom I could commission my shoe designs and as my shoe collection became exciting, my girlfriends asked me to commission designs for them too.”
Jodie’s favourite part of running the business is creating something that meaningfully solves a problem for many women.
“At a more granular level, this means shoe design; at a higher level, it’s creating an innovative and sustainable organisation that will continue to answer that problem.”
Jodie wishes she knew these three pieces of advice before she started her business:
- Firstly, just focus. Keep your eye on the final goal. This ultimately keeps you motivated.
- Secondly, there is no room for shyness. You have to be determined and outspoken when achieving what you want.
- Thirdly, compartmentalise stress and panic when you have to make fast and tough decisions.
For entrepreneurs, Jodie recommends that you familiarise yourself with a few skills and areas of expertise before you start. In particular, data collection and insights, financial management and public relations.
Jodie Fox’s advice for starting a business:
- Just make a decision and see what happens.
- Plan ahead. Do everything before you’re ready.
- Have passion and believe in the work that you create and do.
