Ever had a clear picture in your head of a pair of shoes you yearned for, but simply could not hunt down in stores?
Then YOU need to meet “Shoes of Prey”.
Co-founded by sassy ex-lawyer, Jodie Fox, Shoes of Prey offer women the world over a unique, bespoke shoe service. Simply hop onto their website, select the shape, colour and heel height of the shoes you desire and the team at Shoes of Prey will make your vision a reality.
“Your design. Your size. Your perfect shoes.”
Editor, Michelle Larin, caught up with Fox to learn more about her and this innovative brand concept.
Q: Jodie, can you tell me a bit about yourself and what you did before launching Shoes of Prey?
A: I'm a lawyer by trade and practiced in banking and finance law for three years before my desire to get involved in the creative industries got the better of me. I first moved into advertising and I’m now Chief Creative Officer at Shoes of Prey. My creative side is completely indulged, which makes me incredibly happy.
Q: When did you launch Shoes of Prey and where did the idea for such a unique brand concept come from?
A: We launched in October 2009 and we were the first in the world to offer women the opportunity to design their shoes online. The whole idea was borne from a problem of my own - I always liked shoes but never loved them because I was unable to find exactly what I wanted. When I went travelling - in the same way you find someone who can tailor a suit for you - I found someone I could commission my shoe designs with. As my shoe collection became more exciting and creative my girlfriends asked if I could commission shoe designs for them too. However, I wouldn't have considered turning it into a business without my co-founders Mike and Michael. They were both at Google at the time, but excited about the opportunities being generated in online retail. With our passions combined, Shoes of Prey was born.
Q: What are some of the challenges you faced establishing such a unique business model?
A: There were and still remain innumerable challenges with our business, but the main one (which is ongoing) is tantalising shoe lovers with the idea that rather than opting for off-the-shelf shoes, they can open their imagination and possess whatever shoes they desire.
Q: Why the name "Shoes of Prey"?
A: It’s about that moment when you’re walking down the street, spot a pair of shoes you love, take a mental snapshot of them and then go "hunting" for the same shoes! Those shoes become your prey, and at Shoes of Prey you can hunt down whatever shoes you want.
A: Tell me more about the design options offered to your customers via your website.
Q: There are more than 196 trillion possible design combinations that can be created through Shoes of Prey. Shoe lovers can choose the heel height and type they would like; that is, from a flat shoe all the way through to a ‘glamazonian’ shoe style with a 6-inch heel in a stiletto or wedge shape. There are more than 120 materials available through our online store, ranging from vegan to snakeskin. Whether ankle boots, oxfords or stilettos, we believe that every woman should have the perfect shoe!
Q: From where do you source the materials used to fulfill your orders?
A: Our materials are sourced from a number of places around the world, including Italy, Spain and China. We have a team of technicians who hand-make our customers beautiful shoes in China.
Q: How would you describe your personal style?
A: My style is largely monochromatic, tailored, with textual features for edge, including leather and metal.
Q: What's your impression of the Australian fashion scene?
A: Whilst the Australian fashion scene is well-established domestically, I feel it has an incredible opportunity to develop internationally and have the world fall in love with our work. We are particularly strong in swimwear, though I do believe that the work of designers such as Romance Was Born and Carla Zampatti (albeit in different ways) would translate well internationally.
Q: What in life inspires you?
A: People; I'm so lucky to have incredible people in my life who provide me with inspiration, strength and joy.
Q: What factors drive you to succeed?
A: To be honest, I’m not sure! I'm just doing what I love and that makes me happy. I want to have talented, inspiring and highly motivated people in my life. I suppose all of those things drive success as we know it. But, fundamentally, I'm just passionate about what I am doing.
Q: What’s the best advice you can offer someone who has an interesting idea they want to turn into a business opportunity?
A: Move fast. Be passionate. Do everything before you are ready.
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