Defining Moment

I always dreamed of running my own business but I would never have left my current job (my comfort zone) if it hadn’t come down to circumstance. When I became pregnant with my first child, it really gave me the push I needed. My employer didn’t… read more

Mistake To Avoid

I spent too much money on Search Engine Optimisation and advertising in the beginning. I would be far more precise regarding the audiences I was targeting this time around. To be honest I would be more careful about spend and stock purchases in general-… read more

Secret

Don’t struggle alone as I did for three years. Talk to people about what you’re doing. The Entrepreneurs’ Forum has been an amazing crutch and support base for me. There are loads of people out there who can help, just be honest about where you are… read more

Challenge

My biggest challenges have been managing cash flow and giving birth to my second child whilst running the business at the same time. I overcame those by a) getting and using my overdraft and b) getting cover for the six weeks after Christopher was born… read more

Success

For two years in a row we have been a finalist in the E-retailer of the Year category in the Drapers Footwear Awards. Both times we have taken third place, loosing out to Schuh and ASOS this year, and ASOS and Dune the year previously. Each year we lost… read more

Aspiration

I wanted to be THE name in designer footwear on the internet- the place to come for exceptional service and quality. To be honest, I expected the e-retail aspect of the business to take off much more than it has. But then again in this current climate… read more