Mom Invented

From the age of two, Sheena Edwards’ youngest daughter, Lizzie, had an obsession with shoes. While out shopping one day, Lizzie picked up a pair of $200 crystal-embellished flip flops and said, "Do they have my size?" At that moment, it dawned on Sheena that no one had ever created a mother-daughter line of shoes.

She contacted her cousin Shilpi Goel in India and ran the idea past her. Shilpi had recently had a baby and was looking for an opportunity to work from home, and Lizzie Lou Shoes was born. It took nearly a year to bring the shoes to market, and Sheena's fabulous handcrafted jeweled flip flops launched at high-end specialty boutiques in San Antonio, Texas, and online in May 2009.

Sheena, a mom of 3, shares how she got her shoes to market, how she had to change her business focus and how she balances being a "working stay-at-home mom."

Mom Invented®: Why did you start this company?

Sheena Edwards: Being a stay at home Mom, I'm always interested in new opportunities to work at home. Shilpi had sent me many samples of products she could help produce from India, but never did either of us imagine we would embark on such a challenge.

What were your initial goals?

Lizzie Edwards wearing her Lizzie Lou Shoes

To create a high quality, uniquely styled flip flops for mother and daughter. After field-testing our first shipment, we decided to focus solely on the women's line. The children's line presented too many challenges for a startup business. It was hard to wholesale the children's shoes and maintain a reasonable price point for the consumer. Currently, the three original styles of children's shoes are available only on my website while supplies last.

What is your background and how does it relate to your company?

I have 3 children: Emily, 9, Lizzie, 6 and Vince, 2. My husband, Matt, is an attorney and I have been blessed to be able to stay at home since Emily was born. I sacrificed working outside the home and achieving business success to work at home, but this project has allowed me to have the best of both worlds.

I have a Bachelor of Arts degree from Trinity University and have experience in marketing, public relations and project management. The experience I use most, though, is the practical knowledge I have picked up from being a mom, and from listening to my friends and neighbors.

Living in Central Texas, flip flops can be worn nearly year round. The problem with most flip flops, though, is their lack of support -- and often, style. I knew that if I could marry comfort and style, I could really make an impact in the lives of other busy women like myself. Bringing together the ease of just slipping on a shoe along with the style of boutique brands just made sense.

What process did you follow to develop a prototype?

Working closely with my cousin, we began the task of designing and developing our product. Finding the right components and manufacturers proved to be very difficult, especially working from a different continent. Luckily, Shilpi's connections in the clothing manufacturing industry in India led us to the right supplier.

Finally, in March 2009 -- after several samples and design changes -- we finalized our first three styles. In July, we introduced six additional styles that are equally as popular as the first.

How did you determine your product's marketability?

I researched other designer flip flops on the market. When I started the process, there was only one competitor. Since we launched our line, the competition has grown in number. Luckily, our product is still very unique.

What was the biggest learning curve in terms of developing your product?

The importation process, including dealing with Customs, is quite overwhelming. I had to find a shipper and learn the laws and duties of importing into the U.S.

Through what markets are you selling?

My first Lizzie Lou sales were through local boutiques. I hope to expand that market throughout Texas, and outward from there. Eventually, of course, I'd love for Lizzie Lou Shoes to be carried at every high-end retailer in the country, but we've got to take it one step at a time. We also sell through our website and Womentorz.com.

What secrets have you learned in terms of publicity and marketing your product?

As a small, start-up business, my marketing budget is relatively small, so I had to be creative about getting the word out. The power of social marketing has amazed me. Sites like Facebook and Twitter have really helped me to expand my market and led me to people and companies whose goal is to promote mom- and woman-owned businesses.

What has been your greatest success with your business?

Sheena Edwards and her family

Being in several popular, high-end boutiques in my hometown of San Antonio, Texas. There's nothing quite like seeing your labor of love being enjoyed by the women around you. I love doing something that I can share with so many people. I've had more support from my fellow moms and friends than I could have ever imagined.

How have you managed to juggle the roles of business owner and mom?

I have to constantly remind myself that my business can always wait and that the kids are why I am where I am today. Sometimes I slow down and remind myself that my goal is to be a working stay-at-home Mom.

What surprised you most about the process of starting your business?

I have not enjoyed all aspects of running a business. It sure would be nice to have someone help me keep up with the finances and inventory.

What advice would you offer other moms developing their products/ideas?

Stay focused on your goals and don't give up. I had so many chances to quit and I am thankful that I didn't.

Thank you for sharing your story, Sheena! To learn more about Lizzie Lou Shoes, visit LizzieLouShoes.com. And if you have a great story to share about your product or business, we'd love to hear it!

Tagged as: featured mom, kid-inspired, mom entrepreneur, product business, shoe business