Daniella Shevel Makes Sexy, Comfortable, Conscientious Heels For Women Who Travel

Blisters, Band-aids, and tired arches. As a travel writer who appreciates fashionable heels, I’ve been searching for a designer who nails sexy with comfort while being mindful of sustainability. Finding a brand that can incorporate all three is challenging, if not seemingly impossible. Nevertheless, I saw ads for the Daniella Shevel Romi shoe on Instagram which piqued my curiosity. The shoe’s gorgeous leather, woven into an open-knit fishnet stocking style, featured a 3-inch heel with a cushioned sole. I wondered whether they could pass the 15-minute hotel-to-dinner walk test, so I ordered a pair in black for a trip to Milan and Piedmont, Italy. Indeed, they were so comfortable – and attractive – that I wore them nearly every night of the trip— and received endless compliments.

I contacted Ms. Shevel to learn how she created a line of fashionable, comfortable heels that incorporate sustainable and conscientious practices. She offered her time to Forbes to give her story, which is not just fascinating for the final product but for how she succeeded as a young female entrepreneur without a formal background in footwear design.

When did you know that shoes would be your future?

When I was 15 years old, during a family vacation, I stumbled upon a Jimmy Choo boutique in Las Vegas. Inside, I spotted a striking pair of black and neon orange shoes that left an indelible impression on me. The experience of holding and examining them up close was truly enlightening.

Upon returning home, I delved deeper into researching the brand and became enamored with its history, especially the remarkable journey of Tamara Mellon, a female entrepreneur who had built this impressive empire. Unbeknownst to me at the time, her story served as a wellspring of inspiration, and I felt a deep connection because of our shared gender. From that moment forward, I harbored a strong aspiration to create my own shoe brand one day.

Do you have a “first shoe” that you fell in love with that stayed on your mind throughout your life?

The black and neon orange shoe I encountered that day became my inaugural footwear infatuation. It boasted an impressive height of at least six inches, a profusion of delicate straps, and was crafted from glossy black patent leather adorned with a striking neon orange patent leather strap.

This design was undeniably bold and eye-catching. The meticulous stitching and precise detailing added to its allure. What particularly captivated me was the architectural quality it possessed. It could effortlessly maintain its striking form even when unoccupied, standing proudly without a foot inside.

I view shoes as akin to chairs for the feet, and I often draw inspiration from various chair designs during my creative process.

You don’t have a formal background in shoes. How were you able to circumvent that?

Initially, my lack of a formal design background left me feeling quite insecure when I embarked on this journey. However, my unwavering determination took the reins, and I somehow persevered through bouts of self-doubt.

What I’ve come to realize is that no matter when you start, if you possess passion and tenacity, you can acquire and build your own set of credentials. My prior experience in marketing and basic business fundamentals proved invaluable in launching my venture. I gradually picked up the technical aspects of shoe design along the way.

Entering the shoe industry was undeniably challenging. It’s heavily saturated with major players and demands substantial capital investment. When I began, it truly was a leap of faith. To gain a deeper understanding of the process, I enrolled in a course in Brooklyn, which guided me through the creation of my own pair of shoes.

As my business has grown, I’ve brought in more technical expertise, from which I’ve learned extensively, enabling us to offer a superior product. I believe in hiring individuals with the necessary skill sets to complement your areas of expertise. If you’re dedicated, learning can happen regardless of whether it occurs in a formal educational setting or later in life, as in my case.

Shoe making, at its core, is a skill in problem-solving. Every new design presents unique fitting challenges and rarely materializes exactly as envisioned from the initial sketch. Design is just one component of a multifaceted puzzle. The true magic unfolds during prototyping, collaboration with our factories to achieve the desired fit and aesthetics, and the iterative process of testing and refinement.

Did you run into obstacles as a younger woman breaking into a male-dominated industry?

I had conversations with a couple of industry veterans, often referred to as “shoe dogs,” when I was trying to kickstart my journey and build connections. Interestingly, these discussions consistently revolved around the same advice: they suggested that I gain experience by working for Steve Madden for a few years. They believed this would provide insights into the industry’s challenges and the level of competition in pursuing my goals. It seemed like they perceived me as a young twenty-something who might have had a somewhat idealized view of the industry, merely seeking to dabble in fun and creative designs without the ability to grow a buisness. They didn’t take me seriously, and I can’t fault them for that, but they underestimated my determination and unwavering commitment.

There may always exist some form of bias, but I firmly believe that my tireless efforts and dedication will ultimately prove those biases wrong.

What are your biggest complaints about the shoe industry? Do you think you’re solving any of them?

My primary concern stemmed from the fact that a significant number of prominent shoe designers were male, often failing to create designs that aligned with the practical demands of a woman’s daily life. Furthermore, I’ve witnessed the detrimental effects that poorly designed shoes can have on the feet of clients like bunions and plantar fasciitis, to the extent that they can’t even contemplate wearing a pair of shoes with any type of heel.

We wholeheartedly prioritize comfort just as much as aesthetics. Undoubtedly, this commitment sometimes places limitations on how ‘alluring’ we can make certain shapes and angles. However, our entire process, from design to testing, revolves around a dedicated and unwavering focus on comfort, alongside creating beautifully designed footwear.

What did you learn about running your own business that you’d want to pass on to others?

Continuous learning is essential. Don’t be too hard on yourself for your mistakes; instead, use them as valuable lessons and keep progressing. Mistakes are an integral part of the journey.

Recognize that your product will undergo a learning phase as it seeks its market fit, and it’s crucial to embrace the insights gained during this process. The initial product(s) you launch may not necessarily be the ones that lead to profitability, but the rather ones you create from those learnings.

Building a brand is a gradual process that cannot be rushed. Don’t buy into stories of overnight success; they don’t reflect the reality of the journey.

Let’s talk about sustainability. Fashion is notorious for its mark on the environment, from production to disposal, as well as for its treatment of laborers both in wages and work conditions. Talking in broad brushstrokes, what needs to change and how can it be done?

Sustainability can only thrive when it is economically viable and when major industry players steadfastly adhere to sustainability guidelines. From a business standpoint, it’s crucial for sustainability to align with financial interests.

The involvement of industry giants, who possess significant influence over their suppliers, is essential in establishing rigorous standards that can subsequently guide all suppliers and partners, creating a ripple effect throughout the industry.

When did you decide to incorporate sustainability efforts into your business model and how challenging has it been to stick to the principles you decided to pursue?

Sustainability has always been an inherent value for me, driven by the instinctive desire to create a world where future generations can thrive without the looming threat of environmental crises like climate change.

However, I want to be completely transparent about this. When starting a business, you’re faced with numerous challenges and priorities. One of my major challenges was finding a factory willing to work with me as a high-risk venture. I didn’t have the luxury to meticulously select the most sustainable options with every eco-friendly accolade in place. Financially, I couldn’t afford to establish a dedicated department to scrutinize the production line, especially in the complex world of footwear where we collaborate with over 20 suppliers for each style.

So, I decided to focus on what I could control. Production in small batches to prevent overproduction and waste, which also aligned with our business model and cash flow capabilities. Our small-batch approach not only slows down the fast fashion cycle but also ensures that we don’t churn out excess styles that eventually end up as landfill waste.

We’ve cultivated close relationships with factory partners who uphold high standards in craftsmanship, provide fair wages, maintain top-notch production quality, and ensure good working conditions. We make a conscious effort to avoid overseas shoe production hubs where labor practices and environmental controls are inadequately managed or regulated. All our factory employees receive living wages, which are set and monitored according to the standards established by the Brazilian and Italian footwear sectors.

For those who want to further offset their carbon footprint, we offer the option to opt into our EcoCart at checkout, where a small contribution of $2-$4 can make your order 100% carbon neutral. This means that we will take steps to neutralize or mitigate all carbon emissions generated during the production and shipping of your shoes. These contributions support environmental projects such as wind and solar farms for clean energy or the protection of trees that absorb carbon from the atmosphere. We provide information about the specific project your donation supports to ensure transparency.

Finally, we recognize the environmental impact of shoe disposal, and as a responsible footwear industry participant, we aim to find better ways to repurpose shoes and materials. We’ve partnered with non-profit organizations like Soles4Souls, which prevents pairs from filling up landfills, provides shoes to those in need, and creates job opportunities through the resale of used pairs. To encourage the upcycling of your shoes and reduce waste, we offer a $50 credit for every 5 pairs you donate to Soles4Souls. Alternatively, for every $250 donated to Soles4Souls, we match it with a $50 credit towards the purchase of our shoes.

What was your first design and what’s your favorite shoe from your current collection?

The BellaDonna, a lace-up boot that remains in our collection since its debut in my first collection, continues to stand as a centerpiece today. It not only established the brand’s direction but also offered valuable insights into my clients’ preferences and the distinctive style for which I’ve become recognized. It serves as a constant reminder of my journey, my original aspirations, and the path I set out to pursue. For these reasons, it will forever hold a special place in my heart.

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