Like many entrepreneurs, my journey to success started long before I designed my first shoe. It started as a hobby while I was pregnant with my daughter, then quickly grew into a profitable business. I was lucky to have a partner in both life and business who truly believed in me and became the first investor inANYI LU International. David Spatz, my husband and business partner, understood my passion and believed in my talent. After three years in business, the company was profitable. Looking back on it, I can say I gave birth to both a business and a baby at the same time.
After five short years, ANYI LU boasts annual revenue topping $5 million, and the shoes are being sold at Nordstrom, Bloomingdale's and fine boutiques across North America. Starting a business is not easy, but I have held tight to my core values -- and this has made all the difference.
Value Each Experience
My passion for art started as far back as I can remember. I recall the conversation I had with my father during my senior year of high school as though it were yesterday. We were discussing my future, and I told him I wanted to attend art school. He told me I had to pick a profession that would support me for the rest of my life. My dream dimmed, and I went on to get a degree in chemical engineering.
I successfully maneuvered my way in a male-dominated profession working for corporate giants Dow and Chevron. Trying to maintain a professional appearance, I opted for high heels with business suits, but I literally struggled to keep pace with my male counterparts. Physically, I was always a step or two behind them, with aching feet. That was a light bulb experience for me, and I wondered -- with all the innovation we have today, why can't women have shoes that feel comfortable and look beautiful?
I went to the drawing board because I was always sacrificing comfort for appearance, and I asked myself why we can't have it all. Like any good engineer, I knew this was a problem, and I wanted to find the solution. Furthermore, my experience as an engineer taught me how to evaluate and design a product on a much deeper level than if I had gone straight to art school. Had I chosen a different path, I would not have truly understood the need women have for better shoes.
Look for Opportunities; Don't Wait for Them
You never know when a great opportunity will present itself. In my career as a chemical engineer, I saw an opportunity to work in the marketing department and snapped it up. This was my first glimpse of the creative process. When the company asked me to return to engineering, I decided to take fashion drawing classes at the San Francisco Academy of Arts to keep my creativity flowing. I absolutely loved it, and I started painting and making sketches.
Not long after I started art classes, my sister became engaged. After much discussion about wedding fashions, I realized she would need two pairs of shoes to get through the wedding. As a former competitive ballroom dancer, I bought her a pair of dancing shoes. This was the moment that sparked the connection between my artistic ability, engineering background and love of fashion, specifically footwear.
Starting a footwear company wasn't easy because there is an enormous barrier to entry. The shoe-manufacturing business is heavy with upfront costs -- factories need to be paid before they begin production. My husband helped me start the business with a $500,000 investment. I then went to the Italian Trade Commission in New York and found an agent who took me to Italy.
Never Compromise on Quality
I could have increased profitability by manufacturing the shoes in China or South America, but I refused to compromise on quality. Today, we are virtually the only shoe designer at this price point ($345 and up) still manufacturing in Italy. Stuart Weitzman is in Spain. Tory Burch is in Brazil. Right now, ANYI LU remains committed to Italy.
I spent a year working with our agent, researching leathers and interviewing factories in the Tuscan region of Italy. Each shoe is sewn by hand using Old World shoe-making talent. I knew that I could not cut any corners if I wanted the shoes to offer women a fashionable solution to aching feet. We chose Italy because it's a personal favorite, and I love Italian-made shoes. When you think of couture, you think of Italy.
Our initial small collection of 12 to 15 styles on six lots was enough to attract Nordstrom's attention. That's when I knew there was a demand for Couture Comfort footwear.
ANYI LU shoes feature professional support, flexible sacchetto construction, proper fit toe box, cushioning Poron, balanced heel and breathable Nappa leather. Combining all these elements makes ANYI LU shoes much more comfortable than the average women's heel, so they can be worn for an extended time.
Be Passionate About Your Beliefs
If you want others to believe in you, it is important to be passionate about what you believe in. When I designed my first collection, I knew I had a great product, but I needed the world to see it, too. I took a chance and signed up to exhibit at The Collections, a division of the World Shoe Association Show in Las Vegas. I sold my first order to Nordstrom at that show. Back in 2005, my shoes were sold in five Nordstrom stores. In spring 2011, ANYI LU shoes will be sold in 60 Nordstrom stores. This year, I have expanded my sales network to include Bloomingdale's as well as more than 50 independent retailers across North America.
I also believe in developing quality products. ANYI LU shoes are hand-sewn by the finest Italian craftsmen, which can be expensive. We focus on fit, one of ANYI LU's points of differentiation. We start with 20 to 30 shoe designs. We approve prototypes and samples, but if we can't make the shoe perfect, we cancel the order. In one case, I cancelled an order of 500 pairs of shoes because I did not believe we could get a perfect fit. We have an extensive development process and a lot of ruthless elimination at the selling end.
Know Your Customers
Like me, ANYI LU women typically are working women on the go who are passionate about their careers. They are practical, savvy and always willing to do more. It is important for them to look professional without sacrificing style and comfort.
Many of our customers consider the "price per wear" when they purchase a pair of our shoes. Since the shoes are extremely comfortable and versatile, they are worn more frequently and for longer periods of time than a pair of less expensive shoes that make a woman's feet hurt. ANYI LU women recognize the value of owning a pair of shoes that can be worn from day to evening and season to season while maintaining shape, comfort and style. I am humbled when customers thank me for understanding their needs.
Staying in contact with our retailers and customers provides an excellent opportunity for feedback. We participate in trade shows and rely on our retailers to tell their colleagues about our line, which is the best marketing we know. We've been told that customers start off with one style and then buy more because they fall in love with the comfort. We are lucky to have great independent retailers -- such as Stanley Eisenman in Ft. Worth, Texas, and Nordstrom nationwide -- who know how to sell our shoes to their clients.
One of my favorite parts of the job is going out to stores and meeting the customers through personal appearances. I enjoy spending an afternoon meeting with customers and helping them fit perfectly into a new shoe. It's so important to hear their opinions. We've also been featured in fashion magazines and business publications, which helps spread the word about ANYI LU. Furthermore, we have a very loyal customer base who are the best promoters of the brand.
The Best Is Yet to Come
We recently celebrated the company's fifth anniversary with the addition of Bloomindales's as a customer. I always maintain that it is important to have realistic expectations in order to keep the business manageable. I surround myself with talented people who share my passion about the business.
When I started, I may have underestimated how challenging running an international business would be and all of the issues I would face season to season. Admittedly, I was a little naïve -- I didn't anticipate the ever-changing exchange rate or the increasing costs when working with Italian manufacturers. We've succeeded by running a lean company and keeping overhead very low to offset these other, additional costs.
Like many women entrepreneurs who are also mothers, maintaining a balance is not easy. My work schedule can often be unpredictable, and I travel to Tuscany eight times a year to work with the factories. This has inspired me to find creative ways to keep it all in check.
Recently, I was selected as a Women Entrepreneur of the Year in San Francisco. I am honored to be recognized by the women I design for. I also have partnered with Dress for Success SF to provide ANYI LU shoes to disadvantaged women trying to gain economic independence. I believe it is my responsibility to give back to women in need.
ANYI LU is the founder of ANYI LU, high-fashion shoes designed with comfort in mind.
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