You get to design your OWN SHOES! Full Stop. The End.

Haha no really, have you guys heard of Shoes of Prey before? (I wrote a post on them a little while ago – read it here) It’s an Aussie company that lets you go online, and literally, create your own shoe – heel height, colour, toe shape and then some.

Jodie Fox, Fashion Director and Founder of Shoes of Prey

I was lucky enough to chat to Jodie Fox, creator of this amazing concept label, about how she started, how she keeps going and what she things about the world of online shopping!

[line]Chasing Cait: As a self-confessed shoe addict (it’s actually written on my business card!) I think Shoes of Prey is the greatest idea in the history of the world! What sparked the idea for the site?

Jodie Fox: I was solving a problem of my own – I’d always liked shoes, but I never loved them because I couldn’t find exactly what I was looking for. Either it wasn’t quite the right colour, there was an embellishment I didn’t like, not quite the right heel height… anyway, when I was travelling, in the same way that you find someone who will make a custom suit for you, I found someone with whom I could commission shoe designs.

My shoe collection became really exciting, and my girlfriends asked me where I was getting my footwear. When I explained, they asked me to create shoes for them too. Concurrently, my two business partners Mike and Michael were at Google and becoming really excited about the opportunities in online retail. They just needed an idea. We all came together and Shoes of Prey was born.

Check out this video to find out more about how Shoes of Prey works

CC: Do you think Shoes of Prey has changed the way women think about shopping online? And why?

JF: To some extent – I think we help women to feel more confident about shopping online because of our generous returns policy (we will remake or refund your shoes so long as you return them to us within 365 days, unworn), and transparency in communications. That being said, I think we have an even bigger task ahead which is to have women think about designing exactly the shoe that they want whenever they are thinking about buying a new pair of heels.

CC: Most of my personal styling clients, and blog readers are too scared to shop online –they think things aren’t going to fit right, be different than what they thought etc. What is your best advice to give to these women re shopping online?

JF: Just make sure that the place you’re purchasing from has a really good returns policy. And, if you’re unsure about the purchase all together, then maybe take a look at the brand’s social media channels or try looking up the brand name as a hashtag on twitter to see what the consumer commentary is like.

Here’s one I prepared earlier!
This is the official shoe of Chasing Cait haha

CC: What are your thoughts on mainstream fashion magazines vs bloggers? Is there still a place for both in fashion? Any favourite bloggers that you follow?

JF: There’s definitely a place for both in the world – They offer really different things. When I am reading fashion magazines I’m looking for curation an analysis. When I read a blog, I’m looking for gut-feel and personal style.

I have a tonne of favourite bloggers I follow! The best way to see who I follow is go to my instagram (@jodieannefox) and have a look at who I am following.

CC: What kinds of shoe trends are coming up for Spring/Summer that everybody can jump on board with?

JF: Flat shoes, with thick straps in neutral block colour.

Jodie’s tip for Spring – available NOW on Shoes of Prey for $179 NZ

CC: What is YOUR favourite shoe? And why?

JF: This is a tough one! At the moment, it’s the shoe we made for the Carla Zamaptti runway show that opened fashion week this year. It’s so comfortable, tough, edgy and feminine.

Shoes of Prey for Carla Zampatti

CC: If you could wear ONE shoe for the rest of your life, what would it be and why?

JF: You have truly stumped me – I don’t know how to answer this question – I honestly don’t think I could ever choose just one pair of shoes. I promise I tried to think of one, but I just can’t!

Jodie Fox is appearing on the panel for Online Retailer Conference & Expo, Sydney (21- 23 July, 2014) and will be discussing the topic, Fostering a Business of Extreme Success.

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Love the idea? Awesome huh! Well you could WIN 52 pairs of shoes from Shoes of Prey!

I didn’t know if I wanted to tell you about this comp to be honest – I want to WIN them all myself haha!

Good luck!

In Love & Style Always

Cait xoxo