If you’re experiencing foot pain, bunions, tight hips, or back discomfort, your shoes might be the culprit. Or perhaps your feet have changed through pregnancy and you can no longer ignore how uncomfortable all your shoes are. Your feet are packed with hundreds of thousands of nerve endings that send vital information to your brain to help you balance, move and adapt, yet most shoes restrict natural movement, leading to discomfort and poor alignment. Babies and toddlers need bare feet or soft, flexible shoes to help their feet develop, and this doesn’t stop when kids grow up – feet keep developing into the teenage years. Even as adults, our feet remain our foundation, and they thrive when they can move and feel the ground. At Roam Barefoot, they help families rediscover the joy of healthy, happy feet with stylish, comfortable options for all ages – from playful toddler styles to stylish adult designs. Their barefoot shoes offer a foot-shaped toe box, zero-drop soles and flexible materials to restore natural movement, improve posture and enhance overall wellbeing, supporting your whole body from the ground up.
The Passion: What Inspired You to Set Up Your Business?
Sourcing quality barefoot shoes in New Zealand was a challenge. With only one brand available in a few specialty shops, prices were high, returns were difficult, and there simply wasn’t a local focus on barefoot footwear. Both of us share a passion for foot health and a desire to spread the benefits of barefoot shoes. After years of wearing them – and facing a drastic increase in shipping fees post-pandemic – we recognised the need for a local business that could make these products more accessible.
People still think of barefoot shoes as the ‘toe shoes’ and we wanted to bring in various styles that actually showed how far barefoot shoes have come in terms of aesthetics and that you can have healthy feet and look fabulous too!
Inspired by successful online stores in Australia and the US, we knew that a model based on importing from various brands and selling online (without the need for a physical store) could work if adapted to our local market. Coincidentally, we had both considered the idea separately, and since we were already good friends, the conversation naturally evolved into a joint venture.
The Launch: How Did You Start Out?
We began our journey with a lot of enthusiasm – even without a website. Our initial efforts were centered on Instagram, where we managed preorders using a simple spreadsheet and manual invoices. Though it was hard work, our excitement was palpable. Our first brand partner, Be Lenka, set a high standard for our partners!
We purchased a tag printing machine (the set up nearly caused a rupture at Georgi’s house), bought bags, designed thoughtful thank-you cards, and decided to add a special treat to each order. We celebrated every sale, and many of our early customers were friends and followers familiar with barefoot shoes through Georgi’s already well-established social media presence. Looking back, we learned so much in those first few months because neither of us had experience running a product-based business. It was such a heart-led venture!
The Innovation: What Was the Biggest Breakthrough for Your Business?
Our breakthrough came when we took a hard look at our pricing strategy. Initially, we simply based our prices on our brand partners’ recommended retail prices and on similar businesses overseas. However, when we calculated the impact of shipping and other import costs, it became clear that this approach was unsustainable. By diving deep into the numbers, we were able to adjust our pricing to ensure our business could not only survive but also thrive in the long run. We keep our prices fair by working exclusively with brand partners who share our commitment to ethical employment and genuine sustainability, ensuring that everyone benefits.
Yin and Yang: How Do You Balance Work and Family?
Balancing work and family is an ongoing challenge. Both of us manage our own solo businesses while raising children of varying ages – with different needs and schedules. We’ve learned to work smarter rather than harder and always support each other when one of us has less capacity or can’t work. While we strive to work during school hours, evenings and weekends sometimes become necessary. This year, we’re also in the process of hiring a team member to help ease the workload and further improve our work-life balance.
