.
I was very happy to discover Life and soles, an e-store that focuses on simple and well designed shoes. Based in Vancouver, Canada, Life and soles was founded by Laura Falconer and launched only a few months ago.
Laura tells us more about her love for shoes and other things…
When did you start your e-store?
We went live for business in July 2011
.
How did the idea of the e-store come to you?
I’ve always loved shoes and as my daughter began to walk I began hunting for quality, unique, great looking footwear for her. Pretty quickly I learned that shopping with a toddler isn’t easy and I’ve always been a keen online shopper so I headed to the web. I noticed there was an absence of a one-stop-shop for kids footwear, lots of stores do clothes and shoes but it was hard to find any that focused solely on great shoes. I’ve been a graphic/web designer for 11 years so it seemed like a simple solution to set up my own store!
What brands do you carry ?
We carry: Converse, Native Shoes, Livie & Luca, Havaianas, Keep, Salt Water Sandals, Hunter Boots, BabyLegs warmers and socks, Fore!! Axel & Hudson hats. I love all of the brands we carry because I’m passionate about good shoes and good design so I make sure only to stock brands that I would be happy for my own daughter to wear. Native and Keep have been very successful which I think is due to their well-made, unique and simple design. They’re also both companies that care about the ethics of how their footwear is made. I have a particular soft spot for Native because they’re a Vancouver based brand! The BabyLegs leg warmers have also been selling well, they’re such a useful item that looks adorable.
.
What children’s trade shows do you visit?
None so far! I’ve focused primarily on trade shows featuring the footwear I hope to stock such as KnowShow and The Vancouver Shoe Show. Now that we’re up and running I’ll be planning visits to children’s trade shows.
Where are your customers from?
Right now we’re 60% Canada, 30% US and the rest of our sales coming from the UK/Europe. Our marketing push at the moment is to expand our reach to the UK, Europe and Australia.
Is the business how you were expecting it?
It’s actually better than I expected! I work 4 days a week as a graphic designer, raise my two year old daughter and run the business in the time that’s left. I was very concerned that the work involved would be too much. Fortunately my husband is also a graphic designer and works in an advertising firm so he’s great at helping out (he built the face of the online store) and is a good sounding board for ideas. Sometimes it’s hard to juggle everything and I get frustrated because I have so many plans for the store and so little time but I love Life & Soles and find it very satisfying to strive to make the shop the best that it can be and offer a great service. I’ve learned so many new things and I’ve found it fun to face a completely new challenge. Plus I adore shoes, every time new stock arrives I’m in heaven!
What shoes were you wearing when you were little? Any brand or particular trend that stayed with you?
Laura and her daughter on the beach…
.
What would you say about the general economical climate in your country?
Canada didn’t seem as badly affected as some countries by the recession and Vancouver in particular seems to have continued to thrive.
What are your favorite cities in the world and why?
Vancouver because it’s been my home for 8 years now and it’s a beautiful place to live. Edinburgh because my husband and I are Scottish born and bred and we met while both attending University in Edinburgh, we lived there for 10 years before moving to Vancouver. Perth in Western Australia because my family emigrated there some years ago, I see it as a second home. In Perth I love the heat and how massive and blue the skies there are.
Have you seen interesting/new children’s stores that you liked recently?
I recently came across Cool Kids NYC online and think it’s great: www.coolkidsnyc.com
What is your favorite children’s store in your own city?
Dandelion Kids on Commercial Drive. It’s in my neighbourhood and they stock beautiful products.
Your favorite online destinations, related to children?
A friend recently pointed me to the Oh Joy! Baby blog and I’m addicted (ohjoy.blogs.com) I also like to think that some day I’ll have the time to get my sewing machine out and follow some of the amazing online tutorials for kids clothes : www.craftinessisnotoptional.com and www.prudentbaby.com
Florence Rolando
Launched in London in early 2009 by Florence Rolando (journalist, co-founder of Bubble Trade Shows) Pirouette Blog has been a reference in the industry since 2009 with its combined business and consumer view of the children’s market. A fantastic resource for children’s fashion, design, trends and culture, it aims to support creativity and talent but it also does this by talking about life, family, culture and health.
Florence is an international leader in the industry (8 years as a Milk Collaborator, contributor to Naif Magazine in Spain, co-founder of Bubble Trade Shows in New York and London).
Now Florence runs Energy Therapy Porto @enrgy_therapy_porto
Subscribe to Pirouette's monthly Newsletter.
You might also like
August 18, 2022
New Bricks & Mortar Store ‘Charlie & Lu’ opens in Essen
More evidence that the rejuvenation of bricks & mortar is underway. Paade Mode have just opened their flagship store in Riga. Carmel London has a new location on Madison Avenue in New York whilst…
May 31, 2022
Rent, Love, Return, Repeat – new platform launching Babu
Exclusive rental subscription service for designer baby and kids' fashion. There are lots of interesting new platforms launching in the kids' fashion & design sector currently. Set to launch on…
November 25, 2019
Repose AMS opens its first bricks & mortar store
Congratulations to Repose AMS who have opened their very first bricks and mortar store in the Molukken-straat located at the heart of east Amsterdam. A vibrant and culturally diverse location…
September 21, 2019
Cissy Wears X Bobo Choses
There are a few holy grail shops for brands small and Large on the childrenswear circuit, shops all labels aspire to be carried by, shops that can make or break you as a brand, shops that have their…
September 16, 2019
A Quick Look… at ABC Carpet and Home, NYC.
It's the Manhattan institution in which every artistic independent aspires to have their unique pieces on display in the coveted kids corner. OK, they only have a very small section of the store…
April 5, 2019
Introducing Sugarloaf, the consciously-curated concept store for little ones
When Florence was in NYC for Pirouette she met up with Danielle Delaloye owner and founder of consciously-curated concept store for little ones at the The Hudson Collective. Interested in Danielle's…
March 21, 2019
Velveteen opens new London Notting Hill Store
Last night Velveteen opened the doors to their new Notting Hill Store, welcoming press, buyers and friends to join in the celebration. The store is located on the very beautiful and fashionable…
December 13, 2017
Store Profile: Luna & Curious + the owners #CoupDeCoeur selection!
Luna & Curious is an independent store in Shoreditch, East London, owned and run by three creatives, Polly George, Kaoru Parry and Rheanna Lingham, who combine their talents to create an…
November 19, 2017
Boutique Petit Pan opens in London
Boutique Petit pan opened in London (Hampstead) last May and is about to launch colorful sewing workshops for mother and daughter.