Alexa started The Shoe Fairy in 2015 when she was competing in bikini competitions. Alexa noticed there were companies known in the industry for everything but.. the SHOES! And let us tell you one thing, Alexa LOVES shoes, a match made in heaven. After diving deep into this business, Alexa started learning more about her customer’s needs and wanted to become not only a one-stop-shop but a community. Alexa believes to have the best customers in the world and appreciates each and every person beyond words can explain. Which is also a reason why Shoe Fairy’s orders (still to this day) get a handwritten note. They have written thousands by now! That’s what sets Shoe Fairy apart from other shoe businesses. This is not just a business.
”This is a PASSION that blood, sweat, tears, and heart has been poured into. When you shop with the Shoe Fairy, you are supporting people that will support and love you right back.”
The start
In 2015 I began to compete in bodybuilding competitions, in the bikini division. It was then that I really started developing self-discipline in a way like never before. I would listen to motivational speakers all throughout the day such as Eric Thomas and Greg Plitt. My view on life, myself and my career slowly began to change. I was tired of working a “normal” job that didn’t fulfill me. I knew I wanted to create my own company within the fitness space but I just didn’t know what.
One day, while scrolling on Instagram, the idea just hit me. I realized that every girl who competes in a bodybuilding show tags the companies that she uses. For example, the bikini, hair, tan, makeup, jewelry, etc. At that time, there was no one known for shoes on Instagram (yet). That’s where the idea was born, from my cubicle as my last “job”. I saw the need and wanted to be the one to fill it, so I did!
Tell us more about The Shoe Fairy, who are your clients, what are they looking for?
The Shoe Fairy is the leading name in competition footwear and accessories! We are predominantly in the bodybuilding industry. For this sport, females must wear a specific clear heel on stage along with stage jewelry. The Shoe Fairy sells a wide variety of clear heels, comfy slides, stage jewelry and other accessories to accompany competitors on their show day.
How did you start The Shoe Fairy?
The Shoe Fairy started as a wild idea that popped into my mind while I happened to be sitting in my cubicle at my old job. I not only wanted to sell the shoes that my customer needs to wear but I also wanted to design them with Swarovksi crystals to match the bikinis worn on stage. I wanted to be sure my business would really stand out in order to gain traction. So once I had this idea I thought to myself – “Can I even design shoes?” So I went to Youtube, looked up how people crystallized shoes, went to Michael’s after work that same day and got the stuff I needed. I then pulled out a pair of heels from my closet and gave it a go. Once I realized I had some potential, I went onto Google and started to research where I would get the heels from.
To make a long story short, I placed my first order of inventory and got it shipped to my parent’s house (lol). I had a high school friend to make my first website. I registered the business, made an Instagram and launched! I would post pictures and pretend like
people were already buying my products. Then I would go onto the popular hashtags within my industry and just interact with people. I started sending out free products to people with larger followings and they began to post and promote for me. It took 5 days for my first order to even come in. I remember I would check it every second just waiting for someone to order, it was so suspenseful!
Tell us what do you do as the owner?
It would be easier to tell you what I DON’T do! I started this business with NO experience, no help, no employees and barely any money. I quickly realized I would have to do everything, because who else would? This taught me how to become extremely resourceful and a jack of many trades. While things are different now since I have hired help, I will list a variety of things I have done as the owner so anyone who is thinking of starting a small business can have a taste of what’s to come: Customer Service, Shipping, Returns, Website Development, Content Director, Photographer, Videographer, Accounting, Social Media Coordinator, Sponsorship Coordinator, Marketing, Paid Ads, Email Marketing, PayRoll, Taxes, Inventory, Shoe Designer, Shoe/Product Sourcing, Overseas Logistics – and the list goes on J
Do you have any shoe design fails?
YES! After being in business for 2 years I realized the faults with the current shoes on the market and set out on a quest to create my own brand of shoes. I didn’t just want to be different, I wanted to be better. Much better. My first launch for my first shoe design was an epic fail. After almost a year and a half of development, the first production came, preorders were taken, the launch was scheduled and the shoes were all wrong. Not only did the plastic upper shrink to the point where you couldn’t even get your foot in, I quickly noticed a plethora of other issues. After tirelessly trying to get it right with my factory, I ended up having to find a new manufacturer and start over from square 1. Except for this time, I had much more wisdom and knowledge under my belt. The shoe ended up coming out 10x better the second time around!
What is your advice to people who want to follow a similar path to you?
Be resourceful. Everything can be figured out so SAY YES and commit even if you have no idea how you’ll pull it off because guess what? If you have what it takes, you’ll figure it out! Everything always ends up being much more costly than you think it will. You will not just magically become rich overnight. Most importantly, work on it every single day. “Your dreams won’t work unless you do” – Cliché but true!
Can you share some marketing tips on how to launch a new product?
Create good content and repurpose on every platform – Instagram, Instagram Stories, Facebook, Pinterest, Tik Tok, YouTube, Blogs, Email Marketing, Influencer Marketing.
Also, don’t be afraid of sending out free products! For new launches, I create a launch guide for our influencers which accompanies the free product that they get for themselves and also get to promote!
When you suffer a setback, how does that emotionally affect you and your work?
This is an important question to answer because setbacks can occur not only in business but in life. They can affect you emotionally, you’re human don’t forget that. For me personally, when I get emotional over something, it makes it harder for me to focus on work which makes me accomplish less and in turn, adds more stress.
I’ve learned to identify when this is happening and listen to myself. Sometimes I need to give myself a break and do something I enjoy like disconnecting and spending time at the beach or park. I’ve learned how to utilize meditation and yoga as tools that help ground me and clear my mind. In doing so, I then am able to resume back to work and feel focused and excited again.
What are some hurdles an aspiring business owner might not be aware of?
The legal aspect of everything can definitely be overwhelming. Especially in relation to taxes. If you are just starting your business and don’t have a lot of extra money to pay an accountant to handle everything, it is very confusing. I suggest hiring someone as soon as you can to avoid important mistakes.
Share two pieces of advice for female entrepreneurs.
You WILL be underestimated but it’s okay. If you’ve got what it takes it only adds fuel to fire. Females are considered to be a “minority” as a business owner. Use it to your advantage and put yourself out there!
Find out more about the shoes at The Shoe Fairy
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
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