Today we’d like to introduce you to Laura Stewart.
Laura, can you briefly walk us through your story – how you started and how you got to where you are today.
Growing up in the border city of El Paso, Texas, I developed a passion for culture, travel, and fashion. Once in college, I found a way to escape my dormitory and indulge my wild heart. Studying international business and politics in Florence and Madrid was a dream come true. I fell in love with European fashion, primarily tall leather stiletto boots, which literally became my wardrobe staple for the next decade. After hitting parenthood and suffering years of achy feet, it was time to embrace a more practical type of footwear. The hunt was on to find something just as stylish and sexy.
Soon after moving to San Diego for Law School, I gradually swapped out my European boot wardrobe for fashion that resembled my old home, the Lone Star State. Western boots were my new fashion statement. Taking advantage of So Cal’s beautiful weather, I loved wearing them with a sundress or a skirt and was baffled by the interest and compliments received. In Texas, cowgirl boots were just the norm! Constantly scouring the market for that new exciting pair grew old. I coveted a more unique boot the market didn’t offer. Hence, the notion of creating a Swarovski Crystal cowgirl boot was conceived. FIORA’s birth was eminent and my endeavor began.
With little hesitation, I traveled deep into the Heart of Mexico, where old-world baroque and modern-day industrial collide. Leon, Guanajuato, the largest leather and shoe capital in the Western Hemisphere, is a bustling city built on opportunity. Yet, little did I foresee that manufacturing a Western boot line with Swarovski Crystals would pose such an arduous and difficult venture.
Finding a respectable boot manufacturing company and then actually making direct contact was my first hurdle. Factories are overly discreet – almost an “underground” type of industry. Some shoe companies own their own factories. Others contract them out. I trusted that attending Leon’s large shoe conventions would enable me to start networking with the big players, so I started there. In due time, FIORA’s birth was coming along.
My first experience with a manufacturer was interesting, to say the least. Their headquarters were in a medieval-like compound with a tiny metal 4’ by 4’ steel door with a small rectangular guard window above. As soon as I knocked, the small window opened and immediately slammed shut, so I assumed that was a hard “NO.” But to my surprise, the door opened. After crawling through it, I was escorted to the owner’s office, where my first business relationship was established. The FIORA project was well received and it was exciting to create my dream western boot. It had to be unique and mesmerizing. I picked rich, distressed leathers and opted on Swarovski’s ‘Aurora Borealis’ Crystal for its sheer radiance that illuminates every ray of light. A year later, we had the perfect prototype designed and were ready to start production. But, to my dismay, the factory suddenly declined due to the difficult application that crystals posed. FIORA’s birth was coming with complications.
Dedicated to FIORA, I knew I couldn’t allow a setback to keep me from accomplishing my goal. I kept networking with more local boot factories, taking the previous samples to each one. It was not easy to find any factory that would even contemplate such a venture. Yet each one would give me referrals and advice as I was gaining credibility among Mexico’s western boot industry. Finally, a second manufacturing company picked up the FIORA project, yet again, they declined final production for the same reason. FIORA boots were labeled “too high maintenance,” and the case was closed. The Odyssey continued.
Hence, after four years of working with foreign companies and a couple of major blows, I began to wonder if my passion was just too idealistic. I caught dengue fever during one stint, investment funds were running low, and there was an ongoing cloud of doubt that was hard to escape. But too much time had been invested and I couldn’t give up.
Finally, a seventh journey to Leon proved hopeful. Several Mexican companies kept referring to a hidden, remote factory called “The Turquoise Door.” I was so gracious when another factory owner guided us there on his motorbike (industrial Mexican streets rarely have street signs posted). Walking through “The Turquoise Door” was inspiring with magenta bougainvilleas, lush green grass, and a small pond leading into the company’s factory. I finally found hope in FIORA again. Sure enough, after both companies exerted much diligence in perfecting prototypes, FIORA had found her match. A year later, FIORA Boots went into production. The company behind the magical turquoise door is LANE Boots, and FIORA will always appreciate their dedication to making a high-end, luxurious boot. In 2018, my dream finally transpired into reality. FIORA was born!
Owning a start-up company is challenging and exciting. Lately, FIORA’s focus is collaborating with western fashion brands and companies, sponsoring rodeos, and showcasing the exclusive collection in fashion shows. In 2018, FIORA was featured in Rodeo Fame Magazine’s fashion show during the renown National Finals Rodeo (NFR) in Las Vegas. In 2019 and 2020, FIORA has been island-bound as a rodeo sponsor in both Honolulu and Kauai and lit up the runway as the premier boot label at the “Garden Isle’s” first annual western fashion show.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The whole process was very challenging, I learned about things I didn’t even know existed and grew immensely from each experience. One barrier was cross-cultural communication. For example, it took a while to understand that Mexican companies have a high desire to please, yet some struggle with transparency when problems arise. My advice to women doing international business would be to research the way a particular culture relates to others from the onset.
Another piece of advice is to persistently network as it will get you somewhere eventually. I had to start at the bottom and it was only through years of industry networking that I made the right contacts. That enabled me to make my first prototype, which facilitated the initial stage. Persistence also shows that you are serious and believe in your product. When I finally met my 3rd factory, they were not only impressed that I physically found them, but also that the FIORA project had gotten so far over the years. They acknowledged those factors highly contributed to the start of a new working relationship.
Persistence also pays off when making the right prototype. This process can be overwhelming and easily take over a year. Yet it is vital not to settle on a sample that is 90% satisfactory. That will indirectly become the new standard and lead to serious problems down the road. Bottom line, don’t settle. At the end of the day, it is your product – not theirs. Don’t let obstacles hinder you! If it is your passion, then keep trying to find away. Still, be realistic that some things just aren’t feasible, hence you may have to modify your approach or product. After tedious experimentation with the crystals, we had to modify the design and use a more durable but expensive crystal rivet. This modified the price of the boot, yet it was the only feasible way of creating a high-end ladies boot adorned with Swarovski Crystals.
Being a Boss Lady knows when to delegate! For a long time, I was relying on myself for so many things; designing, negotiating, marketing, export/importing, shipping, compliance, inspection, etc!!! Sometimes it is just smoother knowing when it is time to outsource duties. That being said, it is imperative to understand the underlying facets of your business, yet you don’t have to be an expert in them all! Lastly, my advice to other businesswomen – Trust Your Intuition. After all, we have it for a reason!
What should we know about FIORA BOOTS? What do you guys do best? What sets you apart from the competition?
FIORA is an exclusive boutique brand handcrafted by artisan bootmakers in the heart of Mexico. FIORA’s Swarovski Cowgirl design distinguishes itself in the market as a high-end boot with a one-of-a-kind look. Versatile and sleek, FIORA features vibrant distressed leathers, luxurious Swarovski Crystals, and premium Goodyear welt quality.
Made by women for women, FIORA is the perfect complement for every outfit and occasion. Visit www.fioraboots.com and sign up for % codes. We offer worldwide shipping and free shipping in the USA!
Do you have any advice for finding a mentor or networking in general? What has worked well for you?
The most important thing for women is to stay empowered and to find a support system among friends, colleagues, and family. Finding a way to balance family life with work can be tricky, yet it is crucial. Women have to keep up what we have accomplished in the last century and keep supporting each other!
Contact Info:
- Website: www.fioraboots.com
- Phone: 6199134672
- Email: laura@fioraboots.com
- Instagram: https://www.instagram.com/fioraboots/
- Facebook: https://www.facebook.com/FIORABOOTS/
Image Credit:
Katie Fisher Photography
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