Georgiana Ghiciuc 10/15/24 Georgiana Ghiciuc 10/15/24

The MAD Shoes vs. the artists & collaborators: our vision, their talent

When vision meets exquisite craftsmanship, the end result is a handmade product that tells a unique story. The story of MAD Shoes is rooted in the talent of the people we work with; the artists and collaborators who understand that MAD is more than a shoe brand. Maybe it’s an exaggeration, but I see it as a movement celebrating a woman’s individuality, creativity, and boldness.

Collaborations are not just about technical execution, but also about exchanging ideas and taking risks. From the beginning, I looked for artists who inspired me through their work; artists who saw MAD as a canvas for self-expression, not as a simple pair of stiletto shoes. Each collaboration we’ve had so far has brought a new layer of depth to our collections, and we hope that future collaborators will continue to challenge our vision. Read more here

Georgiana Ghiciuc 10/15/24 Georgiana Ghiciuc 10/15/24

The MAD Shoes vs. the suppliers - trust your intuition, it never disappoints

I believe that without reliable suppliers, any product-based business is at risk of failure. However, finding the right suppliers is a journey in itself. For MAD Shoes, the first supplier we sought out was the shoe designer who could understand the vision I had. Fortunately, the stars aligned and after weeks of intense research, I found a small shoe factory in Bucharest that met my quality standards.

The MAD Shoes vs. the customer - an in-depth analysis of our target audience

When I launched MAD Shoes, I often thought about the women who would wear my heels. “Aside from myself, how many MAD women out there would wear a classic stiletto in fuchsia pink?” I kept wondering. Since I was just getting started, I didn’t overthink. We began our research by asking both men and women for their opinions. We asked women what they thought of the idea and men how they perceived women who wear high heels.

The responses I received were varied. Some truly loved the concept: the classic shape of the shoe, the high heel, the color. It was divine, and I was ecstatic. However, along the way, we realized that our target audience is fluid. Yes, we made mistakes, but that’s a story you’ll read at the end of this article.

Let’s just say that the main mistake was to assume that all women want and can wear 10 cm heels. Whereas the shoes look glamorous, they are difficult to manage for more than 2 hours continuously. Basically, I can say that assuming my client IS and thinks like me, we inadvertently eliminated a good chunk of the market. Which, in return, cost us time and money.

Competitor analysis: The mad shoes vs. the market

Given our expertise in digital marketing, the next logical step was to start a competitor analysis and identify market trends, consumer preferences, and gaps in the market. Even though I had a clear vision for the MAD brand, I needed to see what others were doing to get a sense of how I could improve my concept.

Yes, I wanted a high-heel, side-cut stiletto, Manolo Blahnik/Rene Caovilla-inspired (but more affordable), with a pointy toe.
Yes, I wanted the color to be fuchsia pink.
Yes, I wanted the shoe to have a handmade accessory on the front.

But how many companies were truly intent on making a difference with the accessories or fabrics they used?

The rest of the article can be found here: https://themadshoes.com/blogs/mad-stories/the-mad-shoes-vs-the-market-lessons-learned-from-our-competitor-analysis

Georgiana Ghiciuc 5/28/19 Georgiana Ghiciuc 5/28/19

Embrace the Madness: The End is Just the Start!

It all begins with an idea.

This is the first of a series of newsletter articles that were initially published on LinkedIn.

I hope you will find them useful.

Starting a business is often the easy part—keeping it afloat and successful is where the real challenge lies. As The MAD Shoes approaches its first anniversary, I’ve decided to launch a series of newsletters that I hope will encourage you to take that leap of faith. Yes, it’s daunting, especially with the current market conditions, but let’s face it: there’s never a perfect time to start a business. So, if not now, when?

What The MADgician Newsletter is All About

The MADgician newsletter will bring you a captivating series of stories chronicling my entrepreneurial adventure as the founder of MAD Shoes. With no formal background or experience in shoe design, I relied solely on my love for fashion to navigate the ups and downs of launching this brand.

This newsletter goes beyond business—it’s a personal reflection on the challenges, the steep learning curves, and the creative journeys I've encountered along the way. Over the next few months, I’ll take you on a 365-day expedition through "the abyss."

This journey has been a mix of self-doubt, breakthroughs, sleepless nights, and the thrill of watching a dream come to life. I’ll give you an inside look at what it takes to build a product-based business from the ground up, with all its peaks and valleys.

By subscribing to this newsletter, you’ll dive into a wide range of topics, including but not limited to:

The Idea

Ideas are such a thrill, don’t you think? Many of us spend our days lost in dreams, imagining ways to escape the challenges of everyday life. I’ve been there too, daydreaming about different ventures. My biggest inspiration has always been *Alice in Wonderland*. One day, my husband asked, “If you had the money to start a new business, what would you do?” Without a second thought, I replied, “A shoe business.”

I shared this idea with a colleague, who initially thought I was out of my mind. But as we tossed around names and concepts, we settled on “MAD” because, in truth, it was a wild idea. And since so many women embrace a bit of madness when it comes to fashion, we decided to take a leap and see if we could make this madness work.

Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

The Suppliers, Artists & Collaborators

One fascinating topic we’ll explore is how I found the right suppliers to bring my vision for MAD Shoes to life. From the outset, my goal was to create a high-end shoe—a high-heel, high-quality satin shoe that stands out from anything else on the market.

To achieve this, I needed a manufacturer who understood my creative vision and was genuinely passionate about supporting it. I wanted someone as committed to the details and quality of the product as I was. After extensive research, countless phone calls, and even visiting potential factories, I finally took a leap of faith and made a decision.

Luckily, it was the right one. Call me crazy, but I’ve always been deeply invested in the people I work with. Trust and a shared vision are the foundations of any successful partnership. If someone doesn’t feel right to me, I won’t hesitate to walk away, no matter how impressive their credentials are.

The same philosophy extends to the artists and collaborators I choose to work with. I seek out individuals who are not only talented but also share my values. Whether it’s the artisan crafting our accessories or the photographers capturing the spirit of our collections, I want everyone involved to truly believe in what we’re creating.

This level of authenticity and connection is something you can’t fake, and it’s what I believe sets us apart. For me, it’s not just about getting the job done—it’s about building meaningful relationships.

The Challenges

Building MAD Shoes has been an extraordinary journey, but it’s certainly come with its share of hurdles. In this newsletter, I’ll be sharing the unfiltered truth about the challenges I’ve faced as a business founder, especially while transitioning from services to a product-based venture.

There were times when production delays felt never-ending, threatening to throw off our launch timelines. Budget constraints often forced me to get creative and find innovative solutions on the fly.

Without any formal background in shoe design or manufacturing, I had to immerse myself in learning the intricacies of creating a shoe that’s both stylish and comfortable. Several prototypes didn’t make the cut, and it was frustrating to see a design that seemed perfect on paper fail in reality. I had to quickly familiarize myself with industry jargon, develop an acute attention to detail, and learn to ask the right questions to avoid costly mistakes.

Marketing and establishing a brand presence have also been challenging. In a crowded market, finding a distinctive voice and standing out was no easy task. I spent countless hours brainstorming branding strategies, designing logos, and crafting a narrative that would resonate with our target audience. There were moments when I doubted whether anyone would understand or appreciate the MAD Shoes concept, and dealing with that self-doubt was a challenge in itself.

Despite these obstacles, every challenge has been a learning experience, forcing me to think outside the box and develop creative solutions. Each setback has made every small victory even sweeter, teaching me the importance of perseverance and maintaining a positive outlook, even when things didn’t go as planned.

By sharing these challenges with you in the newsletter, I hope to offer a glimpse into the reality of entrepreneurship and inspire you to keep pushing forward, no matter the adversity. After all, it’s these very challenges that shape us and ultimately lead to success.

The Strategy

Throughout the journey of MAD Shoes, I’ve come to realize that a successful strategy must be flexible and adaptable. We started with a basic concept, but our strategy evolved as we gained more insights along the way. Product development and design are continuous processes that require constant iteration based on feedback and shifting market trends.

For example, while our initial focus was on creating bold, statement shoes, customer feedback revealed a demand for more versatile, everyday styles. This prompted us to adjust our strategy and expand our product range. We now view each product launch not as the end, but as an opportunity to test, learn, and improve.

I believe that strategy is fluid—what works today might not be effective six months from now, and that’s completely okay. Being responsive to changes and continuously refining our approach has been crucial to our success.

The Marketing Part

Social media has been a cornerstone of our marketing strategy, but from my experience, it can also be somewhat misleading—what you see on these platforms often doesn’t tell the whole story. While social media is excellent for creating brand awareness and opening doors, it’s also saturated with influencers who may not always align with the true essence of your brand.

Despite these challenges, I’ve remained dedicated to preserving the authenticity of MAD Shoes in our campaigns, even with a limited budget. I’ve learned that you don’t need to spend a fortune on high-profile collaborations to make a real impact. The key is consistency and staying true to your brand’s values. By focusing on what genuinely resonates with our audience and keeping things authentic, we’ve been able to build meaningful connections.

In short, because this introductory newsletter is already quite lengthy, I hope that The MADgician Newsletter will inspire you as much as sharing this journey has inspired me. My goal is for these stories and insights to not only give you a behind-the-scenes look at building MAD Shoes but also to motivate and encourage you in your own ventures.

A year from now, I hope to look back and see the growth and evolution of MAD Shoes—not just in terms of our product line and brand presence, but also in the lessons we’ve learned and the milestones we’ve achieved.

Achievements We’re Proud Of

- MAD Shoes graced the red carpet at the 75th edition of the Emmy Awards.

- MAD Shoes will soon be joining the prestigious Wolf & Badger platform.

- MAD Shoes caught the attention of Vogue UK.

- Featured in the 1st magazine issue on Curatorialist.ro.

- Featured in the 2nd magazine issue of Business Magazin.

I won’t say that this year has been the most difficult of my life in terms of business, but I will say it’s been transformative. The risks we’ve taken and the strategies we’ve implemented have paid off, proving that our dedication to authenticity and innovation truly makes a difference.

Thank you for being part of this journey. And remember, “vision without execution is just hallucination.” So, what are you waiting for?