Latest news with #HaleyPavone
Forbes
14-07-2025
- Business
- Forbes
Haley Pavone Scaled Her Convertible Heel Invention To 8 Figures With Zero Marketing Spend
Haley Pavone, CEO of Pashion Footwear. Forbes 30 under 30 alumn, Haley Pavone, turned her struggle, and countless other women's struggle, of wearing painful footwear into an eight figure business. After having enough with dealing with painful heels, she decided to invent a convertible sole with interchangeable heels. Since its launch in June 2019, Pashion has experienced significant growth, reporting an 85% increase in sales last year and a 19% EBITDA. 'The idea first struck me in the Spring of 2016. After thinking on the idea for a while and developing a rough business plan. Shortly after coming up with the idea, I carried out extensive market research, reading through old patents for similar concepts and identifying what went wrong. I quickly realized that while prior attempts had focused solely on removing the heel, in order to make a technology that was both functional and attractive - it was essential that the sole be innovated on as well. No other attempt at a technology like this had ever reached the same conclusion, confirming for me that I was on to something unique and compelling. Once I had my initial idea, I participated in my university's startup pitch competitions to secure my first $26,500 in equity-free funding. I used that money to hire a professional footwear development team, create the first wearable prototypes, and file our initial utility patents. I formally founded the company on October 4th, 2016 and after two and half years of R&D, we launched to market with our website on June 24, 2019. ' Pavone explained. Pashion's patented technology allows for interchangeable heels giving consumers the option to go ... More from flats to kitten or high heels all within the same wear. One of the biggest challenges Pavone faced after launching was educating the consumer around this new concept. Through trial and error Pavone and her team honed in on grass roots marketing that led them to eight figures in lifetime sales. 'Our biggest marketing challenge from day one was the fact that we weren't just launching a new brand, but an entirely new category. Global google searches for "convertible heels" were >100 per month when we got started. We knew we had an uphill battle of not only getting the word out that the "impossible shoe" had been made possible and was now a viable option to look for, but that we also had to earn the consumers trust. After all, the concept is so novel that at first, it can seem "too good to be true". We had to gain awareness, educate, and earn trust before each and every sale,' she further explained. 'Eventually, we learned that truly our most effective marketing had to be organic, women trust other women more than they could ever trust a new brand they haven't heard of prior. We launched ambassador programs and carried out product seeding efforts to get our initial community of Pashionistas bought in and then armed them with discounts codes and content guides to help spread the word to friends and family. Seeing the shoes (in person) really is believing - and seeing them used by your best friend on her wedding day so she can dance all night pain-free? That's what sells more shoes.' Pavone hasn't spent a dollar on digital advertising in nearly three years. Since 2023, Pashion's organic content, ambassador programs and corresponding word of mouth has driven over 9M visitors to the Pashion site. Pashion's patented technology, known as the Stelo, is the only method of shoe conversion that allows for a stable heel with the same structural integrity as a non-convertible heel and a flexible midsole that lays completely flat when the mechanism is removed in addition to full heel customization, allowing a consumer to swap shapes, heights, and designs. This three-pronged approach to footwear gives pashion a competitive edge against other technologies that do not utilize a removable sole. Typically support is limited, either by a sole that's too rigid to go flat, a sole that's too flexible for a safe heel, or a mechanism that lacks the ability to swap the heels. The Stelo utility patents are fully issued in 30 countries, securing market dominance in this emerging category. Pahsion's interchangeable heel's have been extremely popular amongst brides. Pavone emphasized the unique aspects of Pashion's business model, fueled by its patented convertible shoe technology that allows wearers to mix and match different heel heights and designs along with a chosen sole. This innovation fosters customer loyalty and provides the brand with a high percentage of repeat orders. When it comes to the design process for heel styles, Pavone looks to the Pashion community for inspiration, 'Our design process is a team effort that incorporates a mix of our sales data, industry trend forecasts, and, most importantly, customer feedback and social commentary. Having built such a strong online community, we are always asking our customers what they want to see next, sharing BTS videos with them about the design process, and collecting their feedback in real-time along the way. This approach has been a major factor in the rabid success of our drop days , for instance, posting over 15 same-day sellouts in 2024,' she explained. 'Our most popular shoe for a first-time customer is the Latte Leather Sandal with a 3" Block Heel. Overall, our 3" block heels across all styles sell the best, gaining praise for being exceptionally comfortable and convenient while still providing that classic heel look.' In 2024 Pashion grew its top line 85%, achieving $9M in gross sales and posting a 19% EBITDA (which is nearly double the industry average of 10%). This growth is attributed to the unique customization model allowing Pashion to post industry-leading margins across its blended assortment. Later this year, Pashion will be launching its first collection created with a guest designer, bolstering its brand awareness further. Continuing to propel growth, Pavone is also exploring exciting pathways into retail, revolutionizing the shoe shopping experience as customers will be able purchase a fully customized product same-day. Currently, Pashion is available to purchase on and a capsule collection available on
NDTV
11-07-2025
- Business
- NDTV
Even 190% Tariffs Can't Shake US Shoemaker's Reliance On China
When an $80,000 tariff bill landed on her desk in May, Haley Pavone did what many small business owners might do: she froze hiring and added an online checkout fee to help cover the cost. Pavone, founder of California-based Pashion Footwear, which imports shoes from China, hasn't moved production out of the country. Not because she hasn't tried, but because, like many, it wasn't a viable option. Since President Donald Trump raised tariffs on Chinese goods after returning to office, Pavone has scouted factories in Brazil, India and Vietnam. But she quickly ran into problems: they all required higher minimum orders, and staff lacked training, particularly to make her unique shoes that convert from flats to heels. Even if she could find companies with skilled workers, they'd still need to import key components from China. A test run of a strappy heel from a factory in Vietnam proved to be "inelegant." So even as tariffs on some of her products peaked at a whopping 190% in April, she decided to stick with existing suppliers for now. With US tariffs on Vietnam now close to the levels on China, there's even less impetus to shift production away from the world's second-largest economy. "No one is as optimized as China," 29-year-old Pavone said. "Just the level of skill and implied knowledge in the workforce there for these different industries so dramatically exceeds what you'll find elsewhere." Pavone's predicament is faced by companies globally that rely on US consumers and Chinese producers. Diversification from China since 2017 has largely been concentrated in textiles, electronics, autos and in assembly, yet even firms in those areas are often still largely relying on China-based firms for inputs, according to Rhodium Group. "No country can replicate China's highly optimized production ecosystem at scale, so firms remain slow to relocate to alternative production hubs," analysts including Agatha Kratz wrote in the 2025 report. Relocation is likely even lower than reported in headline data. When including the surge in de minimis shipments - or US imports that avoided duties if priced below $800 - and rerouting of Chinese goods through third countries, US dependence on China eased by a quarter less than thought, falling by 6 percentage points rather than 8 percentage points since 2017, according to new research from a team of academics from institutions including the World Bank and International Monetary Fund. "China is replacing itself to a greater extent than either Mexico or Vietnam is replacing China in the US market," according to the researchers, led by economist Caroline Freund, Dean of the UC San Diego School of Global Policy and Strategy. Recent trade data underscores the dynamic: China's exports to the US have plummeted while exports to Southeast Asia surged. Yet shipments from Southeast Asia to the US have also skyrocketed - often by record amounts - indicating that goods and parts from China are still very much in demand in the US. The US and China finalized a trade "understanding" in late June, meaning Pavone and importers like her no longer face the most extreme tariffs. President Trump's April 2 Liberation Day levies had sparked a tit-for-tat battle that sent US charges on good from China to 145%, and to about 190% for some of Pashion Footwear's products that already faced pre-existing levies. Yet there's still no clarity on where the final tariff level will land. Pashion's shoes retail for around $200 a pair, with styles spanning a range of price points. The levies are eating into margins, but she says the business remains profitable for now. For Pavone, it's tough to compare with facilities she's used for nearly a decade in Dongguan, China, a world headquarters for textile production. The required plastic, metal and fabric components she needs come in through a carefully calibrated supply chain and most inputs are nearby. Pavone can order in smaller batches to test new designs, meaning less financial risk. And then there's the expertise. Yaqin Long, the owner of her supplier Lovejoy Studio is a second generation footwear maker. Half of the staff at the factory of about 2,000 where Pashion's shoes are made are engineers. Long added a factory in Vietnam in 2014 and plans to build another in Indonesia to save on labor costs, but that will also take training, investment and time to get right. "US customers are pushing us to go abroad but it's hard to move production," Long said from her office in Dongguan. For Pavone, shifting orders to Vietnam would require upfront costs of at least $50,000, she estimates. And it's still not clear what tariff levels she'll face in much of the world. All of that means Pavone is still doing the math on the best path forward for her company, which began as a startup about six years ago and pitched on Shark Tank. "It's just bad, it's very bad. I just don't know how I'm supposed to do my job," Pavone said. "It should have been a great year, and instead, it's going to be a year defined by if we stay alive or not."
The Star
11-07-2025
- Business
- The Star
Even 190% tariffs can't shake US shoemaker's reliance on China
WASHINGTON: When an US$80,000 tariff bill landed on her desk in May, Haley Pavone did what many small business owners might do: she froze hiring and added an online checkout fee to help cover the cost. Pavone, founder of California-based Pashion Footwear, which imports shoes from China, hasn't moved production out of the country. Not because she hasn't tried, but because, like many, it wasn't a viable option. Since President Donald Trump raised tariffs on Chinese goods after returning to office, Pavone has scouted factories in Brazil, India and Vietnam. But she quickly ran into problems: they all required higher minimum orders, and staff lacked training, particularly to make her unique shoes that convert from flats to heels. Even if she could find companies with skilled workers, they'd still need to import key components from China. A test run of a strappy heel from a factory in Vietnam proved to be "inelegant.' So even as tariffs on some of her products peaked at a whopping 190% in April, she decided to stick with existing suppliers for now. With US tariffs on Vietnam now close to the levels on China, there's even less impetus to shift production away from the world's second-largest economy. "No one is as optimised as China,' 29-year-old Pavone said. "Just the level of skill and implied knowledge in the workforce there for these different industries so dramatically exceeds what you'll find elsewhere.' Pavone's predicament is faced by companies globally that rely on US consumers and Chinese producers. Diversification from China since 2017 has largely been concentrated in textiles, electronics, autos and in assembly, yet even firms in those areas are often still largely relying on China-based firms for inputs, according to Rhodium Group. "No country can replicate China's highly optimised production ecosystem at scale, so firms remain slow to relocate to alternative production hubs,' analysts including Agatha Kratz wrote in the 2025 report. Relocation is likely even lower than reported in headline data. When including the surge in de minimis shipments - or US imports that avoided duties if priced below $800 - and rerouting of Chinese goods through third countries, US dependence on China eased by a quarter less than thought, falling by 6 percentage points rather than 8 percentage points since 2017, according to new research from a team of academics from institutions including the World Bank and International Monetary Fund. "China is replacing itself to a greater extent than either Mexico or Vietnam is replacing China in the US market,' according to the researchers, led by economist Caroline Freund, Dean of the UC San Diego School of Global Policy and Strategy. Recent trade data underscores the dynamic: China's exports to the US have plummeted while exports to South-East Asia surged. Yet shipments from South-East Asia to the US have also skyrocketed - often by record amounts - indicating that goods and parts from China are still very much in demand in the US. The US and China finalised a trade "understanding' in late June, meaning Pavone and importers like her no longer face the most extreme tariffs. President Trump's April 2 Liberation Day levies had sparked a tit-for-tat battle that sent US charges on good from China to 145%, and to about 190% for some of Pashion Footwear's products that already faced pre-existing levies. Yet there's still no clarity on where the final tariff level will land. Pashion's shoes retail for around $200 a pair, with styles spanning a range of price points. The levies are eating into margins, but she says the business remains profitable for now. For Pavone, it's tough to compare with facilities she's used for nearly a decade in Dongguan, China, a world headquarters for textile production. The required plastic, metal and fabric components she needs come in through a carefully calibrated supply chain and most inputs are nearby. Pavone can order in smaller batches to test new designs, meaning less financial risk. And then there's the expertise. Yaqin Long, the owner of her supplier Lovejoy Studio is a second generation footwear maker. Half of the staff at the factory of about 2,000 where Pashion's shoes are made are engineers. Long added a factory in Vietnam in 2014 and plans to build another in Indonesia to save on labour costs, but that will also take training, investment and time to get right. "US customers are pushing us to go abroad but it's hard to move production,' Long said from her office in Dongguan. For Pavone, shifting orders to Vietnam would require upfront costs of at least $50,000, she estimates. And it's still not clear what tariff levels she'll face in much of the world. All of that means Pavone is still doing the math on the best path forward for her company, which began as a startup about six years ago and pitched on Shark Tank. "It's just bad, it's very bad. I just don't know how I'm supposed to do my job,' Pavone said. " It should have been a great year, and instead, it's going to be a year defined by if we stay alive or not.' - Bloomberg
Business Times
11-07-2025
- Business
- Business Times
Even 190% tariffs can't shake US shoemaker's reliance on China
[HONG KONG] When a US$80,000 tariff bill landed on her desk in May, Haley Pavone did what many small business owners might do: she froze hiring and added an online checkout fee to help cover the cost. Pavone, founder of California-based Pashion Footwear, which imports shoes from China, has not moved production out of the country. Not because she has not tried, but because, like many, it was not a viable option. Since US President Donald Trump raised tariffs on Chinese goods after returning to office, Pavone has scouted factories in Brazil, India and Vietnam. But she quickly ran into problems: they all required higher minimum orders, and staff lacked training, particularly to make her unique shoes that convert from flats to heels. Even if she could find companies with skilled workers, they'd still need to import key components from China. A test run of a strappy heel from a factory in Vietnam proved to be 'inelegant'. So even as tariffs on some of her products peaked at a whopping 190 per cent in April, she decided to stick with existing suppliers for now. With US tariffs on Vietnam now close to the levels on China, there's even less impetus to shift production away from the world's second-largest economy. BT in your inbox Start and end each day with the latest news stories and analyses delivered straight to your inbox. Sign Up Sign Up 'No one is as optimised as China,' 29-year-old Pavone said. 'Just the level of skill and implied knowledge in the workforce there for these different industries so dramatically exceeds what you will find elsewhere.' Pavone's predicament is faced by companies globally that rely on US consumers and Chinese producers. Diversification from China since 2017 has largely been concentrated in textiles, electronics, autos and in assembly, yet even firms in those areas are often still largely relying on China-based firms for inputs, according to Rhodium Group. 'No country can replicate China's highly optimised production ecosystem at scale, so firms remain slow to relocate to alternative production hubs,' analysts, including Agatha Krat,z wrote in the 2025 report. Relocation is likely even lower than reported in headline data. When including the surge in de minimis shipments, or US imports that avoided duties if priced below US$800, and rerouting of Chinese goods through third countries, US dependence on China eased by a quarter less than thought, falling by six percentage points rather than eight percentage points since 2017, according to new research from a team of academics from institutions including the World Bank and International Monetary Fund. 'China is replacing itself to a greater extent than either Mexico or Vietnam is replacing China in the US market,' according to the researchers, led by economist Caroline Freund, Dean of the UC San Diego School of Global Policy and Strategy. Recent trade data underscores the dynamic: China's exports to the US have plummeted while exports to South-east Asia surged. Yet shipments from South-east Asia to the US have also skyrocketed – often by record amounts – indicating that goods and parts from China are still very much in demand in the US. The US and China finalised a trade 'understanding' in late June, meaning Pavone and importers like her no longer face the most extreme tariffs. President Trump's Apr 2 Liberation Day levies had sparked a tit-for-tat battle that sent US charges on good from China to 145 per cent, and to about 190 per cent for some of Pashion Footwear's products that already faced pre-existing levies. Yet there's still no clarity on where the final tariff level will land. Pashion's shoes retail for around US$200 a pair, with styles spanning a range of price points. The levies are eating into margins, but she says the business remains profitable for now. For Pavone, it's tough to compare with facilities she's used for nearly a decade in Dongguan, China, a world headquarters for textile production. The required plastic, metal and fabric components she needs come in through a carefully calibrated supply chain and most inputs are nearby. Pavone can order in smaller batches to test new designs, meaning less financial risk. And then there's the expertise. Yaqin Long, the owner of her supplier Lovejoy Studio is a second-generation footwear maker. Half of the staff at the factory of about 2,000, where Pashion's shoes are made, are engineers. Long added a factory in Vietnam in 2014 and plans to build another in Indonesia to save on labour costs, but that will also take training, investment and time to get right. 'US customers are pushing us to go abroad but it's hard to move production,' Long said from her office in Dongguan. For Pavone, shifting orders to Vietnam would require upfront costs of at least US$50,000, she estimates. And it's still not clear what tariff levels she will face in much of the world. All of that means Pavone is still doing the math on the best path forward for her company, which began as a startup about six years ago and pitched on Shark Tank. 'It's just bad, it's very bad. I just don't know how I'm supposed to do my job,' Pavone said. 'It should have been a great year, and instead, it's going to be a year defined by if we stay alive or not.' BLOOMBERG
Straits Times
11-07-2025
- Business
- Straits Times
Even 190% tariffs can't shake US shoemaker's reliance on China
Sign up now: Get ST's newsletters delivered to your inbox Ms Haley Pavone, who owns Pashion Footwear, said moving production out of China was not a viable option. When an US$80,000 (S$102,387) tariff bill landed on her desk in May, Ms Haley Pavone did what many small business owners might do: she froze hiring and added an online checkout fee to help cover the cost. Ms Pavone, founder of California-based Pashion Footwear, which imports shoes from China, hasn't moved production out of the country. Not because she hasn't tried, but because, like many, it wasn't a viable option. Since US President Donald Trump raised tariffs on Chinese goods after returning to office, Ms Pavone has scouted factories in Brazil, India and Vietnam. But she quickly ran into problems: they all required higher minimum orders, and staff lacked training, particularly to make her unique shoes that convert from flats to heels. Even if she could find companies with skilled workers, they'd still need to import key components from China. A test run of a strappy heel from a factory in Vietnam proved to be 'inelegant'. So even as tariffs on some of her products peaked at a whopping 190 per cent in April, she decided to stick with existing suppliers for now. With US tariffs on Vietnam now close to the levels on China, there's even less impetus to shift production away from the world's second-largest economy. 'No one is as optimised as China,' 29-year-old Pavone said. 'Just the level of skill and implied knowledge in the workforce there for these different industries so dramatically exceeds what you'll find elsewhere.' Top stories Swipe. Select. Stay informed. Business S'pore to launch new grant for companies, expand support for workers amid US tariff uncertainties World Trump to use presidential authority to send weapons to Ukraine, sources say Opinion Whisper it softly, there's a new Japan rising Asia Tariffs overshadow diplomacy as Asean foreign ministers press on with meetings World The $12.8m bag: Original Birkin smashes records at Paris auction Singapore Up to 90% of air-con units can be recycled, including greenhouse gas refrigerant Singapore What 'skills first' really means: Panellists at SkillsFuture Forum talk culture, systems, mindsets Singapore KTPH trials 'smart diapers' for adult patients to prevent skin conditions, relieve burden on nurses Ms Pavone's predicament is faced by companies globally that rely on US consumers and Chinese producers. Diversification from China since 2017 has largely been concentrated in textiles, electronics, autos and in assembly, yet even firms in those areas are often still largely relying on China-based firms for inputs, according to Rhodium Group. 'No country can replicate China's highly optimised production ecosystem at scale, so firms remain slow to relocate to alternative production hubs,' analysts including Ms Agatha Kratz wrote in the 2025 report. Relocation is likely even lower than reported in headline data. When including the surge in de minimis shipments – or US imports that avoided duties if priced below US$800 – and rerouting of Chinese goods through third countries, US dependence on China eased by a quarter less than thought, falling by 6 percentage points rather than 8 percentage points since 2017, according to new research from a team of academics from institutions including the World Bank and International Monetary Fund. 'China is replacing itself to a greater extent than either Mexico or Vietnam is replacing China in the US market,' according to the researchers, led by economist Caroline Freund, Dean of the UC San Diego School of Global Policy and Strategy. Recent trade data underscores the dynamic: China's exports to the US have plummeted while exports to Southeast Asia surged. Yet shipments from Southeast Asia to the US have also skyrocketed – often by record amounts – indicating that goods and parts from China are still very much in demand in the US. The US and China finalised a trade 'understanding' in late June , meaning Ms Pavone and importers like her no longer face the most extreme tariffs. President Trump's April 2 Liberation Day levies had sparked a tit-for-tat battle that sent US charges on good from China to 145 per cent, and to about 190 per cent for some of Pashion Footwear's products that already faced pre-existing levies. Yet there's still no clarity on where the final tariff level will land. Pashion's shoes retail for around US$200 a pair, with styles spanning a range of price points. The levies are eating into margins, but she says the business remains profitable for now. For Ms Pavone, it's tough to compare with facilities she's used for nearly a decade in Dongguan, China, a world headquarters for textile production. The required plastic, metal and fabric components she needs come in through a carefully calibrated supply chain and most inputs are nearby. Ms Pavone can order in smaller batches to test new designs, meaning less financial risk. And then there's the expertise. Ms Yaqin Long, the owner of her supplier Lovejoy Studio is a second generation footwear maker. Half of the staff at the factory of about 2,000 where Pashion's shoes are made are engineers. Long added a factory in Vietnam in 2014 and plans to build another in Indonesia to save on labor costs, but that will also take training, investment and time to get right. 'US customers are pushing us to go abroad but it's hard to move production,' Ms Long said from her office in Dongguan. For Ms Pavone, shifting orders to Vietnam would require upfront costs of at least US$50,000, she estimates. And it's still not clear what tariff levels she'll face in much of the world. All of that means Ms Pavone is still doing the math on the best path forward for her company, which began as a startup about six years ago and pitched on Shark Tank. BLOOMBERG
