These Two Women Launched A Vending Machine Of Flats
At the Harborplace Mall in Baltimore nestled next to Starbucks, there's a vending machine that doesn't sell salty snacks as a quick-fix to hunger, but instead displays comfortable shoes for the woman on the go who needs a break from the pain that often accommodates a pricey pair of heels.
The vending machine is called Sole Savers, and it's the brainchild of 33-year-old business owner Melodie Narain.
Like many entrepreneurs, it started with a problem. When Melodie slipped on a pair of heels just two months after giving birth, she quickly discovered that she could no longer wear her stylish pumps for more than a few hours.
A conversation with her mom and business partner, Teresa, who also could no longer wear heels due to knee surgeries, soon turned into an idea of creating affordable shoes that any woman with aching feet could conveniently purchase on-the-go.
But creating a vending machine to push out a rollable pair of flats was no easy feat. In fact, when Melodie first came up with the concept for Sole Savers, she didn't intend for her mother to be her business partner. "Initially when I started coming up with the concept, I didn't want to share it with my family yet because I was like they're going to say that I'm just bringing another business idea to them. So I said okay, I'm going to fully develop this and I'm going to share it with some of my investor friends that have high net worth."
Utilizing business relationships from previously working with CEOs and executives, Melodie brought her idea to a friend and investor. He was sold, but when the duo presented the idea to his wife they ran into a roadblock. “She didn't really want him working in a business partnership with a female, so she rejected the concept," says Melodie. “And who am I to argue with the wife?"
The quest for a perfect partnership didn't end there. She brought the idea back to her mom, who jumped at the opportunity to also bring a philanthropic element to the business through the mission of helping others and donating to non-profits organizations.
With her background in fashion marketing and her business acumen, Melodie was able to wear two hats as both creator and strategist. She first researched all of her competitors to determine if there was room in the market for what she was offering, even going as far to reach out to let them know that she was starting the business not just for profit, but in hopes to help others such as her two-year-old niece Teyana who was born with Congenital Heart Disease, by partnering with non-profit organizations.
She also heavily researched her product to find the right kind of shoes and material that would be convenient and compact enough to fit into a pocketbook, and read everything she could find on vending machines while looking for the best places to launch her product. With vending machines averaging a cost of $10,000 to $25,000 depending on the level of enhancements from touch screen features to digital ads, it was important for the Maryland native to make sure that her business plan was foolproof.
“A lot of times when people want to start companies they have this idea but they don't do any kind of research, and then they launch something and it completely bombs because they don't do the market research," Melodie says. “The times that we live in everything is so accessible to us, so a person that doesn't do their research, they're just not making a smart decision."
Despite all of her legwork, they still ran into some challenges. When the first machine arrived it wasn't configured properly and instead of buyer's being able to see the shoe through a transparent container, they had to hope that they selected the right color numerically on the touch screen, making it more confusing for her customers. They also realized that the shoes weren't thick enough to comfortably walk on rockier terrain, and had to create a second prototype with a thicker sole to provide the right amount of comfort and cushion.
After a year of planning and designing the product, Melodie and Theresa launched Sole Savers this past September. They placed the first machine in a nightclub, logically thinking that the hundreds of women ready to kick off their shoes after dancing the night away would do well for business, but Melodie, who wanted her customer's to not just buy the product, but to also connect with it, felt like the club scene didn't fit their target customer. So they moved the machine to the Gallery at Harborplace in Baltimore—an area with heavy foot traffic and tourism. Within the first day Melodie had already sold eight pairs of flats, which retail at $19.95 a pair. Though the website generates most of their revenue, she's hoping to expand into bigger markets and into convention centers in the near future.
Working her full-time job in real estate while running a business on the side and being a mother to her two-year-old son leaves little time for self indulgence, but Melodie credits her prayer life and having help from the father of her child to her being able to get through the days where she's burning the midnight oil. Her mother, who also still works full-time with the government, takes care of the philanthropic aspects of the business, focusing on smaller non-profit organizations with less notoriety. For the entrepreneurs, Sole Savers is just as much about saving souls as well as soles.
“We try to find charities that people don't really know about because while Sole Savers is in the infancy stage now, I see it being such a major storm in households, convention centers, conference centers and churches, and I'd like for these other charities on a mission to really help grow with our business."
Recently, Sole Savers launched their spring collection, which includes the red “Teyana" flat named in honor of her niece who has had two open-heart surgeries before the age of two. “When we talked about Sole Savers in the brainstorming stages, we were talking about when Teyana becomes an adult that we will have an avenue that will provide for a very strong quality of life for her."
The remaining shoes were designed to fit the woman who may not be up on the latest trends, but they always put their best foot forward in all areas of their life.
“A stylish woman isn't always trendy. It's a certain level of class and elegance that a woman has and I think that's what's important for me in branding sole savers. It's very stylish; it's very current, but it's not trendy."
While it may not be about the clothes, it's certainly about the mission of doing something that's rooted in love and passion. For Melodie and Teresa it starts with saving soles, one foot at a time.
To find out more about Sole Savers and how to grab you a pair of comfortable flats, head over to SoleSavers.co.
Kiah McBride writes technical content by day and uses storytelling to pen real and raw personal development pieces on her blog Write On Kiah. Follow her on Instagram and Twitter at @writeonkiah.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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ItGirl 100: Get To Know Some Of The Most Inspiring And Empowering Women On Our List
The ItGirl 100 List, in partnership with Hyundai, is a celebration of 100 Black women who aren’t afraid to pull up their own seats to the table.
We often see lists featuring amazing women who are seasoned in this thing called life, and our ItGirl 100 List gives flowers to the people they’ve passed the torch to: young millennial and Gen Z women who are innovating and disrupting in today’s world of advancement.
xoNecole has partnered with Hyundai for its inaugural ItGirl 100 List to give these women their flowers today. It’s a celebration of 100 Genzennial women who have built their own tables, launched new businesses, and redefined what it truly means to be blessed, booked, and busy.
Here’s a snapshot of fun facts from a few of the women listed on the ItGirl 100, representing the East, West, Midwest, and South:
EAST
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DJ 9AM: DJ & Curator
Representing: Brooklyn
Ultimate ItGirl Song: "On My Mama" by Victoria Monét
Favorite OG It Girl: Nia Long
Zodiac Big Three: Cancer Sun, Taurus Moon, Pisces Rising
Favoring open-format, multi-genre mixes, this DJ has created a winning reputation for rocking a crowd with seamless transitions and selections, always representing Southwest musical and cultural influences.
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Tiffany James, Founder, Modern BLK Girl
Representing:Brooklyn
Ultimate ItGirl Song: "Lucky Girl" by Carlina
Favorite OG It Girl:Naomi Campbell
Zodiac Big Three: Sagittarius Sun, Leo Moon, Virgo Rising
Modern BLK Girl is one of the leading investment groups among women of color, and the founder serves as an avid investor, community builder, and advocate. Tiffany James is also a mentor, utilizing her unique combination of financial and fashion expertise.
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Kat Mateo, Casting Director
Representing: New Jersey
Ultimate ItGirl Song: "Princess Going Digital" by Amaarae
Favorite OG It Girl: Kelis, Eve, Lil Kim
Zodiac Big Three: Aries Sun, Cancer Moon, Cancer Rising
Thriving as a casting director and stylist, Kat Mateo offers a unique point of view that has shaped New York Fashion Week shows, ad campaigns, and editorials. She has also been a major contributor to cultural conversations related to fashion and inclusivity.
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Denise Stephanie Hewitt, Photographer
Representing: Brooklyn
Ultimate ItGirl Song: "Experience" by Victoria Monét
Favorite OG It Girl: Hannah Montana
Zodiac Big Three: Taurus Sun, Aquarius Moon, Aquarius Rising
This Gordon Parks Foundation scholar is a full-time student who has been working to expand her freelance career in photography. Denise is also been featured among Essence'sinaugural list of "Top 10 Creators Under 30," for her unique aesthetics and perceptions through her art.
WEST
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Nayamka Roberts-Smith, Aesthetician
Representing: Los Angeles
Ultimate ItGirl Song: "Tomorrow 2" by GloRilla & Cardi B
Favorite OG It Girl: Meagan Good
Zodiac Big Three: Sagittarius Sun, Leo Moon, Capricorn Rising
Nayamka Roberts-Smith is an award-winning professional in the skincare industry and serves as an educator, offering knowledge on beauty culture. She also is a well-sought-after speaker on beauty and women’s issues, with a following of more than 1 million on social.
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Desiree L. Talley, Esq., Vice President, Legal & Business Affairs, Revolt TV
Representing: Los Angeles
Ultimate ItGirl Song: "Nice" by The Carters
Favorite OG It Girl: Issa Rae
Zodiac Big Three: Cancer Sun, Scorpio Moon, Cancer Rising
An attorney and storyteller, Desiree L. Talley meshes relatability with her legal smarts for the culture. She advocates for cultural advancement and societal change through her POPLAW Podcast while balancing her executive duties at Revolt TV.
Marley Rae
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Marley Rae, Organizer, WalkGood
Representing: Los Angeles
Ultimate ItGirl Song: "Nice For What" by Drake
Favorite OG It Girl: Mariah Carey
Zodiac Big Three: Capricorn Sun, Taurus Moon, Leo Rising
Marley Rae is a Nike Athlete, certified yoga instructor, COO, and Director of Health and Wellness for WalkGood LA, a family-founded non-profit organization. She is dedicated to fostering understanding and care in local and global communities.
MIDWEST
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Shawnee Dez
Representing: Chicago
Ultimate ItGirl Song: "FreeBody Freestyle" by Shawnee Dez
Favorite OG It Girl: Toni Morrison
Zodiac Big Three: Cancer Sun, Aquarius Moon, Cancer Rising
Shawnee Dez is an artist who's all about captivating her audience through encouragement and empowerment. Her music features fluid harmonic layering, live instrumentation fused with digital production, and her unique multi-talented voice in an alto melodic tone.
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Bianca Pastel, Visual Artist
Representing: Chicago
Ultimate ItGirl Song: Anything by Whitney Houston
Favorite OG It Girl: Grace Jones
Zodiac Big Three: Taurus Sun, Leo Moon, Sagittarius Rising
Bianca Pastel's artistic portfolio includes fine art, illustrations, and animation, and she's worked with clients including Disney Pixar, and the NFL, to name a few. Her focus is "empowering the experience of being a Black child and dealing with mental health issues."
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Donyale Walton, Founder, Hoop Mobb
Representing: Detroit
Ultimate ItGirl Song: "Yeah I Said It" by Rihanna
Favorite OG It Girl: Aaliyah
Zodiac Big Three: Virgo Sun, Libra Moon, Capricorn Rising
Donyale Walton's brand Hoop Mobb, celebrates the Black and Brown fashion and cultural impact and presence of hoop earrings. It's grown to earn more than seven figures in annual revenue and a nationwide community of loyal consumers.
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Ticara Devone, Content Creator
Representing: Chicago
Ultimate ItGirl Song: "She's a Bitch" by Missy Elliott
Favorite OG It Girl: Ananda Lewis
The Zodiac Big Three: Libra Sun, Taurus Moon, Virgo Rising
A trusted sneaker enthusiast and content creator, Ticara Devone uses dynamic storytelling to hold space for others with a passion for sneakers. A published writer, she’s worked with brands including Nike and Footlocker and inspires us all by ensuring women are vocal and seen in the multi-billion dollar shoe space.
SOUTH
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AllyiahsFace, Content Creator
Representing: Atlanta
Ultimate ItGirl Song: "Go Off" Doja Cat
Favorite OG It Girl: Gabrielle Union and Halle Berry
Zodiac Big Three: Gemini Sun, Leo Moon, Scorpio Rising
AllyiahsFace's YouTube channel has more than 830,000 subscribers, and she's been hitting the ground running since 2015. Her content creation, which centers on beauty, fashion, and lifestyle, has led to a lucrative career and drawn a close-knit social and real-life community to view and be inspired.
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Jaycina, Executive Director, Tender
Representing: Atlanta
Ultimate ItGirl Song: "All I Got" by Amel Larrieux
Favorite OG It Girl:Tracee Ellis Ross
Zodiac Big Three: Leo Sun, Sagittarius Moon, Sagittarius Rising
Jaycina is a signed model with a nonprofit that works to provide support and community for single mothers in Atlanta. She's also appeared in campaigns for brands including Fenty and GAP as well as features in all your favorite magazines and on billboards across the country.
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Asha Christian, Founder, Coily App
Representing: Atlanta
Ultimate ItGirl Song: "It's My Life" by Mariah Carey
Favorite OG It Girl: Toni Childs (Girlfriends)
Zodiac Big Three: Sagittarius Sun, Leo Moon, Leo Rising
Asha Christian created Coily to provide beauty recommendations utilizing social data. It offers a more personalized, AI-driven experience for users and part of her mission is to provide solutions related to diversity and put the focus back on the consumer. Meshing tech and culture, Christian is innovating with options that exemplify the Black girl magic needed in tech.
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