Meet Tricia Andrews the Creator/Founder of your new best friend... Sole Serum. Sole Serum is an innovative foot product that will make walking in those heels a breeze. Tricia shares her journey from corporate advertising to entrepreneur, why she created this product and how she turned her brilliant idea into one of FORBES most innovative products in 2014. #CHECKIT #HAUTESTREET #theMUSEdiaries
HAUTE STREET: First off, we LOVE Sole Serum and are so excited to finally have a solution to painful stilettos! Let's find out where it all started. Where are you from and how did you bring Sole Serum to life?
TRICIA ANDREWS: Minot, North Dakota! Am I the first you’ve met from there? I get that a lot. I don’t know why I love it. Gotta represent! My background is in Advertising Sales. I spent 9 years working for Turner Broadcasting/Turner Sports and 3 for the Big Ten Network (a FOX Sports network). I was constantly running to client meetings, presentations and events and never could escape the daily thought of “I can’t wait to get out of these shoes”!
HS: What made you decide to create this product?
TA: I was tired of having to suffer through the day in order to keep my shoes on! Honestly, it’s just something that I needed. I couldn’t find anything like it, so I just decided to take care of it myself. Well, not all on my own…I have a really amazing team that I’ve been working with to make this a reality.
HS: How did you go about creating this product and making it your reality?
TA: I surrounded myself with a good team! I have never launched a product like this, so the first thing I did was bring this to a friend of mine who had helped launch various products in the past. He was amazing and immediately reached out to a chemist so we could begin working toward finding the magic formula. After about 20 variations, we settled on the perfect one! From there, we went to the FDA to make sure that we had proper FDA clearance (which we do!). That’s a process that takes about 6 months. It was quite a long wait, but after all of the success we’ve had in a short amount of time…it was definitely worth the wait!
HS: What were some hardships and struggles you had to deal with when creating this product?
TA: With the creation of the product, it was just the timing with everything. We wanted to perfect the formula, but with every minor tweak we made, it was adding on a few weeks!
The biggest struggle we face now that we’ve launched is simply educating the market. It’s a product category that has never existed before, so many (many, many) people are skeptical when I tell them what it does. I find myself saying “trust me…it works!” all the time : )
HS: What advice can you give fellow entrepreneurs?
TA: I think the best ideas come from necessity. I know it’s an example that some think is over-used, but I love to refer to Sarah Blakely and Spanx. She created a product that not only she needed, but that she knew women (and men!) everywhere needed too. I think that Sole Serum is such a similar product, as it’s a category unto itself.
HS: What is some advice that has kept you going and growing?
TA: Never enter a meeting without taking copious notes…. Be cognizant of how many times you start a sentence using “I” because it’s always better to listen… surround yourself with a good team… and have absolute passion for what you do!
HS: Can you share an incident where you have used sole serum and it has helped you?
TA: I have several! I was at a wedding in Madison, WI this summer and brought it with me. It may sound a little creepy, but as soon as I would notice girls sit and take their shoes off, I would rush over and offer it to them. They’d look at me like I was crazy, but just said… just try it and trust me, you’ll be coming back in 10 minutes thanking me. And they did.
I’m also a runner and absolutely love putting it on after I take off my running shoes. Not only does it have a slight cooling effect (it feels so good!), it also has has anti-inflammatory benefits to help take down the swelling before I step into my shoes (usually booties – I am a big fan of booties!) for the day.
HS: Can you tell us of any upcoming news involving Sole Serum?
TA: I can’t share it just yet, but we did just signed a deal with a large retailer that we will be launching this January. Stay tuned!!
HS: Where do you see Sole Serum?
TA: We are still so young (we’ve only been around for 5 months!), but I really want Sole Serum to be a brand that empowers women. Because after all, Sole Serum is all about keeping you in your shoes and we truly feel that you should never let your shoes hold you back.
HS: Where can we find Sole Serum?