Entrepreneur portrait : Cécile Nicolay launches Shoe-Up

EDHEC Alumni : Can you explain briefly how Shoe-Up came about (origins, team, concept ?

Cécile Nicolay : Everything went really quickly in the end!
The project was formed in September 2014 and a little more than a year later we had a showroom, a commercial website and 300 pairs of shoes to be sheened and sold!

I worked for 4 years for a luxury bootmaker, where I discovered the world of men’s shoes. It fascinated me!
I saw that there was a huge appetite for the product but that the (very high) prices did not allow my friends to buy a pair.

I started to study the market carefully and realised that the offer of men’s shoes was really quite limited, always black or brown, and that all the brands offered the same highly conventional range of products.
I wanted to go into business and was sure that I could offer something different. My future associates and I discussed things at length, and after a few fruitful brainstorming sessions we came up with the concept!

Our product is a town shoe – derbies, oxfords, chukkas, etc. – available in various coloured sheens, which we produce by hand in our workshop and showroom. Our pricing and brand discourse are accessible... you might say we are breaking the traditional code of the shoe market by offering a new and contemporary range of products.

Not to mention a new vision: beautiful and well-made does not necessarily mean unaffordable luxury.

EA : What is your initial assessment of this entrepreneurial adventure?

CN : What surprises me most on a daily basis is people’s enthusiasm for the project. Everyone wants to get stuck in, which really helps us move forward. It’s a real human adventure with its ups and downs, but it’s worth every ounce of effort!

EA : Have you ever benefited from the network of EDHEC graduates?

CN : Not yet!! We have massive needs and our resources are limited, so we’ll take everything we can get!

EA : What advice do you have for young entrepreneurs?

CN : Take the plunge! One thing is certain, it’s never the right time to go for it and there is always a good reason to wait. It’s kind of a leap into the unknown, but it’s an experience worth trying!

EA : What’s next for Shoe-Up?

CN : After an encouraging 6-month run-in period, we’re getting ready to launch a new shoe model and expand our product range with belts via a crowdfunding campaign, which we are currently finalising with a view to launching it at the start of June. Our objective is to raise €4,850 to finance development costs and the purchase of raw materials to place our order. We will be counting on our network to help us out and spread the good word. Diaries at the ready! Early June at Kiss Kiss Bank Bank! 

EA : What are your expectations from the community of EDHEC graduates (fundraising, looking for staff, partners, advice, etc..) ?

CN : We are progressing step-by-step and we don’t know what the future holds. All advice is welcome. We would be delighted to host a get-together for drinks and a bite to eat in our showroom once the weather is fine :)

More info: 
Website: http://www.shoe-up.com
Facebook: http://www.facebook.com/ShoeUpParis
Instagram: http://www.instagram.com/shoe_up_paris/

Showroom: 133 rue cardinet 75017 Paris