Interview: Jodie Fox (Shoes of Prey)

Jodie Fox is the co-founder of successful brand Shoes of Prey, a website which is any shoe lovers dream – a place where you can design your own shoes. Jodie will be also on the panel for Online Retailer Conference & Expo, Sydney (21- 23 July, 2014) and will be discussing the topic, Fostering a Business of Extreme Success.

We had the opportunity to chat with Jodie in the following interview:

How did you get started?

I was solving a problem of my own – I’d always liked shoes, but I never loved them because I couldn’t find exactly what I was looking for. Either it wasn’t quite the right colour, there was an embellishment I didn’t like, not quite the right heel height… anyway, when I was travelling, in the same way that you find someone who will make a custom suit for you, I found someone with whom I could commission shoe designs. My shoe collection became really exciting, and my girlfriends asked me where I was getting my footwear. When I explained, they asked me to create shoes for them too. Concurrently, my two business partners Mike and Michael were at Google and becoming really excited about the opportunities in online retail. They just needed an idea. We all came together and Shoes of Prey was born.


Is there a secret to your success?

Sheer determination, positivity and a willingness to keep trying. While those “secrets” aren’t rocket science I can tell you that they are so crucial to running your own business.

Have you always loved footwear?

Well, I loved footwear once I could create exactly what I wanted. Prior to that I wasn’t so devoted because I couldn’t find what I wanted – either a heel was the wrong height, I wasn’t totally sure of the colour or there was a decoration on the shoe that wasn’t my style.

Where did the name come from?

I take my style inspiration from visuals – whether it’s walking down the street, flipping through a book or stealing some time at a gallery. The idea is that while I am looking at all of these things I am mentally taking a snapshot and then hunting for a way to be able to wear it. In this case, the shoes are the prey and we are the hunters.

What are your predictions for Spring / Summer footwear?

Trend-wise, flats with bold, thick, neutral colour block straps. However there are spring/summer staples that will carry over including cork wedges and espadrilles.

What can you tell us about the upcoming Online Retailer Conference in Sydney?

This years online retailer conference is a great place to get access to global leaders of online retail and learn what others are doing to work more efficiently and grow more quickly.


Describe your dream shoes…

The problem here is that it isn’t just one pair! It depends on so many things – Where I’m going, the overall look I feel like wearing that day… just one pair of dream shoes is totally impossible!

Flats or heels?!

At any given moment you will either find me in totally flat shoes (think loafers, oxfords) or in heels no shorter than 4 inches. I’m one extreme or the other! In terms of styling, I think flats and heels are just about interchangeable, especially with this season’s movement to the evening flat. This is made evening through the materials and style – think slingback flats made from glittery or metallic materials.

What is next for Shoes of Prey?

There are so many exciting things in the pipeline – The launch of new shoe style options into the designer, exploring new products to customise and much more.

Where can we purchase your designs?

They’re available online at and in store at David Jones, Level 4, Elizabeth Street, Sydney City.

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