We recently connected with Anje Pearson and have shared our conversation below.

Anje, appreciate you joining us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

The primary barrier to profitability within the luxury footwear and accessories sector is establishing and enhancing brand awareness. For emerging brands in this competitive landscape, the journey to becoming recognized and respected is fraught with challenges. The issue at hand is not just about introducing a new product line but about weaving a narrative that resonates with the target audience and distinguishes the brand from established competitors.

When a brand is new to the market, its invisibility to potential customers directly impacts its revenue streams. Without recognition, even the most exquisite and high-quality offerings may go unnoticed, leading to missed opportunities for sales and growth. This lack of visibility underscores the critical role of marketing in the luxury goods industry.

Investing in marketing is not merely an option; it’s a necessity for survival and growth. It involves a multifaceted approach that encompasses digital marketing, social media engagement, influencer partnerships, and high-impact advertising campaigns. These efforts are aimed at creating a strong brand image, fostering customer loyalty, and ultimately, building a solid foundation for long-term profitability. Through strategic marketing, new luxury brands can navigate the complexities of brand awareness, paving the way for their success in a competitive industry.

Anje, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Transitioning from my role as a celebrity publicist and fueled by my enthusiasm for footwear, I ventured into the high-end fashion world by founding co-founding Rogers Pearson with my husband Brian Pearson. This initiative is a continuation of my entrepreneurial journey, which began with the creation of Coco Blue Shoes, a fast-fashion label, during the pandemic. Coco Blue Shoes enjoyed two years of prosperity; however, the challenge of competing with fast fashion giants such as Fashion Nova, who offered comparable products at much lower prices, became insurmountable. Consequently, in July 2022, I made the tough choice to close Coco Blue Shoes, taking the opportunity to reflect on my career path and business aspirations. After careful deliberation, I embraced my passion for creating a brand that specializes in luxury, handcrafted fashion items. This reflection and renewed focus culminated in the establishment of Rogers Pearson in September 2022.

Have you ever had to pivot?

In 2019, a fall that resulted in a broken ankle forced me into a six-month period of immobility. It was during this time of reflection and recuperation that I came to a significant realization: my career as a publicist, which had spanned 38 years, no longer fulfilled me. Driven by a lifelong passion for footwear, I decided to pivot towards shoe design. After my ankle healed, I discovered that I could no longer comfortably wear the high-heeled, fashionable shoes I had always adored. This limitation inspired me to innovate; I began designing a new kind of heel, one that would provide the necessary support for my ankle without compromising on style.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

Embarking on my journey into shoe design, I initially found myself at a loss for where to start. The industry seemed shrouded in secrecy, with many reluctant to share their knowledge or insights. This led me down a costly path of trial and error as I navigated through the process of selecting the right materials and manufacturers. My quest for knowledge took me to Italy in the summer of 2021, where I immersed myself in learning about fabric sourcing and connecting with various manufacturers capable of bringing my visions to life. It was during this time that I discovered many prominent brands opt for manufacturing in China due to the absence of large-scale factories in Italy. However, I decided against manufacturing in China, deterred by the high shipping costs and the extended lead times associated with handcrafted footwear. I am now exploring Portugal as a potential site for manufacturing. Thus, the journey of establishing my shoe design venture continues to be an evolving process.

Contact Info:

• Website: https://rogerspearson.co
• Instagram: https://instagram.com/rogerspearsonofficial
• Facebook: https://facebook.com/rogerspearsonofficial
• Linkedin: https://linkedin.com/rogerspearson

Image Credits
Photographer Claudio Robles- Rebellion Agency