We recently connected with Jenny Morrissey and have shared our conversation below.

Alright, Jenny thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

The inspiration for SHIFT came from the nurses who cared for my parents during their cancer treatments & from my husband, James, an Air Force nurse. Early on in James’ nursing career he came home from his shifts with foot, knee, hip and back pain. In my career as a footwear product line builder, I was immersed in the footwear market landscape already and though the best solution for him would be to find a good pair of shoes for him. I shopped the footwear market, focusing on high-quality, fluid-resistant, slip-resistant, breathable shoes with a roomier toe shape to accommodate foot swelling. The only solutions I found were running shoes, which are engineered for running on dirt or pavement and not for hustling on hospital flooring. The more research I did, I learned that there are 3.5 million nurses in the US. That’s 1% of our population, and when I thought about it, this is the only career that every single American knows or has been impacted by at least 1 nurse in their life. It’s actually so inspiring when you think about it. The other outstanding thing I found out in my research is that 2 out of 3 nurses suffer from musculoskeletal problems and when I thought about it, it made sense. The more I talked with tenured nurses, the more I learned about knee surgeries or hip surgeries they have had. A lot of these injuries can be avoided through proper footwear. I felt really strongly that I was the person to solve this problem. In 2019, nobody was solving this problem, but months after I started this endeavor, others were launching medical specific footwear. At first it felt deflating, but then, as a founder, you realize your mission is still important and if all of these pioneers in this space win, then nurses win. I have to recognize that my unique advantage was that I am a founder of a footwear company that had already had experience in line building, sourcing, product development, merchandising for big footwear brands. I know the trade secrets and the pressures these large companies are under to cut corners in quality in order to achieve really tight margins. So, I was going to build this shoe with the quality in foams and materials that I could never work with before because they are too far out of the price range for big brands. But most of all I knew I was going to invest in the insole, which is the first thing compromised by other brands, but the most important comfort feature.
However, what truly drives my passion for SHIFT is the profound admiration I hold for nurses worldwide. Their unwavering camaraderie and dedication to patient safety amid staffing shortages exemplify their exceptional resilience and professionalism. I am deeply inspired by their daily commitment to serving others, often in challenging circumstances that few outside their profession fully comprehend.

Jenny, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I have a deep passion for footwear, particularly for products of exceptional quality crafted with purposeful design. I’ve been working in the retail business for over 20 years and specifically in the footwear industry for 10 years. My education at the Fashion Institute prepared me for a career in merchandising but I always had interest in product development and how products are made and how to make them better. I was bit by the footwear bug early on in my career which inspired me to explore very different roles within the footwear space.

I worked in sourcing and development for Anthropologie for their private label brands, which taught me the art of curating beautifully designed products. Transitioning to Rockport, I sharpened my skills as a product line manager, mastering the intricacies of engineering footwear to fit like a glove. During my time at SAS, a US-based factory, I learned traditional shoemaking techniques that prioritize quality, comfort, and longevity. Drawing from these diverse experiences, I’ve integrated invaluable lessons into the foundation of SHIFT.

It’s important to me to clarify how SHIFT’s mission sets us apart. Unlike some competitors, I haven’t pursued large venture capital investments. Footwear production entails significant upfront costs, but I remain steadfast in my commitment to prioritizing quality and fit. I refuse to compromise on these principles, advocating tirelessly for the unique comfort needs of nurses.

For me, SHIFT isn’t just about creating another brand; it’s about building a community rooted in authenticity and mutual respect. I’m deeply committed to serving nurses with integrity, rejecting superficial marketing tactics in favor of genuine connection and support. Together, with the invaluable input and partnership of nurses, we’re forging a brand that prioritizes their well-being above all else.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

A lesson I had to unlearn was the expectation that networking events wouldn’t feel awkward They are awkward, but so necessary. Your community is everything. During almost two years of my entrepreneurial journey, in-person networking was restricted, and virtual alternatives were virtually impossible. I had no entrepreneurial network, and it showed. Finally, when networking events went back to normal, it was just uncomfortable. I don’t think enough people talk about that. But if something feels uncomfortable this journey, then you’re making progress.
It’s important to remember that sharing your ideas with others at these events is beneficial. People are more inclined to assist you rather than steal your ideas. So, embrace the discomfort, engage in networking, and don’t hesitate to share your vision with others—it could lead to valuable collaborations and opportunities.

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

With my extensive background in manufacturing, I was determined to collaborate with the top partners in the industry for this project. Recognizing Italy’s reputation for excellence in craftsmanship, I knew it was the ideal location for this endeavor. Thankfully, I already had established relationships with suppliers in Italy, including Vibram, known for their commitment to quality, durability, and versatile design, making them the perfect choice for crafting our outsoles.

Italy stands at the forefront of material and design innovation. I have been fortunate enough to work alongside the same suppliers that create products for huge fashion houses like Balenciaga, Prada, Fendi, Dior. Working with these esteemed suppliers has been a surreal experience, seeing our nursing shoes showcased alongside some of the most beautiful shoes in high fashion.

However, one significant challenge we faced was time, particularly underestimated by building this project during the pandemic. Navigating through these circumstances required patience and perseverance as we meticulously crafted each aspect of the shoe to ensure it met our standards of excellence.

Contact Info:

• Website: www.myshiftshoes.com
• Instagram: www.instagram.com/shiftshoes_
• Facebook: www.facebook.com/shiftshoes