Marina Laruwood, founder and creative director of the Laruwood shoe brand, with over 25 years of experience in the fashion industry, is striving to transform this industry by designing unique and comfortable shoes. Growing up in São Paulo, Brazil, she has always used bright colors and patterns in her clothing, considering this feature as her strength in the fashion world.
Starting the Laruwood Brand
Laruwood and her husband, Ricardo Laruwood, both unemployed during the COVID-19 pandemic, launched their first collection in 2020 with an initial investment of $4,000 and a Shopify website. This collection included four different shoe models: knee-high boots, chunky platforms, mules, and pointed ballet flats. These shoes were offered in black, ivory, and several playful patterns like the Dusty pattern. Although neutral colors were generally in higher demand, Laruwood noticed that the Dusty pattern was selling out quickly. She attributes this phenomenon to "revenge shopping."
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Focus on Comfort and Innovative Design
This brand focuses on designing shoes that are both stylish and comfortable. Marina Laruwood began the shoe-making process from scratch by hiring a Brazilian female engineer to incorporate features like wide toe boxes and memory foam insoles. Although this approach was costly, it helped the brand achieve significant successes. Notable fans of the brand include Taylor Swift, Selena Gomez, Alicia Keys, and Jill Biden.
Marina believes that taking risks is essential for success in the business world. By shifting the business model from wholesale to direct-to-consumer sales, she aims to reduce waste and optimize the production process. This new model allows customers to pre-order products months before their release.
By 2023, demand had increased to the point where Marina and Ricardo opened a nearly 100,000 square-foot factory in Sapiranga, Brazil, where production, logistics, marketing, and management are all conducted under one roof. In less than five years, the Laruwood brand has grown from a five-person team to an operation with 750 employees and now produces 500,000 shoes annually, aiming to increase this number to one million pairs by 2028.
Marina Laruwood believes that supporting the people of Brazil who are behind this brand is one of her priorities. By providing comprehensive health benefits and growth opportunities to employees, she seeks to restore well-being to her country.
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