“Probably one of the biggest things I have learnt is to be adaptable. We have weathered a few storms over the years and I have learnt to roll with the punches and work out solutions.” Angie Geurs, founder of Forever Soles on how to move past the lows and learn from them
My own love affair with Forever Soles started way back when I first laid eyes on the Australian bridal shoe label’s iconic Melody Heels in Ivory. Arriving in a wave of cool bridal elegance featuring charming blocks heels (and peppered with shimmering floral pearl beading) the Melody Heels stole both my – and many a bride’s – heart. Effortlessly blending comfort with style, Forever Soles founder, Angie Geurs conceived the brand after her own disappointing pursuit for the perfect pair of comfortable yet unique bridal shoes (spoiler alert: she ended up making her own, FYI). Now, endlessly inspired by her brides and their own quest for the perfect pair of soles for the aisle, Angie brings pure magic to the digital shelves of Forever Soles, from dreamy plush velvet creations (meet their Sister Heels in Champagne) to architecturally stunning perspex creations that’ll instantly make you swoon (say hello to the Flirt Heels in Nude). I managed to catch up with founder Angie herself to talk about her business journey so far and her version of Taking The Plunge, including the highs, the lows, the first jobs, the worst jobs and the tech she can’t live without…
#1 In a nutshell, describe your business/brand – what do you offer?
“At Forever Soles, our passion lies in designing enchanting bridal shoes that blend comfort and style effortlessly. We offer brides a dreamy collection of shoes and accessories that turns their special day into a dance down the aisle.”
#2 What’s your career background? Has it always been in the wedding industry?
“Throughout my career, I’ve been involved in product development, gaining invaluable experience by visiting suppliers in various countries and immersing myself in diverse production processes. While my journey began in a different industry (swimwear), my passion for design and innovation eventually led me to the world of bridal shoes. Combining my expertise in product development with my love for creating stylish footwear, I found my calling in Forever Soles. This exciting venture allows me to bring a touch of magic to the wedding industry.”
#3 What planted the seed of your business idea? Did it strike you suddenly?
“The seed of my business idea was planted during my own wedding journey. As a bride-to-be, I encountered the struggle of finding wedding shoes that perfectly combined style and comfort. Yearning to walk down the aisle in a pair of shoes that reflected my unique personality, I embarked on a quest to find the perfect footwear, but the search left me wanting more. Determined to create something extraordinary, I channelled my creativity and crafted platform espadrilles for my beach wedding. The comfort and joy I experienced wearing my self-designed shoes on that special day sparked the idea of ForeverSoles.com, where I could share this experience with countless brides-to-be, helping them find their own perfect pair of enchanting bridal shoes.”
#4 Describe the moment you decided to TAKE THE PLUNGE (what did this involve? Handing in your notice?)
“The moment I decided to take the plunge and create my business was both exhilarating and nerve-wracking. With unwavering determination and the support of my husband, I made the decision to resign from my role as a production coordinator. Embracing the spirit of creativity and following my heart’s desire, I took on part-time jobs to support my business start-up financially while freeing up my time to live back near my home town of Byron Bay. I poured my heart and soul into crafting the business. The journey was challenging, but the passion for designing comfortable and unique bridal shoes drove me forward, turning that initial leap of faith into a captivating reality.”
#5 Describe how the first day of building your own business felt:
“The first day of building my own business was a mix of excitement and nerves. With $500 in hand, I stepped into ForeverSoles.com, determined to create comfortable and stylish bridal shoes. I sketched, sourced materials and sewed, pouring my heart into this dream. It marked the beginning of a challenging but rewarding journey.”
#6 The highs – what have they been so far?
“The journey of running ForeverSoles.com has been a rollercoaster of highs and lows. There were nights when I stayed awake, working tirelessly into the wee hours of the morning, packing orders and ensuring each pair of shoes received the utmost care and attention. It sometimes felt like the business never slept, and I was on a constant whirlwind of tasks, wondering if there was ever a moment to catch my breath. Yet, amidst those moments of exhaustion, the passion I have for the designs I create and the bridal industry has always been my guiding light. The love I feel for the shoes I craft fuels me to keep going, even during the most challenging times. The joy I get from hearing the happiness of my customers when they receive their dream shoes is priceless, and it’s what makes all the hard work worthwhile.
Being a part of brides’ special days and contributing to their happiness is an honour and a privilege that keeps me going year after year. My deep connection with the customers I create for is the heartbeat of Forever Soles. Without their support and appreciation, I wouldn’t have been able to sustain this journey for over 11 years.
Despite the sleepless nights and the pace of the business, I can genuinely say that I love what I do. I am immensely grateful for the opportunity to bring comfort and unique style to brides on their most memorable day. It’s this unwavering passion that gives me the strength to push forward, knowing that my designs are meaningful and touch the lives of those I create for.”
#7 The lows – how did you move past them? What did you learn?
“Probably one of the biggest things I have learnt is to be adaptable. We have weathered a few storms over the years and I have learnt to roll with the punches and work out solutions. I feel like I try to approach problems with a proactive mindset and work out ways to pivot and adjust when things don’t work out the way I planned.”
#8 If you could tell yourself three things when you first started the business – what would they be?
No.1 “Invest in quality marketing: allocate a budget for effective marketing strategies, models and photographers. Focus on reaching your target audience through various channels, such as social media, SEO, and advertising.”
No.2 “Embrace adaptability: the entrepreneurial journey is filled with surprises and challenges. Be willing to learn from setbacks and embrace changes that can lead to growth and resilience in the face of uncertainty.”
No.3 “Value my time and well-being: it’s easy to get consumed by the demands of the business. Remember to prioritise well-being and set boundaries to maintain a healthy work-life balance.”
#9 Your tips for those dreaded lying-awake-at-3am times? (Counting sheep? Glass of water? Get up? Meditate? Read?)
No.1 “Keep a journal handy: have a notebook by your bedside to jot down any pressing thoughts or ideas that pop up.”
No.2 “Identify priorities: list the most critical tasks or decisions that are keeping you awake. By prioritising and organising your thoughts, you can regain a sense of control and tackle challenges with a clear mind.”
No.3 “Trust your instincts: remember that you started this business because of your passion and belief in your vision. Trust your instincts and the hard work you’ve put in.”
No.4 “Create boundaries: establish clear boundaries between work and personal life. This separation can help you unwind and promote better sleep.”
No.5 “Practice gratitude: in those quiet moments, take time to reflect on the positive aspects of your business journey.”
#10 Your top organisational tip?
“Get comfortable using excel.”
#11 Who inspired you? Or inspires you in business?
“My business is inspired by the brides. Witnessing their desire for unique, elegant, and comfortable bridal shoes ignited my passion to create a collection that reflects their individuality and love stories, ensuring every bride feels graceful on her wedding day. Their enthusiasm and joy inspire me to continuously innovate and design enchanting shoes that bring magic and beauty to their once-in-a-lifetime moments.”
#12 An app/piece of tech you now couldn’t live without for your business:
“Planoly for Instagram. Helps plan our content a month in advance so we know what is happening! Asana for managing our team tasks.”
#13 Your first ever job was…
“Production Assistant – Childrenswear company.”
#14 Your top social media tip?
“Engage authentically with your audience. By fostering meaningful connections and creating a community around our shoe business, we build trust, loyalty, and a strong online presence.”
#15 The brand you’d love to collaborate with and why…
“I love to collaborate with the brand Grace Loves Lace. Their bohemian-inspired wedding dresses and accessories align perfectly with the footwear I create. Collaborating with Grace Loves Lace over the years has allowed us to curate enchanting bridal looks from head to toe, providing brides with a cohesive and unforgettable ensemble for their special day. Together, our brands elevate the bridal experience, offering brides a seamless blend of comfort, individuality and romance, creating magical moments that will be treasured forever.”
#16 Name a business/social media account(s) – that have helped/inspired you with your business?
“Hello May Magazine has been essential support for my business over the years. Their features and exposure has connected us with like-minded brides, elevating our brands visibility and credibility. The magazine’s community has provided invaluable feedback, guiding our product development. We are so grateful for this long term partnership and their support.”
#17 Your fav social media tool: (Pinterest? Instagram? LinkTree? Etc.)
“Planoly for Instagram. It helps me schedule and manage social media posts efficiently. It allows you to plan and organise your content in advance, ensuring a consistent and engaging presence on various social media channels.”
Photographer: Nina Claire Photographer
Dresses: Grace Loves Lace
Silk Dress with Chiffon Sleeves: & For Love
Jewellery: Bon Arlo
Location: Byron View Farm
Videography: Tahlia Aubusson
FOREVER SOLES | RAPID FIRE QUESTIONS
#1 Most inspirational book you’ve read:
#2 You’re in Starbucks, what do you order?
#3 Instagram feed crush:
#4 Your worst job was…
#5 If you didn’t do what you do…what would you do?
“Something to do with theatre.”
#6 Work day pick-me-up:
“A comforting hot tea. Paired with a quick stretch or a short walk around to get some fresh air.”