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THE STORY OF JOAN OLOFF SHOES, AS TOLD BY DR. JOAN OLOFF

The Background: I grew up in the retail shoe business. My grandfather opened my family’s first shoe store in 1920, in Williamsburg, Brooklyn. My Dad literally grew up in the apartment above the family store. He and his 3 brothers all continued in the family shoe business as adults and I worked in my dad’s shoe store as a child. I eventually became a podiatrist, spending many years treating women whose feet have become damaged by wearing high heel shoes. For years, I’ve struggled with the arrogance of shoe designers who proclaim that women must suffer for fashion. As a woman, I also understand that women will always choose fashion over “sensible” footwear. Because of this, I’ve challenged myself to create a high fashion luxury shoe that is constructed in such a way that it can accommodate the structure and function of the human foot, while still maintaining delicate and beautiful lines.

The Journey: Naturally, my journey took me to Italy. There was no question in my mind that Italy was the perfect place for me to seek out the best artisans, who possess both the experience and the creativity necessary for Joan Oloff Shoes.

The Secret: I believe that my patent pending technology will revolutionize the high heel shoe industry. My shoes 1. provide shock absorption. 2. create support and 3. offload pressure points under the ball of the foot in ways only previously seen with custom orthotics. There is more even weight distribution, not just under the ball of the foot, as in traditional heels. The result is that the foot does not fatigue. This is what allows women to experience pain free days walking and pain free evenings dancing! Women no longer have to choose between style or comfort!

The Advice: To women who like to wear high heel shoes all day I say, “Make smart choices with the shoes that you wear”. We live in an age when women are beginning to make mindful choices about what they eat and how they exercise. What I want women to understand is that they can wear inexpensive clothing and not suffer consequences, but they can not afford to make bad choices with their feet!