MAD Shoes vs the lessons learned in 2024: a year of growth & discovery
Let’s talk more about the product(s) behind the MAD brand - aka the shoes (and since this November, the necklace). Although I’ve been an entrepreneur for as long as I can remember, this is my first product business. And it’s so different from services. Why?
Well, when you’re building a product, you’re not just offering a service that adapts as you go. You’re creating something tangible, something people will hold, wear, and use. There’s no immediate feedback loop like in services. Every detail matters – from the materials to the design to how it feels and fits. The process is more rigid, and it requires a lot more creativity.
What I’ve learned so far:
- Product timelines are unforgiving: If you don’t plan ahead, production delays can completely derail your launch.
- Customer expectations are higher: People want the product to look exactly as it does in photos and perform even better than advertised.
- Iteration is key: Even the best designs often need tweaking after the first prototype.
- Distribution is vital: Choosing the right partners for shipping and retail can make or break your product.
- Storytelling sells: People don’t just buy products - they buy the emotions, values, and story behind them.
This article is about the lessons we’ve learned as a growing product business. Let’s dive in.
Iterative design & development: why it matters
When I launched MAD Shoes, I thought I would nail the perfect design on the first go. Spoiler alert: I didn’t. Fashion isn’t static - it evolves. Trends change and customer preferences shift. That’s why iterative development is crucial. With every collection we launch, we tweak and refine. A year ago, we started with a classic stiletto pump in fuchsia color. Today, we experiment with innovative materials, introduce bold and understated colors, explore different heel heights, and reimagine timeless designs like slingbacks and ballerinas.
I’ve learned that you don’t have to get it right the first time. Let the design process be fluid. Experiment. Innovate. Then, take a step back and iterate again. This approach has been a game-changer. It allows us to stay fresh, relevant, and true to our brand. Sometimes, it’s about spotting a trend and integrating it into our design DNA - like we did with the MAD Slingback in Merlot Red (the color of 2024).
Other times, it’s listening to customer feedback - because they are the ones wearing the product. That’s how we realized our signature glass hearts deserve to be worn as standalone statement MAD necklaces. Sometimes, the tiniest adjustment - a strap repositioned, a heel slightly reshaped - can make all the difference between the average and the extraordinary. Iterative design isn’t just a strategy; it’s a mindset. It’s what keeps our products alive, growing, and resonating with the women who wear them.
Customer-centric product development in fashion
The women who wear MAD Shoes are at the heart of everything we do. It’s not about creating a product for the sake of it. It’s about solving a problem, fulfilling a need, or just offering something nobody else has offered before.The unique value proposition for MAD is that it blends passion for shoes with exquisite craftsmanship.
Every shoe we create tells a story - of love for design, dedication to quality, and the artistry that goes into every detail. It's not just about making footwear; it’s about celebrating the hands and minds behind each stitch, every curve, and every accessory item. And there’s more. MAD Shoes is not just another product, but an experience. Each pair represents the passion we pour into crafting heels that women love to wear - not just for the way they look but for the way they feel.
We actively seek customer feedback at every stage - through Instagram polls, email surveys, or in-person chats at pop-up events. Listening to your customers doesn’t just improve your product - it builds loyalty and trust. Also, it gives you ideas to create what your customers truly want. Sometimes, their feedback inspires a new design element or even an entirely new product line. It’s like having a direct line to the people who matter most, and letting them become brand co-creators. After all, when customers feel heard, they become advocates who champion your vision.
Guidelines & best practices: how to optimize product design for your product business
Creating a product business that stands out requires not only creativity but also a strategic approach to design and development. Over the course of building MAD Shoes, I’ve identified a few golden rules that, I hope, can help you elevate your product design process, too.
Start small, scale thoughtfully
Avoid trying to launch too many products at once. Focus on perfecting one or two signature items that showcase your brand’s identity. Once you’ve nailed those, you can thoughtfully expand based on customer demand and feedback.
Let me give you an example. When we first launched, we thought the classic 10cm stiletto would be perfect for every woman. I quickly learned, though, that style preferences vary greatly, and a 10cm heel isn’t everyone’s idea of comfort. For some, it was too high; for others, it was just too much. And you know what? It’s all water under the bridge now.
We all have those defining “learning from mistakes” moments in business - the ones that shake us up and challenge everything we thought we knew. These are the experiences that bring the most growth, shaping our strategies and reshaping our mindsets. They’re often uncomfortable and financially draining, but they offer invaluable lessons that no course or book could provide.
“Tricky moments are turning points that refine a business vision. They sharpen decision-making and make you more resilient. Embracing all learning curves not only helps businesses grow but also transforms setbacks into powerful insights that can fuel future success.”
A prototype isn’t just a rough draft. It’s the foundation for your final product. A well-made prototype can help you spot potential issues and fine-tune your design before committing to full production. Think of it as an essential rehearsal before the big show.
Test products in real-world scenarios
Showroom evaluations are great, but there’s no substitute for real-world feedback. Have real people try your product in everyday situations. Watch them walk in those heels - do they pinch, slip, or feel unstable? Does the strap hold up to movement? These insights are invaluable for refinement.
Collaborate with skilled professionals
Surround yourself with experts who excel at what they do. Whether it’s a talented artisan who crafts your product, a photographer who captures its essence on film, or a marketer who tells your story, working with skilled industry experts will amplify your brand’s quality and impact.
Prioritize longevity over fleeting trends
Trends come and go, but quality is longlasting. Design with longevity in mind by focusing on timeless craftsmanship and materials that will keep your product relevant and desirable for years to come. Classic designs can be updated with modern twists, but their core should always stand the test of time.
By following the above mentioned principles, you’re not just creating products. You’re building a brand that resonates deeply with customers and stands out in a crowded marketplace.
Lessons learned: What we’ve learned so far
Contrary to what you see on our Instagram, 2024 has been a tough year for MAD Shoes. But I’m not complaining because every challenge turned into an opportunity for growth. Running a business is never a straight line, and as much as we love to share the highs, what happens behind closed doors is often a bit messier. We’ve faced supply chain issues, design setbacks, and marketing experiments that didn’t go quite as planned.
Every challenge taught us something valuable, and instead of shying away from the bumps in the road, we embraced them. The lessons learned have shaped MAD Shoes into what it is today and continue to fuel our evolution. So, while 2024 might not have been the smoothest year, it was undoubtedly one of the most transformative. The breakdown:
Perfection is overrated
Chasing perfection delays progress. Sometimes, it’s better to launch, gather feedback, and improve along the way rather than wait for everything to be flawless. Progress beats perfection every time.
Every setback is a lesson
Challenges are inevitable, whether it’s delays in the supply chain, unexpected production delays, or a marketing campaign that doesn’t hit the mark. Each setback has something to teach if you’re willing to listen and adapt.
Teamwork matters
Your vision is only as strong as the team that helps bring it to life. Collaborating with passionate, skilled professionals who share your goals makes all the difference in navigating the ups and downs of running a business.
Passion shows
When you genuinely love what you’re creating, that energy becomes contagious. Customers, collaborators, and even strangers can feel it. Passion can turn casual buyers into loyal fans.
Final thoughts
If you’re a business founder and you’re just starting out, I have a final tip for you: show the journey, stop obsessing to reach a destination. People are drawn to the story behind a product - the hard work, the passion, and even the imperfections. Authenticity builds trust and creates a deeper connection with your audience. When you open up about the challenges, the late nights, the mistakes, and the wins, you invite your customers into your world.
It’s not just about selling a product, but about sharing an experience. The ups and downs of the process resonate with people because, at the end of the day, they are part of that journey too. They become more than just customers - they become a part of your story. And that connection is what turns a one-time buyer into a brand advocate. So, don’t be afraid to show the behind-the-scenes work. People appreciate the realness, and when they see the effort you put into your brand, they’ll support you even more.