The MAD Shoes vs. the artists & collaborators: our vision, their talent

 

When vision meets exquisite craftsmanship, the end result is a handmade product that tells a unique story. The story of MAD Shoes is rooted in the talent of the people we work with; the artists and collaborators who understand that MAD is more than a shoe brand. Maybe it’s an exaggeration, but I see it as a movement celebrating a woman’s individuality, creativity, and boldness. 

Collaborations are not just about technical execution, but also about exchanging ideas and taking risks. From the beginning, I looked for artists who inspired me through their work; artists who saw MAD as a canvas for self-expression, not as a simple pair of stiletto shoes. Each collaboration we’ve had so far has brought a new layer of depth to our collections, and we hope that future collaborators will continue to challenge our vision.

 

How it all started …

The idea to collaborate with artisans came to me when I noticed that most shoe brands import the accessories used on their shoes. They all look the same - whether it's bows, buckles, or other accents, there's little originality. With a few exceptions, not many Romanian brands value true craftsmanship. 

That got me thinking: we have so many talented artists here who create beautiful, one-of-a-kind pieces like earrings, brooches, and pendants. How has no one thought to ask them to craft accessories for shoes? This realization sparked the inspiration to partner with local artisans and bring their creativity into the world of footwear.

I do understand that it’s cheaper to import accessories and that working with artists increases the end price of the product. But that’s why I created MAD Shoes in the first place - to offer something different and 100% handmade. It’s not easy to break patterns in an industry where mass production often trumps craftsmanship. However, that's what sets MAD Shoes apart. 

There’s a tremendous effort on the side of educating the customer, as well. Because women desire accessories that look different, but not many of them are willing to pay the cost that comes with genuine craftsmanship.

I’m committed to showcasing the artistry and talent of local creators, even if it means higher costs and more time invested. It’s about creating a product that tells a story that reflects the unique vision of our brand and the hands that make it. Every accessory we design in collaboration with these artisans becomes a signature element of the shoe, ensuring that no two pairs are ever exactly alike. This is the heart of MAD Shoes: celebrating individuality and craftsmanship in every detail.

The pros & cons of working with artists 

Collaborating with artisans brings many benefits, but also some challenges. There’s the immense creative freedom and uniqueness that comes from working with them. Every piece adds value to the product, making each pair of MAD shoes a true work of art.

On the other hand, working with individual creators can increase costs and timelines. Handmade accessories take longer to produce and are more expensive than mass-produced alternatives. There's also the challenge of scaling production while maintaining the handcrafted quality that defines MAD Shoes.

However, the pros far outweigh the cons. The added value and exclusivity make the extra effort worthwhile. It reinforces our commitment to slow fashion, sustainability, and supporting local talent, which is ultimately what makes MAD Shoes so special.

One of the greatest advantages of working with artisans is the ability to stand out in a crowded market. While many shoe brands focus on mass production, MAD Shoes focuses on capsule collections. Each accessory is custom-made, meaning our shoes can't be replicated by competitors. This sets us apart as a brand that prioritizes quality, creativity, and authenticity over convenience.

By partnering with artisans, we’re not only creating shoes - we’re crafting a brand experience that speaks to customers who value individuality and exclusivity. This approach also builds a stronger emotional connection with our clients. They know that when they purchase MAD Shoes, they’re getting something unique. This exclusivity allows us to tap into niche markets where consumers are willing to invest in quality and craftsmanship.

The best-added bonus: we’re surrounded by art and beauty every step of the way. In our fast-paced and sometimes grim world, this is no small feat.

Increased brand perception

Working with artisans elevates the perception of our brand. When customers see that our shoes are adorned with handcrafted accessories made by skilled artists, it reinforces the notion that we’re not just another shoe brand - we’re a luxury brand that appreciates art, tradition, and details. This differentiation enables us to charge a premium price for our products, as customers recognize the value of owning something different.

Supporting local economies

Another advantage is the positive impact on local economies. By sourcing materials and labor from local artisans, we contribute to the preservation of traditional craftsmanship while promoting sustainable business practices. This further strengthens our brand identity, aligning us with values that matter to modern consumers, such as ethical production and support for small businesses.

Where it’s going … 

The MAD Shoes are not for everyone, and that’s okay. I’ve made my peace with the fact that for the Romanian market, we are expensive. Right now, we’re working on expanding our reach to the European market, where I believe there’s a stronger appreciation for high-quality, handmade products. Recently, we joined the Wolf & Badger platform, a huge achievement for a shoe brand launched in 2023. I would say that we’re doing pretty well. 

As for long-term goals, we plan to continue our research to partner with talented artists, both locally and internationally, for the MAD accessories. If there’s one thing I’m sure of, it’s that the MAD brand will never compromise quality for the sake of cutting costs or following trends. Our commitment to craftsmanship and originality will always come first. The MAD brand is built on the belief that every detail matters - from the fabrics we choose to the hands that create our products. We’ll continue to focus on designing pieces that tell a story, reflect the individuality of our customers, and celebrate the artistry behind every shoe.