12 mistakes & 12 lessons learned from last year’s MAD journey

What did we learn from last year’s journey? Quite a lot. But learning often requires trial and error - and we certainly made our share of mistakes along the way. Each misstep came with valuable insights that shaped how we move forward today.

In this article, we’re sharing the 12 biggest mistakes we made and the lessons they taught us. Our hope? By being transparent about our experiences, you can gain some practical takeaways to avoid similar pitfalls and grow faster on your own path.

#1 Mistake – Not researching target audience enough

When launching MAD Shoes, I focused more on what I, the founder, wanted and believed in, rather than considering women's actual needs and desires. I envisioned bold designs - 10 cm heels in fuchsia satin, for instance - that looked stunning but were ultimately impractical for everyday wear, more suited to the red carpet than daily life.

Style shouldn’t come at the cost of comfort. I quickly learned that women want heels they can wear all day - whether it's powering through meetings, attending events, or simply embracing their everyday elegance - without the constant ache that often comes with wearing heels.  Genuine elegance is about both looking and feeling incredible, and that's a philosophy I’ve embraced ever since.

💡Lesson learned: Style and comfort can coexist. Women deserve heels that make them feel unstoppable, without compromising beauty for wearability. As a result, we had to compromise. The result? A 7 cm heel (a very comfortable one, I might add), and soon enough we’re planning to add a 5cm heel and a MAD ballerina collection.

#2 Mistake – Ignoring early feedback

I prioritized my creative vision without fully considering early feedback, whether it came from friends, family, or colleagues. At the time, I was deeply connected to my ideas, believing that my artistic direction and personal experience were enough to guide the brand. I had a clear picture of what I wanted to create, and I was passionate about staying true to that vision. However, in doing so, I unintentionally overlooked valuable insights that could have made a difference earlier in the process.

The truth is, feedback felt personal at times - like it was challenging my creative decisions rather than enhancing them. While I consider myself adaptable and a great listener, I realized that being open to feedback means more than just hearing it - it's about actively seeking it, processing it, and being willing to adjust without feeling like you're compromising your values.

I’ve since learned that feedback, even when uncomfortable, is a goldmine of insights. It provides a perspective you might be too attached to the project to see. Whether it’s about fit, design, pricing, or messaging, those outside perspectives can reveal blind spots and help you create a stronger, more customer-centered product.

💡Lesson learned: Feedback is a goldmine. It’s not about giving up your vision - it's about refining it. Listening to your audience, especially in the early stages, can turn a good idea into an exceptional one.

#3 Mistake - Overproducing

In the excitement of launching MAD Shoes, I got carried away and produced too many pairs without properly validating demand first. I was inspired by the artistry of bold colors, convinced they would captivate customers just as much as they captivated me. But creativity without a strategy can lead to costly lessons.

The result? I ended up with excess inventory in shades that, while beautiful, didn’t resonate with as many customers as I had hoped. Bold colors can be empowering, but they can also be polarizing. I learned the hard way that not every design choice will have mass appeal. Beyond the financial strain, overproducing took away from the sense of exclusivity I wanted for the brand - because when luxury feels too available, it can lose its allure.

Now, I prioritize smaller production runs and limited editions. Not only does this minimize financial risk, but it also aligns perfectly with the luxury concept of rarity and craftsmanship. When each piece feels special and limited, it creates desire and a deeper emotional connection with the product.

💡Lesson learned: Start small with limited editions. It creates exclusivity, minimizes risk, and allows you to measure real demand before scaling production. Less can truly be more.

#4 Mistake – Pricing missteps

When I first set the prices for MAD Shoes, I focused almost entirely on production costs - calculating materials, labor, and additional expenses - without considering the bigger picture of perceived value and market positioning. I assumed a straightforward approach would be enough to justify the price. But luxury pricing isn’t just about covering costs; it’s about capturing the full essence of what the product represents.

What I overlooked was how pricing communicates the story behind the product. MAD Shoes aren’t just high heels - they’re a statement of craftsmanship, artistry, and exclusivity. Each pair involves skilled artisans, premium materials, and a creative vision designed to make women feel empowered and elegant. But my initial pricing didn’t fully reflect that story, and as a result, the shoes were undervalued (with way too many discounts left and right) compared to their true worth.

I also underestimated the psychological role pricing plays in luxury markets. A lower price can sometimes diminish perceived value, while a price that reflects the artistry and craftsmanship can elevate the brand in the eyes of the customer. Luxury buyers seek more than just a product - they seek an experience, a story, and a sense of exclusivity.

💡Lesson learned: Pricing should reflect both craftsmanship and brand storytelling, not just production costs. It should speak to the artistry, quality, and emotional connection behind the product. Thoughtful pricing helps position the brand where it belongs and attracts the right audience.

# 5 Mistake – Delayed production planning

In the world of handmade luxury, every detail matters - the precision of craftsmanship, the selection of materials, and the skill of the artisans involved. Yet, early on with MAD Shoes, I underestimated just how much time was truly required to create each piece to the highest standard. I miscalculated production timelines, assuming the process would be faster without accounting for the intricacies of handcrafted work.

When creating models from scratch, it can take up to 6 months to produce them, which we overlooked. This resulted in us having a beautiful stiletto model ready only in December. While it wasn’t entirely bad, as the holiday season was nearing, it was still a mistake that could have been avoided with better planning.

The result? Unexpected delays that impacted product launches and customer delivery timelines. Since MAD Shoes emphasizes craftsmanship and exclusivity, rushing the process wasn’t an option. But I hadn’t clearly communicated how long the production cycle actually took, which left customers waiting longer than expected.

Luxury is rooted in patience, but I learned the hard way that customers need clarity. They’re investing not just in a product but in the story behind it, and part of that story includes the time, skill, and care that go into each handmade piece. Now, I approach production timelines with more realism and transparency. I build extra time buffers for unexpected challenges and communicate timelines clearly from the start. Handmade luxury takes time - but the end result is always worth the wait.

💡Lesson learned: Handmade luxury takes time. Transparency about production timelines and setting realistic expectations not only builds trust but also reinforces the value of true craftsmanship.

#6 Mistake – Playing it safe

In the early stages of MAD Shoes, I found myself holding back creatively, leaning towards safer, more conventional designs rather than fully embracing the bold artistic vision that first inspired me in the first place. I was cautious, worried that going too far outside the box could alienate potential customers or limit sales. Playing it safe felt like the sensible choice - but in luxury fashion, safe can often mean forgettable.

By sticking too closely to familiar silhouettes and subtle styles, I realized I was blending in rather than standing out. What ultimately shifted my mindset was revisiting what made MAD Shoes special in the first place - the creativity, the craftsmanship, and the concept. I realized that bold accessories, unconventional shapes, and statement colors could be more than just products - they could become symbols of confidence and self-expression for the women who wear them.

💡Lesson learned: Bold choices can define a brand. Creativity and uniqueness aren't just design elements - they're what drive attention, loyalty, and emotional connection in the luxury market. Taking risks isn’t a gamble when it’s rooted in authenticity; it’s how lasting brands are built.

#7 Mistake - Believing too much in the power of influencer marketing

When I launched MAD Shoes, I was drawn to the idea that collaborating with influencers would be a game-changer for brand visibility and sales. The strategy seemed straightforward: send shoes to influencers, they post about them, and the orders would start pouring in. After all, influencer marketing dominates the fashion space, so it felt like a natural move for a luxury brand.

However, the results didn’t live up to the expectations. While some influencers did create beautiful content, it didn’t translate into the kind of engagement or sales I had hoped for. Why? Because I made the mistake of focusing on reach rather than relevance. Many of the influencers I partnered with had large followings, but their audiences weren’t necessarily aligned with MAD Shoes' luxury positioning or values.

What I’ve come to realize is that true influence goes beyond follower count. It's about genuine connection, trust, and audience alignment. The most effective collaborations come from working with people who not only appreciate the craftsmanship and story behind MAD Shoes but whose audience is actively interested in high-quality, artisan products.

Another lesson learned was that influencer marketing should complement, not replace, other foundational strategies like brand storytelling, direct customer relationships, and organic community building. Relying too heavily on influencers can create a disconnect if your brand voice isn't clearly established first.

💡Lesson learned: Not all influencers have influence. The right partnerships focus on alignment, shared values, and authenticity over follower size. Building a luxury brand requires cultivating real relationships with an audience that genuinely resonates with your story and craftsmanship.

#8 Mistake – Not celebrating small wins

I often found myself focusing on what wasn’t working - the challenges, the setbacks, and the endless list of things that still needed to be improved. I was so driven by the bigger picture and long-term goals that I rarely paused to acknowledge the progress we were making along the way.

The problem with this mindset? It can feel like you’re constantly climbing a mountain without ever reaching a peak. I was achieving milestones - my first sales, positive customer feedback, collaborations with artisans - but I didn’t celebrate enough. And when you don’t stop to acknowledge progress, it’s easy for the journey to feel overwhelming, like you're never doing enough. And believe me, you are.

I’ve since learned that celebrating small wins isn’t just about feeling good - it’s essential for maintaining momentum and staying motivated. Each sale, every kind message from a customer, every design breakthrough is a step forward, a sign of growth. Recognizing these moments not only fuels personal motivation but also strengthens team morale.

Small wins also create positive energy around the brand. Sharing milestones publicly - like the first 100 pairs sold, a successful launch, or being featured in a publication - builds excitement and trust with your audience. It reminds people (and yourself) that progress is being made, even when the final destination feels far off.

💡Lesson learned: Celebrating milestones, no matter how small, boosts morale, keeps momentum alive, and reminds you how far you’ve come. Success is built on a series of small victories - so take the time to honor them.

#9 Mistake – Ignoring other shoe models

When I launched MAD Shoes, my entire focus was on high heels. To me, heels are the epitome of elegance, confidence, and femininity - so I assumed they would naturally be the go-to choice for most women seeking a luxury statement piece. I believed high heels were a universal staple, a symbol of empowerment and allure. But in my passion for heels, I overlooked a crucial truth: not all women feel comfortable or confident in them.

I also fell into the misconception that lower heels and flats couldn’t be as sexy or elegant as stilettos. I saw them as more functional than fashion-forward, which led me to limit the creative range of the brand. But fashion isn’t one-size-fits-all, and elegance comes in many forms. The turning point came when I started receiving direct feedback from my community. Women were asking for more options - slingbacks, kitten heels, and flats that still felt luxurious and special. It was a wake-up call: style preferences are deeply personal, and true elegance isn’t defined by heel height but by design, quality, and craftsmanship.

💡Lesson learned: Women’s style preferences vary greatly. Offering diverse designs, like lower heels and elegant flats, allows the brand to connect with a wider audience while staying true to the essence of luxury and craftsmanship.

#10 Brand image inconsistencies (an ongoing work in progress)

In the early stages of MAD Shoes, I struggled with maintaining a cohesive brand image, mainly due to budget constraints. As a new brand, I was trying to balance product development, marketing, and other essential aspects of the business. While I had beautiful shoes, the photos I used for marketing were inconsistent, often taken with a mix of amateur shots, DIY setups, and different photographers with different shooting techniques.

This led to a fragmented brand image that didn’t fully reflect the luxury, craftsmanship, and elegance that MAD Shoes aimed to portray. Without a strong visual identity, I found it difficult to establish trust with potential customers. Photography, especially for a high-end product. It took time for me to realize that a luxury brand’s success relies heavily on its ability to tell a visual story that aligns with its mission.

💡Lesson learned: Consistency is key in establishing a strong brand image. Investing in high-quality equipment and professional photography is essential for luxury brands to convey sophistication and craftsmanship. When your visual identity aligns with the essence of your brand, it builds trust and fosters a stronger connection with customers.

#11 - Feeling like an imposter at times

There were many moments when I doubted myself and my ability to build a successful luxury brand. I constantly second-guessed the value I was bringing to the table and found myself seeking outside validation at every turn. Whether it was wondering if my designs were unique enough, if the quality of the craftsmanship was up to par, or if anyone would actually care about the brand, the imposter syndrome was real. I frequently sought reassurance from friends, family, and industry experts, hoping that their approval would confirm that I was on the right path.

I eventually realized that constantly needing confirmation from others was holding me back. I was looking for permission to succeed, but true confidence comes from within. If I was constantly relying on external validation, I would never have the courage to take risks or stay true to the vision I had for MAD Shoes. When I started listening to my gut and embracing the feeling that what I was doing had purpose, I stopped searching for constant approval and started making decisions based on what I believed was best for the brand.

I allowed myself to own my choices, whether they were risky or unconventional, because I knew they aligned with the brand’s core values. I’m not saying feedback isn’t important—it’s crucial for growth, but trusting your own instincts is just as important. Just go with the flow 🙂

💡Lesson learned: Imposter syndrome can be paralyzing, but it’s important to trust yourself. External feedback is valuable, but when your gut tells you something is right, you should follow that intuition. Believe in your vision, trust your instincts, and go with the flow. After all, if you feel deeply connected to your work, that passion will resonate with others too.

#12 - Posting too much or too little, on Instagram/LinkedInnbsp;

When it came to social media, I often found myself caught in the middle - Am I posting too much or am I posting too little? On Instagram, I worried about over-saturating my audience with content. I struggled with finding the right balance between product shots, lifestyle shots, videos, or text telling the story behind them. Sometimes I’d hesitate to post because I didn’t want to come across as “too much” or “too salesy,” which led to inconsistent posting and missed opportunities to engage my community.

During this process I overlooked an important aspect of the brand marketing - people like the MAD brand because it is about ME. My story, my concept, my life. So the plan for 2025 is to put myself out there more, to showcase the shoes more confidently in my everyday life and basically, to own the brand.

💡Lesson learned: Social media should reflect the heart of the brand. It’s not just about the product - it’s about sharing your story, being authentic, and engaging your community in a way that feels personal and real. Don’t shy away from posting consistently and confidently, and remember that your audience is not just following the brand; they’re following you.

Conclusion

The bottom line is simple: everyone makes mistakes. The key, however, is to embrace them. Mistakes aren’t something to shy away from or feel ashamed of - they are stepping stones on the path to growth and success. Every misstep, every miscalculation, and every challenge is an opportunity to learn, evolve, and refine your approach. In the journey of building MAD Shoes, I’ve come to realize that mistakes are not just setbacks; they are integral to the creative and entrepreneurial process.

Take, for example, the moment when I was asked to supply a pair of MAD Shoes for the Emmy red carpet. If it hadn’t been for the bold, spectacular 10 cm stiletto pump, that opportunity wouldn’t have come about. It was one of those moments that reinforced my belief that every risk I took, every design choice I made, was leading me toward something bigger. That pair of heels, which initially seemed like a bold, creative experiment, ended up being exactly what the Emmys and the Disney UK premiere were looking for.

These moments are more than just milestones; they are confirmations that my vision isn’t “MAD” after all. These shoes have real potential, just in different contexts than I originally anticipated. The takeaway is clear: trust the process, trust the vision, and trust that every mistake is a lesson that brings you closer to discovering where your true potential lies. Sometimes, the path you plan doesn’t look like the path you end up on - but that’s okay. It’s all part of the journey.