I have been eagerly waiting to share this Spotlight on Mommy interview with you all for the past month, from Aimee Gallo of Friendly Rooster. Why you ask? Well, first off, both Savannah and I fell in love with their baby shoe offering. Since receiving a pair of to review, I have a hard time getting Savannah to wear another pair of shoes. Just look at the picture I took recently when I told Savannah we had to switch her shoes, as these shoes didn't match her outfit. Yes, she may be getting into the terrible two's, but when I eventually gave in and let her wear her Dolly Mary Janes from Tip
Toey Joey shoes, this pout became an instant smile.
Then, when I found out of their charitable efforts, Share Your Love of Shoes™, where they donate shoes to US charities that benefit infants. Beginner walkers in need will be given Tip Toey Shoes, thanks to Friendly Rooster and Tip Toey Shoes. I love how Aimee and her business are giving back to those in need.
Here is a brief introduction to Friendly Rooster shoes, from their website:
"Friendly Rooster is a fresh perspective to
selling shoes and accessories online for children ages 0 - 7. All of
our brands we carry are inherently unique. Some of them appeal to an
edgier customer, while others are more traditional with a whimsical
twist. All shoe brands are healthy for growing feet, promoting proper
foot development during the important “beginning steps” years. And, as
an added reason to feel good about your purchase, selections are bought
with an eye towards social consciousness and sustainability."
Head back here on Friday, when I will share more about Aimee's Friendly Rooster business, the charitable efforts they recently started with Tip Toey Shoes, a giveaway, as well as a coupon code, just in time to buy summer shoes for your children. But, in the meantime, please enjoy my interview with Aimee.
Name: Aimee Gallo
Company
Name/Product/Service: Friendly
Rooster (an online store carrying baby
and kids shoes and accessories)
Company location: Charlotte, NC
Company Website: http://www.friendlyrooster.com
Facebook URL: http://www.facebook.com/FriendlyRooster
Twitter Handle: Friendly Rooster
Pinterest: Friendly Rooster
Age of Company: Launched February 29, 2012 (we chose that
date on purpose, because it only happens once every 4 years)
Favorite
Inspirational Quotes: “The whole
problem with the world is that fools and fanatics are always so certain of
themselves, and wiser people so full of doubts.”—Bertrand Russell
Tell us a little bit
about yourself. How many children do you
have? What are their ages? Your hobbies? Etc.:
I have a 9 year old son named Aidan. We moved to Charlotte from Los Angeles in
fall of 2009. While in LA, we spent a
lot of time at the beach. Here in
Charlotte we still spend some weekends driving to the beach, but more time is
at the pool. Other hobbies include
working out, playing video games with my son, and heading out to the National
Whitewater Center in Charlotte for zip lining and rafting fun.
Briefly explain your
business. How did it come about?
I have been in retail full time since
graduating college. I’ve been a Buyer
for some large retailers in the US (American Eagle Outfitters, Pacific Sunwear,
etc). I had the great fortune to spend 3
years as the baby/kids Buyer at a smaller retailer in Los Angeles called
Babystyle. When I started with Babystyle
my son was 2 years old, so it was a great time for me to buy product for that
age group. I left that company in 2008,
but the manufacturers I dealt with, especially in shoes, kept in touch with me
over the years. When I lived in Los
Angeles it would have been more difficult to run this type of business…just due
to the overwhelming cost of living there.
Once I got to Charlotte, I took on a very corporate job that did not fit
my personality at all. At that point, I
started building my business in my head.
Two years later, I finally decided to pull the trigger and go for it.
People ask me about the name, but it is actually a take on
my own name. Aimee means “friend” in
French, and Gallo means “rooster” in Italian.
I didn’t like my name as a child because everyone pronounced it
incorrectly (they always wanted to say “Amy”).
I actually used to sign my name as “Friendly Rooster” all through middle
school. I know the name has nothing to
do with children’s shoes (which has been a fun challenge to get around in terms
of branding).
What is a typical
work day like?
I am still working
full time for another company to pay the bills while I get Friendly Rooster up
and running. Usually I am checking
emails/orders first thing in the morning, at lunch, and when I get home from
work. Then I spend time with my son
(homework, sports practice, playing video games or board games with him). After he goes to bed, I jump back on the computer
until about midnight. I am hoping to be
able to do this full time within the next 2 years, which will allow me more
flexibility with his school schedule.
Maybe for the first time I’ll be able to be a chaperone on a field trip! Of course, I think that is right about the
age that he won’t want mom there J.
What has been a
struggle while starting up your company?
Learning to promote the business has been a learning curve. By nature, I do not like to brag. I am learning to get over that, especially because
I really believe in the products we sell.
I’m also a very impatient person, so I want everything “NOW”. I see where I want to go, and I want to be
there today. But with my personality,
once I am there, I’ll be on to the next goal.
What have been some
of your major successes?
Getting Tip
Toey Joey on board has been a big score!
Friendly Rooster has the largest selection in the US. There is one boutique in Soho that sells it
(not online). There is also a small
chain in California that sells one style in a few colors. The brand is slightly more expensive, but
once you get your little one into the shoes you become addicted. They are SO much better than other brands in
regards to how good they are for children’s feet. The leather they use, the functionality of
the shoes, and the classic yet fun look to the shoes are all fantastic. I love everything about the brand, and I am
really proud that we are more or less the exclusive carrier of the product in
the USA.
What have been some
of your major challenges?
Keeping my
expectations in check, keeping my anal-ness (is that a word?) in check, and
being ok with not every single thing being perfect from day one.
On those impossible
days, what motivates you to keep going?
My passion for these brands and their missions keep me focused and
engaged in the business during tough times.
I love that these brands care so much about what they do. Pediped does a lot of research to ensure
their shoes are healthy. They also
created the Pediped Foundation to give back to the community. Livie and Luca uses non-lead based dyes and
their boxes are recycled. They also choose
to work with only the most ethical factories.
All of their shoes are handmade.
I could go on and on about every aspect of each of these brands and the
individual things they do to contribute “good” to the world.
What is your
balancing secret in managing a business and family?
I wouldn’t call anything I do
“balanced”. What I do try to do is let
go (easier said than done). On a typical
day I am trying to do so many things at once.
Usually a deep breath, a hot bath, and sometimes a glass of red wine
help clear my head and keep me sane amongst all of the insanity. I also find great pleasure in just “hanging
out” with my son. Sometimes I take my
laptop to where he plays his video games and work in the same room as him. Seeing him get so excited when he scores on
his game keeps my energy levels up.
What is next for your
business?
Our focus right now is on
getting the charitable aspect of the business running smoothly. In early May, we launched Share Your Love of
Shoes™. When customers purchase any pair
of Tip Toey Joey shoes from our site, we donate a pair of TTJ shoes to a
beginning walker in need. We’re
partnering with two wonderful charities (Room to Grow, and My Stuff Bags). We are thrilled, because we thought it would
be a year or two before we could give back in any way.
Why a beginning walker?
Proper footwear is SO important to developing feet…especially while a
child is taking his or her first steps.
Unfortunately, good shoes aren’t always the most affordable option, so
many children “make do” with shoes that are hindering their development. We can help bring healthy shoes to these
children.
Do you have any
advice for other mom entrepreneurs that are starting out and struggling, or are
on the fence about starting a business?
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