Though that was just a small percentage of her business’s total revenue in 2017, she credits the post for opening up opportunities in coastal markets she never imagined might be interested in her shoes. In four months, Powell made about $100,000 via that single online pathway. But most important, it included a link to the purchase page on Charleston Shoe Co.’s website. The Strategist, a recommendation site run by New York magazine, had published a first-person essay for its “Feet Week” titled “These $100 Grandma Sandals Are More Comfortable Than Birkenstocks.” It praised the virtues of ugly-cute arch-supporting footwear, and cited said footwear’s popularity among stylish Brooklynites. Powell found the answer in a short blog post. “Everyone was like, ‘What happened overnight?’” It was as if a fairy godmother had swooped in and chosen her inventory’s ugly duckling to go viral. The Monterey Sandal had none of the cutting-edge comfort technology that attracted her bunion-prone clientele, it had no mainstream stylistic appeal, and it had just one pitiful three-star review on Amazon. That morning, her website had already logged more than $20,000.Ĭuriously, the sales were all of the “Monterey Sandal.” Though these were the first shoes Powell had sold when she launched her business about 25 years ago, their popularity had waned in recent years compared with others in her now 60-item collection of sensible summer footwear.
usually pulled in about $3,000 worth of online sales per day, $5,000 on a good one. when she arrived at her office in downtown Charleston, South Carolina, and her staff was aflutter. On May 23, 2017, Neely Woodson Powell’s business changed forever.
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