How I Got Here: The Founder of Bared Footwear on why authenticity is at the heart of everything she does
WORDS BY IZZY WIGHT
“Don’t be afraid to keep it real with both your team and customers. It helps to build trust.”
Have you ever stalked someone on LinkedIn and wondered how on earth they managed to land that wildly impressive job? While the internet and social media might have us believe that our ideal job is a mere pipe dream, the individuals who have these jobs were, believe it or not, in the same position once, fantasising over someone else’s seemingly unattainable job.
But behind the awe-inspiring titles and the fancy work events lies a heck of a lot of hard work. So what lessons have been learnt and what skills have proved invaluable in getting them from daydreaming about success to actually being at the top of their industry?
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Welcome to How I Got Here, where we talk to people who are killing it in their respective fields about how they landed their awe-inspiring jobs, exploring the peaks and pits, the failures and the wins, and most importantly the knowledge, advice, and practical tips they’ve gleaned along the way.
This week, we hear from Anna Baird, the Founder of the Melbourne-based label, Bared Footwear. Growing up, Anna’s professional sights were never set on the fashion industry. After completing her studies, she began practising as a podiatrist, where she noticed the comfortable, foot-friendly shoes she was recommending to clients were “really just made for old ladies”.
So after three years of development, Anna launched Bared Footwear’s first range of shoes – and her first-ever store in Toorak – in 2008. But starting a business isn’t easy, and she found herself crying “almost every day” for the first year. Now, close to two decades later, she’s learnt the importance of honesty, resilience and building a strong brand DNA. Here’s what she learnt along the way.
What do you do and what’s your official job title?
I am an owner and Founder of Bared Footwear. Although I am officially the CEO, I don’t undertake all the traditional roles of the job. I stay well away from finance, logistics and operations. Most of my time is spent in the product and marketing teams with a close eye and ear across all things retail and customer service.
Take us back to when you were first starting out. Did you study to get into your chosen field, or did you start out with an internship/entry-level role and climb the ladder? Tell us the story.
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I never dreamed that I would start a fashion business. After school, I completed a Bachelor of Science at Melbourne University followed by a Bachelor of Podiatry at La Trobe University. It was after I started practising as a podiatrist that I started to see a gap – I was finding it difficult to recommend shoes that were good for my client’s feet that I would actually wear myself. At the time, feet-friendly shoes were really just made for old ladies and were, to be honest, really ugly.
I knew nothing about manufacturing, but I knew what a shoe needed in order to be comfortable and supportive. It took about three years to develop my first range of shoes and I opened my first little store Toorak in 2008. Sixteen years on, we now have a team of about 190 incredible people. One of the things that I am most proud of is how many people in our head office started as a casuals on our shop floor and now hold senior roles. They’re an integral part of Bared’s DNA.
What challenges/hurdles have you faced getting to where you are now? Can you tell us about one in particular?
Anyone who has started a business will be able to tell you how incredibly hard it is. I had developed my first range of shoes and just opened the doors of my little shop when my exciting idea soon turned into a harsh reality. I had wages and rent to pay and very little cash flow. I think that I cried almost every day for the first 12 months.
Now looking back, my first shoes were pretty terrible. They didn’t fit particularly well and were only marginally better than the shoes designed for old ladies that I was trying to replace. It’s been a journey to bring together both strong design and a fit that we’re proud of.
What do you want people to know about your industry/your role?
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People probably don’t realise how many components go into one pair of shoes. It’s much easier to make a great, sustainably made cotton T-shirt because you’re only worrying about the fabric and thread. One pair of shoes can have up to 65 components that all need to be durable and made to last… it may be a long journey, but we’re committed to exploring all over the world for better, more sustainable materials.
What’s the best part about your role?
In the early days, I would have told you that I loved when I saw really cool people wearing my shoes. Now I am most excited by our partnerships at Bared and the fact that I get to work with some really inspiring innovators who are committed to making better materials for our planet – like NFW who have created our PLIANT outsoles.
What would surprise people about your role?
I think people would probably assume that CEOs don’t have an active role in their customer service operations, but that couldn’t be further from the truth. I think that the most important thing for a successful retail business is incredible customer service.
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Of course, the product has to be fantastic, but to build true community and trust in a brand, you need the best people to look after your customers. A large part of my role is to make sure that we never lose our authentic and down-to-earth approach – I’ll move mountains to look after our customer service culture.
What skills have served you well in your industry?
I think that I am naturally a creative person, even though I went down the science route for my studies. This blend has served me well. I love creating products and marketing, but I also love the knowledge that I have from being a podiatrist.
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This has been the backbone of my product and a huge reason for the brand’s success. One of the first things we do when we onboard new staff is teach them some of the basics of podiatry, so they really understand the foundations of Bared.
What advice would you give to someone who wants to be in a role like yours one day?
Be brave and be yourself. Hire great people and empower them to see their job as an investment in their own future. Read every leadership book out there – you will realise that you will never be a textbook perfect leader and that that is okay. If you have integrity and genuinely care about people, then you will be doing just fine.
What about a practical tip?
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It’s tough to pick just one! More broadly, honesty and authenticity are at the heart of everything I do. I believe in taking everyone along for the journey – through the good and the bad. Don’t be afraid to keep it real with both your team and customers. It helps to build trust. Remember that every setback is a fantastic learning opportunity and will come in handy to help you get through the next challenge that will inevitably come. Stay positive!
More practically, don’t be afraid of opinions. Wear test everything on everyone. Ask your friends, family and co-workers their thoughts on whatever you’re making. The more thoughts and opinions you have on your samples before you push through production, the better. Thank me later!
Read the rest of the How I Got Here series here.
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