MILAN – “There’s one thing that I’ve always said to my team since the very beginning, which is that the power lies in the focus,” said Luisa Dames, founder of Aeyde.
Looking at how far the cult footwear brand she launched 10 years ago has come, it’s not hard to believe her. “I’d rather do one thing right than five or 10 things that I start and can’t finish them right. For me, it’s very powerful to finish things. And to finish things, you need to be very focused on just one thing you really do in an excellent way,” Dames told FN.
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Her razor-sharp approach contributed to the success and popularity of the digital-native label, as the clarity she imprinted to her business proved to have a ripple effect across all of its aspects — from her leadership style and how she navigates entrepreneurship down to her designs, which stand apart for their signature understated and clean aesthetic combined with a sweet-spot price positioning.
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For one, moving from handling everything herself with a small team in the beginning to managing a team of 40 people at the new Aeyde Haus headquarters in Berlin required perfecting her own skills, including making “much more clear that all the team members who work directly with me know what is my vision. … It’s more about being an excellent communicator now and [about] delegating, whereas before I was really operating, so that is a big switch. You have to be very flexible to adapt.”
In the same vein, clarity in boardrooms has proved pivotal, especially in a male-led industry — and second only to the one needed in a design studio. To be sure, Dames’ goal has always been to empower women with styles that could walk them throughout the day, balancing aesthetics with comfort and versatility. Sticking to this mission, focusing on building consistency through the years without ceding to fleeting trends contributed to Aeyde’s international traction.
“In this super-fast-moving world and challenging luxury market especially, it’s very important that you have your own, clear point of view as a brand, so that you don’t end up being a copy of a copy. Originality is what counts today,” said Dames.
Hence, her advice to those looking to embark on a similar career is “to build something that has a certain relevance and substance as a product. In today’s world, everything exists. … You need to have this very clear vision and create something meaningful,” she said.
A version of this article appeared in the June 1 print issue of FN, as part of the “Women Who Rock” special section. On June 3, FN and Two Ten Footwear Foundation will honor these women at the annual live event in New York City.