Dazzle: Tell us about FETE-ish
Kayle: “FETE-ish is a footwear brand born out of a desire to explore my creative side. I’ve been operating for about five years. Before I started making footwear a couple of years ago, I was reflecting and realized I wasn’t really doing or involved in any creative art. I had all the signs of being a creative as a child. I liked creative writing and making things. But as an adult, I was not really nurturing that kind of creative expression. It was then that I decided that I would take something up as a hobby. I decided on shoes because not only do I love them, I wanted something that would be sufficiently challenging to keep me engaged.”
Dazzle: What’s unique about your footwear?
Kayle: “They’re not just made to be beautiful, they’re made to be strong. I get a lot of satisfaction from people who’ve proudly worn my sandals for a long time. I think I also present an opportunity for people with unique needs. Some people have difficulty getting footwear that is attractive because of various reasons. It also offers people the opportunity to inspire others to activate their creative side as well. I like collaborating with my customers and basically co-designing with them. So that’s what’s unique; with FETE-ish, you can really customize your footwear to fit your taste and style.”
Dazzle: Where did you learn how to make footwear?
Kayle: “Through a variety of sources; it wasn’t very easy because there isn’t a lot of information available online and there aren’t a lot of people who make them here. I had to invest in some paid online courses and as well as some in-person workshops overseas. I’m still learning and it’s a journey for me. I’m excited because there’s still a lot more to explore and learn.”
Dazzle:How can I differentiate Fete-ish with other footwear on the market?
Kayle: “People have said to me that they recognise FETE-ish’s style by simply looking at a pair of shoes I’ve made. I believe it’s something unique to my style. FETE-ish designs are intended to stand out, so a FETE-ish design will never look like something mainstream or mass-produced. “
Dazzle: What challenges do you face as a young, female entrepreneur and how do you overcome them?
Kayle: “One of the biggest challenges in this particular industry is the unavailability of the resources from materials to tools, to industry-specific skills and information. In other parts of the world, someone who’s doing what I’m doing would normally spend time as an apprentice and that is really important in the learning process because footwear making is very hands on. That’s something that’s not available to me here. If I need to go to an in-person practical class it’s not always possible and some training is not as easy to deliver virtually. As such, anybody that I hire, I must train them as beginners, so building a team is also a challenge. Another major challenge is the availability of the components I use. 99% of what I use is imported. Sourcing materials is a challenge, shipping and import duties make materials expensive. Because ordering timelines are long, maintaining inventory of materials is important and that comes at huge cost.
Dazzle: Tell us about your team
Kayle: “I have one assistant and she learned very quickly. She’s been with me about three years now, and I’m lucky to have her.”
Dazzle: How long did it take you to perfect your first shoe?
Kayle: “I won’t dare say that I have made a perfect shoe. I never put any work out there that I’m not happy with but I don’t think there’s anything such as perfection. I’m always working on refining my techniques, improving my materials and make my shoes even more attractive and unique. The very first pair of sandals that I wore were perfectly fine, in that they were wearable, functional and strong. Although there is trial and error in the learning and growth process, whatever I made, from the very first shoe, was beautiful wearable and comfortable, which is what I really aim for every time, because that’s what makes my customers happy and brings me joy.”
Dazzle: Have you been able to satisfy your customers?
Kayle: “I believe and hope so. I try to make sure they’re more than just satisfied; that they’re happy. I have a lot of repeat customers so that tells me we’re doing something right.”
Dazzle: Have you ever had a dissatisfied customer? And if so, how did you handle that situation?
Kayle: “Fortunately I’ve had very few situations like that. If there are any lingering dissatisfied customers, I don’t know about them. If I’ve made something for someone and they’re not happy with it, I will always work on addressing their concern, even if that means making a completely different shoe altogether. Whenever I make for someone, I always let them know to let me know if something is not right or not satisfactory. I have only twice in all these years offered a refund customers simply because at the time, I felt like I did not have the ability to give them what they wanted.”
Dazzle: Tell us about your support system.
Kayle: “When it comes to footwear, my assistant Leane is really a God-send. I certainly would not be able to do what I’m doing as well without her. Also my family, especially my mother, is very supportive and helpful. As an entrepreneur you need the guidance and support so it pays to have people who’re there to catch you or give a hand when you’re unable to do it alone.”
Dazzle: What did you do before FETE-ish and what was the transition like into making it a business idea?
Kayle: “Most of my pre-FETE-ish background was in thetelecoms technology. FETE-ish is still not the only thing that I do professionally. I still work in technology but now in a different industry. I believe that a person doesn’t necessarily have to be just one thing.
The transition from hobby to business was hardly noticeable. I had been making shoes for other people for some time already when I decided to make it a business. Of course some considerations and some decision making are different when you compare a hobby and a business, but it was important to me when making the transition that I always kept the enjoyment in it. That’s where I derive the biggest value.”
Dazzle: Do you ever find the two businesses clashing with your time?
Kayle: “No. There are no clashes. I believe I manage my time reasonably well and that’s mostly because of the nature of what I do, how I organize my activities and because of the support I have.”
Dazzle: What’s your daily inspiration?
Kayle: “That there are people who need me, support me and have invested in me. I think what inspires me is the desire to be able give back to the people closest to me and those who have supported me. I also want to be able to reflect and feel that I’m giving myself my best effort at living a purposeful and happy life.”
Dazzle: Where do you see yourself in the near future?
Kayle: “One of my favourite things about Fete-ish is the ability for customers to customize their footwear, so I want to be able to continue to do that and to offer more types and styles of footwear. High heels are coming in the very near future.
I like my current model which is primarily made-to- order, online and not on physical shelves in a store. I feel like that is where the world is headed, even more so now because of the risks and lessons from COVID-19. Things may change, but in that respect, right now I like things how they are for me and FETE- ish.”
Dazzle: Is there any advice you’d like to give young entrepreneurs?
Kayle: “If there’s something that you have a desire to do, and you’re feeling that pull and calling, then try. Give yourself that.”
Dazzle Magazine wishes Kayle tremendous success in her future endeavours. Visit her store online (@feteish) for all your footwear needs!
