Jodie is an extremely talented serial entrepreneur, who’s well known for founding her former cult-fashion startup ‘Shoes of Prey’; she also held the position of Creative Director at her startup. The mission of this startup was to enable women to simply design and customise their shoes. Jodie founded the startup alongside Michael Fox and Mike Knapp. A banking and finance lawyer by trade and a dedicated creative, Shoes of Prey was a perfect nexus of the corporate and creative worlds.

Shoes of Prey was considered a global leader and innovator in mass-customisation and on-demand manufacturing. A vertically integrated business that raised over US$27 million in funding, and with millions of shoes designed, Shoes of Prey changed the way the retail industry thought about product and manufacturing. This popular Aussie startup was founded in 2009 with the vision that personalisation and customisation were the future of retail. Unfortunately, after 10 years of being in business, Shoes of Prey went into liquidation early 2019. The startup failed due to failure in gaining traction in the mass market. Market research permitted the founders to go down the path of mass market. However, it was later proven through consumer’s actions, they do not want to design their own shoes, they want to get inspired and prefer being told what to wear and what to avoid from influencers. Jodie will talk through the lessons learnt throughout her journey at Shoes of Prey. Jodie’s book released in November titled, ‘Reboot: Probably more than you ever wanted to know about starting a global business’.