Kindred Label

How This Entrepreneur Built A Luxury Shoe Brand from Scratch

March 13th, 2025

Founded By

Cassidy Caulk

Founders

Profitable

Yes

Year Started

2022

Customer

B2C

Founded By
Cassidy Caulk: Founders
1

Profitable
Yes: Year Started
2022

Customer
B2C

Who is Cassidy Caulk?

Cassidy Caulk, the founder of Kindred Label, is a self-taught cobbler from Charleston, South Carolina, who developed an innovative patented shoe design out of personal necessity, leveraging her business education from the College of Charleston and entrepreneurial spirit.

What problem does Kindred Label solve?

Kindred Label solves the struggle of finding stylish and convenient footwear for women by offering foldable sandals that easily fit in a bag when heels become unbearable.

How did Cassidy come up with the idea for Kindred Label?

Cassidy Caulk, the founder of Kindred Label, began her entrepreneurial journey by tackling a personal need she encountered during her college years. She frequently found herself frustrated after long days in heels, wishing for a more convenient footwear option that didn't compromise on style. This personal challenge sparked the idea of creating a foldable sandal that combined luxury with practicality.

Cassidy's initial step was hands-on experimentation, which involved crafting a prototype using everyday materials like a bread knife and craft supplies from a local store. This step taught her the intricacies of shoemaking and led her to further research through online resources. Realizing the potential of her idea, she meticulously developed the prototype over several years, overcoming the steep learning curve involved in mastering shoemaking techniques.

Throughout the process, Cassidy faced challenges, particularly in communicating her innovative concept to potential manufacturing partners. To refine her product, she collaborated with an engineering firm for eight months, ensuring the footwear technology was both functional and fashionable. From her experiences, she learned the importance of patience, the value of detailed prototyping, and the necessity of perseverance in the face of complex development hurdles.

How did Cassidy Caulk build the initial version of Kindred Label?

Cassidy Caulk spent four years meticulously developing Kindred Label's foldable luxury sandals. She started the process with a DIY approach, using a bread knife and metal rods from a craft store to create an initial prototype, which was rudimentary yet pivotal to visualizing the product concept. Cassidy taught herself shoemaking through exhaustive research on YouTube and shoemaking forums, which was crucial given her lack of formal design education. The journey from concept to the first working prototype was filled with challenges, including the intricate task of engineering a folding mechanism using magnets and hinges. Eventually, through collaboration with an engineering firm for over eight months, and a dedicated family-run factory in Portugal for production, she managed to develop a functional and patentable design. Securing manufacturing partnerships posed difficulties but ultimately resulted in a product that marries innovative engineering with traditional craftsmanship.

What was the growth strategy for Kindred Label and how did they scale?

Local Launch Events and Influencer Collaborations

Kindred Label kicked off its journey with a strategic launch event inviting local influencers and media from Charleston. This event served as a platform to showcase their innovative products and attract media attention. Influencers and media coverage can significantly boost brand visibility, especially for new companies, as they tap into established audiences to spread the word.

Why it worked: The launch event not only introduced Kindred Label to the local market but also established credibility through media mentions and influencer endorsements. These collaborations help in creating a buzz and reaching a broader audience that might otherwise be challenging for a new brand.

Direct-to-Consumer Sales Model

After initially attempting wholesale, Kindred Label pivoted to a direct-to-consumer (DTC) model early in its establishment. This shift allowed them to have a closer relationship with their customers, gather feedback, and adapt quickly to market demands. The DTC model is advantageous for building a brand identity, controlling customer experience, and maintaining higher profit margins.

Why it worked: By moving to a DTC model, Kindred Label could focus on crafting a unique brand experience and foster a loyal customer base. This model also provides valuable direct feedback from consumers, which is crucial for refining the product and marketing strategies.

Kindred Label has strategically used Instagram to engage directly with its target audience through consistent branding and storytelling. They share aesthetically pleasing images and content that resonates with their audience, leveraging the platform's visual nature. Engaging content helps in building an online community, essential for growing a niche brand like luxury footwear.

Why it worked: Instagram allows for visual storytelling, which is perfect for a luxury brand. The platform's reach and engagement capabilities enable Kindred Label to showcase the craftsmanship and uniqueness of their products, as well as build a connection with consumers interested in fashion and design.

Community Engagement through Pop-Ups and Networking

Kindred Label actively engages with local markets through pop-up events and community networking. These events allow them to interact directly with customers, gather immediate feedback, and increase brand presence locally. Networking within community events also aids in enhancing brand visibility among potential customers and collaborators.

Why it worked: Pop-ups provide an opportunity for customers to physically experience products, which can often be more persuasive than online interactions alone. Networking ensures the brand remains relevant in local fashion circles and opens opportunities for partnerships that can further the brand's reach and acceptance.

What's the pricing strategy for Kindred Label?

Kindred Label sells luxury foldable sandals and leather goods priced around $250, emphasizing elegant design and craftsmanship without offering tiered pricing or free offerings.

What were the biggest lessons learned from building Kindred Label?

Hands-On Learning is Key: Cassidy learned to make shoes by watching YouTube videos and engaging hands-on, which helped her bridge the gap between engineering and manufacturing. This approach ensured she could translate her vision into a practical product.
Perseverance Amidst Challenges: Despite the long development process and challenges brought on by COVID, Cassidy remained determined, using each small victory as motivation to continue. Such perseverance is crucial in the entrepreneurial journey.
Importance of Strategic Pivoting: When initial manufacturing attempts failed, Cassidy pivoted to working with an engineering company to refine the product. This strategic shift highlighted the importance of flexibility and willingness to adapt based on new insights.
Collaborative Partnerships Matter: Building strong collaborative relationships with manufacturers and engineering firms was vital. Being involved in every step ensured alignment and innovation alongside partners who understood and supported the vision.
Listening to Feedback: Engaging with customers at pop-up events provided valuable real-time feedback. This direct connection helped refine products and adjust marketing strategies to better meet customer needs.

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