Sole Discretion
Cofounders (from left): Alyxaundria Sanford, Sheree Coleman, Sherrae Hayes
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471 Halsey Street #3, Brooklyn, NY 11233 • (888) 591-2210 • customerservice@sole-discretion.com
Sole Discretion is a Brooklyn-based shoe company that focuses on innovative designs that maximize style and, crucially, comfort for women who want to look good while eschewing foot pain.
HOW MENTORING WILL HELP: “It will provide us with a wealth of like-minded and experienced resources,” Sanford says. “Though we are an official business, we’re still green and have a lot to learn. Even the smallest bit of information from experts will be beneficial.”
HOW $10,000 WILL HELP: “We have an extensive expansion strategy for which we need funding. We hope not only to get placement into more stores and boutiques that cater to our market, but to acquire vending machines to be placed in clubs and other highly frequented areas. Logistically, we still need to trademark our name and logo; this grant money could bring us very close to our objectives.”
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IT’S AN AGE-OLD dilemma for women and their footwear: How can you balance style with comfort? The three cofounders of Sole Discretion — Alyxaundria Sanford, Sheree Coleman and Sherrae Hayes, all 25 — think they have an answer: Their first compact flat shoe line, Slim Goodies, folds down so small it can fit into any bag, and with the accompanying wristlet, can easily be carried anywhere.
“We created them simply out of necessity,” Sanford says. “Living a hectic lifestyle in NYC was challenging enough, and having to carry sneakers and flip-flops everywhere was definitely not helping. So we thought of the idea of having convenient, carry-everywhere shoes. Whether temporary or long-term, we knew we needed them.”
The three (all Ohio natives now headquartered in Bedford-Stuyvesant, Brooklyn) founded Sole Discretion in September 2010 and are now working on building the brand and expanding the product line. Their target demographic, after all, is any woman who wants to get more comfort from her shoes without sacrificing a good look — a sizable target market, to say the least. “We’re not just selling great products, but necessary ones,” Sanford says. “We don’t believe in just style or comfort or convenience — we’ve found a way to incorporate them all.” •
