Building The Brand with Shantel Jackson

Shantel Jackson is working in her heels with ease when it comes to business. And Shoe Gummi, her ground-breaking innovation, is entirely to blame. She is a lady who recognized a chance to take a straightforward concept and develop it into a business that is adored and cherished all around the world. Although her road wasn’t simple, she succeeded because of her guts and willpower. After chatting with Shantel, I realized that starting a business is not for the weak of heart and that you have to put your money where your mouth is as nothing is guaranteed. 

Cox: Shantel Jackson, your company and product, Shoe Gummi, are gaining popularity and generating headlines. Bring me back to the beginning for you. 
Jackson: In all honesty, I had to start it because I had to. I’m completely smitten with high heels and adore them. I love wearing high heels, therefore I do it every single day. I almost always wear heels when I do anything. I’m the one you see at the grocery store wearing high heels. 

You are aware of the agony associated with wearing high heels. Throughout the years, I tried everything I could think of, including foot creams and implants. For me, none of them were good enough. Hence, Shoe Gummi was formed when I just had to come up with my own answer to my situation. 

Cox: It is difficult to create a product of your caliber, especially one intended for commercial use. How did the entire engineering and design process go? 
Jackson: I started by having my shoe repairman fix my heels. I questioned him about how much foam or rubber should be placed on the heel’s bottom to prevent balance issues. We then developed her initial tester. I’m not kidding, Michael, since the usual pain I usually have was gone when I wore it with one of my favorite pairs of heels. 

I realized then that I had something, and I wanted to turn it into a consumer good. This required me to work with a CAD designer to ensure everything was accurate. He would constantly interrogate me, so this is where all the questioning would take place. We examined more than a thousand distinct styles of show bottoms from various companies, sectors, and nations. This was a crucial step in the design process because the bottoms of shoes may vary greatly, from square to pointed. I had to create a universal design as a result. 

Cox: Before you arrived at the ideal design, there was a lot of component testing. 
Jackson: Compared to what you see today, my original design was like a little tadpole. It had failed the stability test in my initial series of lab examinations. So, it was unable to be sold. Fortunately, the owner of the lab testing company provided me some tips on how to improve the product. 

Cox: How did you do it so correctly? 
Jackson: Women who used the product for testing made films of themselves walking in them. Due to the first product’s lower size and straight edge, we saw that there was an ankle rolling that occurred. If I made it a bit bigger and broader, the lab testing facility employee had suggested, such things wouldn’t happen. I then revamped it based on all the prior information we had gathered as well as the fresh ideas. We were able to pass our second lab test and launch because of their advice. 

Cox: This path has a lot of ups and downs. How did you maintain your sanity while undergoing product testing and preparing to launch? 
Jackson: I didn’t tell you but between the CAD drawings, redesigning, product testing, and patent filings, I was already going insane. I managed to pull myself out of my wild state of mind by finding happiness in the little things. 

Cox: What was it that got you through all of this and got you back on track? 
Jackson: It took 2.5 years for the patent application to be accepted. My application was turned down around that period, so I went to my attorney to find out why. I was annoyed since other items on the market didn’t care whether this was elevated in one place or flat in another. Nonetheless, my submission was turned down, and I wasn’t going to let that be the last word. For six months, I corresponded with them via my attorney. And my patent application was accepted after those six months. 

Cox: They appreciate what you’ve produced. They become motivated to start their own businesses as a result. But this was not an immediate success. That required time. Explain me the timetable leading up to our arrival in 2023. 
Jackson: I had my initial concept about the product in 2009. It was mine to wear. I didn’t consider turning it into a consumer good until 2012. 

So, beginning in 2013, I began the complete CAD design procedure, material selection, and patent application processes. I’m now evaluating between forty and fifty different product materials. Up until I questioned myself, “What are shoes made of,” I had to choose materials through trial and error. Given that there is often little to no wear and tear on sneakers, the material served as a fantastic illustration for me. And I required that kind of material to make my goods marketable and prepared.  

From there, Shoe Gummi wasn’t completely developed, released, and marketed as a product until 2019. 

Cox: Shantel, it took more than ten years for you to become well-known. What have you learned from this process that business owners should know? 
Jackson: I am aware that some people think it may be that simple when they watch the comet appear. Sure, it is possible, and some people achieve achievement in a matter of days. Mine wasn’t, but I’m glad I went on it since I discovered a lot about the company and myself. Keep in mind that some of the finest things truly need patience. It took me some time to get used to this company and product, but I’m pleased I persisted. It’s not simply a fantastic product—my it’s little one. 

Cox: Could you tell me how much money you put towards realizing your aspirations between 2012 and 2019? 
Jackson: Sure, I would guess around $150,000 between those years. I spent nearly $40,000 on the patent application procedure alone, simply for the kind of patent I was requesting. 

Cox: That you have a patent on this is fantastic. In business, intellectual property is crucial. Please let me know what kind of patents you have and any future plans you may have. 
Jackson: My current US patent is a utility-based invention. The more costly version shows how the product truly functions. I also submitted a design patent application. This will assist in defending my goods against imitations that attempt to circumvent my utility patent. I’ve applied for patents in China, Australia, Europe, the UK, and Canada, among other places. And I’m delighted to report that I have learned that China and Australia have granted me a design patent. 

Cox: Learning about this experience was fascinating. You are the epitome of what it is to have an entrepreneurial spirit and self-belief. We are strengthened and changed by this trip. A decade has passed. What mental shift has this caused in Shantel? 
Jackson: If I hadn’t started my business and embarked on this journey, I wouldn’t be the person I am today. Because I am more aware of my ability to be fearless and how much of a go-getter I am now than I was ten years ago, my perspective has changed. I’ve gained confidence and the ability to care less about what other people think. Some of my friends supported me, while others questioned my motivations. All that mattered to me was how much I trusted in myself. 

Cox: What does Shantel Jackson’s normal day as a company owner entail? 
Jackson: In all honesty, no two days are the same. I want to tell you what a fantastic month February was for me. We experienced a lot of problems with my fulfillment center. Even the replacement orders were incorrect, and they were giving individuals the erroneous orders. I had to act independently and go to Georgia to do a pop-up at the fulfillment center in order to seek clarification. 

I wasn’t messing around; my reputation and the reputation of my business were on the line. I value my clients and providing excellent customer service. After spending three days straight in Atlanta to fix the issue, everything was sorted out in the end. I wasn’t leaving till that occurred. Since that time, there haven’t been any errors of such size. 

Cox: I appreciate you sharing with me your company adventure. I’d want to know how essential self-care is to you as a company owner before you go. 
Jackson: I always make time for me, particularly when my mind is racing. It’s critical for me to occasionally stand back, find my center, and reassess what I’m doing. Although I am aware of how crucial it is to complete tasks, I choose to perform just those that I can complete precisely or that I will genuinely like. 

Self-care may also be as straightforward as curling up with a show I’ve been meaning to watch in its entirety. I may visit a gallery, treat myself to a trip to the beach, or simply find something very significant to do. I prefer to take a little mental break before returning to work.