I once read somewhere that looking at a pair of shoes can boost serotonin levels…
True or not let’s just say that when I sat down in the new Bared Footwear store last week, I was buzzing.
Meet Anna Baird, the visionary founder and CEO of Melbourne-based Bared Footwear. The brand, known for redefining comfort and style in footwear, has opened the doors to its first Auckland store this week, following its recent expansion into the global market with a new location in New York.
Anna’s journey from practising podiatrist to successful entrepreneur is truly inspiring. Recognising a gap in the market for stylish yet comfortable shoes, she launched Bared Footwear in 2008. Now, nearly two decades later, she leads a thriving business celebrated for its innovative designs and commitment to sustainability.
We had the pleasure of visiting the gorgeous new store in Newmarket to talk all things footwear and along the way discover which Bared style is celebrity approved.
Before Bared was born you were a practising podiatrist, how has your background in podiatry shaped the development and ethos of Bared Footwear as a brand?
“Sixteen years ago, when I started Bared Footwear, my goal was to fill a gap in the market for comfortable shoes that I could recommend to my patients. There wasn’t anything out there that was both stylish and good for your feet.”
“Our initial designs weren’t the best; they were a bit ugly. We manufactured our shoes in Australia for the first four years, and I learned a lot during those early days. I was in the store every day, gathering feedback and figuring out what our customers really wanted.”
“Now, we’ve evolved into a fashion brand known for stylish, comfortable shoes. Our aim is not just to be a comfort brand with shoes that look okay, but to make fashionable shoes that feel great. We’re making higher heels than I ever imagined, and we’ve even introduced shoes without removable footbeds. We’re evolving while staying true to our original mission: to create great-looking shoes that are also great for your feet.”
As the CEO and a hands-on leader at Bared Footwear, how do you approach and manage failures and mistakes within the business?
“I actually love mistakes! I believe in the “fail fast” mentality, which I think is crucial. In the early days, I learned that staying positive and being grateful for mistakes—especially those you can learn from—is important.
Failing is just a part of business. For us, if something doesn’t work or a mistake happens, it’s no big deal. We move on and get things done!”
What motivated you to open a Bared Footwear store in Auckland, and how has the experience been so far?
“We have a significant online customer base in New Zealand, especially in Auckland, so opening a brick-and-mortar store felt like a no brainer for us. I love the idea of destination flagship stores where fantastic staff can provide excellent customer service. Our online team and experience is amazing but It’s great to have a space where we can host fun events and offer the community a chance to touch, feel, and try on the shoes before making a purchase. We’re so excited to offer that for our kiwi customers with the Newmarket store.”
Bared Footwear has thrived for nearly two decades. What is one key piece of advice you would give to someone looking to start their own business in the fashion industry?
“Hire great people, I think It always comes down to that.”
“In the early days, it was crucial for my team to view their roles as investments in their own futures. Many of my team members have been with me since the beginning, even 16 years later. They treat the business as if it were their own and are deeply invested in its success.”
“Another key lesson I learned early on is the importance of generosity. Be generous with your product, your team, and your customers. It might sometimes feel like the hardest thing to do, but trust me, if you’re generous from the start, everything else will follow.”
Your commitment to sustainability is notable, particularly with the development of PLIANT outsoles made in collaboration with eco-conscious partners. Why was this an important initiative for you and Bared Footwear?”
“Initially, sustainability wasn’t a focus because it simply hadn’t crossed my mind. I was concentrating on creating shoes that were comfortable and good for people’s feet, without considering the materials and their environmental impact. About 5 or 6 years ago, we started exploring sustainable alternatives and were shocked to discover that 22 billion pairs of shoes are discarded each year. We realised that the biggest impact we could make as a footwear company was to create products with materials that are better for the environment. We’re investing and consistently swapping out shoe components for 100% bio-based, plastic-free materials. While we’re not there yet, we’re working with fantastic organisations like Natural Fiber Welding to make progress.”
“Our team is passionate about sustainability, and we aim to one day produce a 100% plastic-free shoe that won’t sit in a landfill for hundreds of years.”
“And finally If you could choose any celebrity to wear a pair of Bared shoes, who would it be and which style would you gift them?”
“I’m so bad at remembering celebrity names, oh no! Funny you ask that though because the other week a team member sent me an article from People Magazine about a celebrity who was spotted wearing a pair of Bared shoes. Hold on let me find it…”
“…Ah here it is! Do you know her?”
Indeed I did.
13 year old “The Vampire Diaries” obsessed me was screaming when I saw that American actress Nina Dobrev was sporting a pair of the Bared Footwear Surfbird Black Leather Ballet Flats.
“Nina Dobrev Did Not Let Her Knee Injury Hinder Her from Rocking the Hottest Shoe of the Summer” Said People Magazine.
“So I guess to answer that question her, and she picked a good style to pair with those crutches!”
Check out Bared Footwear online HERE and at their new Auckland location at 254 Broadway, Newmarket.