Read our inspiring interview with Susannah Davda, Director of The Shoe Consultant.
Susannah can safely call herself a shoe expert, as she has been working in the shoe industry for over two decades and has a degree in Footwear Design. Through her talks and writing, she empowers women to make positive choices about the shoes we buy.
I Have Career Envy, Tell Us About A Typical Day At Work
In addition to writing features about shoes and speaking at events, I also support start-up and established shoe brands with their growth plans.
My days are pretty varied. After I’ve responded to emails first thing, I could be writing and rehearsing a talk, carrying out research for a shoe brand, having a call with a start-up client, or writing a feature (I call them shoe stories) for a publication. Looking at shoes in the shops or online is also technically ‘work’.
I usually work from home when I’m not attending events or meeting clients in person. I try to leave the house at least once a day, to get some exercise and fresh air. Some days that’s not possible, so a quick burst of Zumba helps to keep me moving.
What Made You Decide To Start Your Own Business?
I love shoes, so working for shoe brands in the corporate world was fun. I just felt that something was missing. Through volunteering for the women’s charity Smart Works, I realised that I wanted to help people in my day-to-day work, not just as a volunteer.
I’ve always felt like an entrepreneur at heart, but it took me a while to decide what my business would be and how I could use it to help people. I also needed to wait until I had the finances in place to step out on my own.
What 2 Things Do You Do To Build Your Confidence?
The more I do something I lack confidence in, the more comfortable I am to do it again.
I tend to book or plan things I’m nervous about, and deal with my anxiety about them later. I don’t think I’ve ever said no to an opportunity I wanted to take up out of fear. That does mean I spend a fair bit of time in the terrified zone, but also means I develop and grow as a person and business owner.
My other tip for building your confidence is to ask for feedback from people you’ve enjoyed working with. There’s nothing like a glowing testimonial to help you believe in your own capabilities.
How Do You Balance Work And Life And Make Time For Yourself?
In all honesty, I’m still working on this. I try to be as structured as possible with my work time, to ensure it’s productive. I only work during the evenings and weekends when I’m booked to speak at or attend an event, or when I’m desperate to complete a project.
When I’m not working, I’m either hanging out with my young son or chilling out with my husband. Time just for myself when I’m not working is something I need to start scheduling in.
What’s Your Definition Of Success And How Has This Changed Over The Years?
When I’m happy with what I’m doing, that’s when I consider my career a success. I used to be highly money-motivated, but when I left the corporate shoe brand I was working for in 2015, I realised there are many things more rewarding than a fat pay-check.
I’m earning enough to be comfortable, so I can put my energy into clients I want to help and projects I’m excited about working on. Helping women to make better decisions about the shoes they buy, or achieve their shoe business goals is a great feeling. I enjoy being my own boss, and having control over the tasks I fill my days with.
How Do You Feel About Getting Older?
I launched my consultancy company when I was 32, and I find that the older I get, the less I have to actively work to communicate how experienced I am. It helps that I now have the confidence of someone who has been a business owner for four and a half years, but I don’t think the wrinkles are doing me any harm either.
I feel pretty good about getting older. Increased confidence is ample compensation for the changes in my appearance.
What Would Be Your Top Tip For Us When We’re Buying Shoes?
You don’t have to pay luxury prices to wear really good shoes; you just need to know what to look for. It’s fairly safe to assume that very cheap shoes aren’t well made, and they won’t be particularly comfortable. But it doesn’t necessarily follow that the more you pay, the better the shoes will be. You can find well-made shoes on the high street, and poorly made designer shoes.
