Shopify Masters How This Footwear Founder Turned 5 Years of R&D Into 300% Growth
Dec 25, 2025
Sandra Powers Murphy, Founder and CEO of luxury footwear brand Scarlet Chase, shares her journey from finance to fashion. After five years of R&D, she revolutionized supportive heels with a focus on performance and beauty. Sandra highlights the importance of customer education on sustainable comfort, the SC360 design system, and partnering with European artisans. With 300% growth and high repurchase rates, she discusses balancing perfection in product launches and using movement-focused marketing to showcase her innovative designs.
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Barefoot Run That Sparked The Brand
- Sandra described a rainy day in New York when she ran barefoot to catch a train and realized the urgency of solving women's shoe pain.
- Her assistant's question and a spontaneously sent logo pushed her from idea to action.
Pitch, Not Height, Drives Heel Pain
- The pain of heels comes from standing on the ball of the foot, not from heel height alone.
- Sandra engineered a 'surround' system (SC360) combining outsole, insole, and upper to change pitch and support the foot.
Make Customers See Movement
- Show customers the product in motion to communicate its performance-first value proposition.
- Use events and targeted marketing where potential buyers can try shoes and experience the 'aha' moment.