This Multi-Generational Marikina Brand Is Now a Go-To for People With Foot Irregularities
"Wala na tayong hindi kaya," as their lead says.
(SPOT.ph) In the heart of Marikina, craftsmanship meets innovation with a goal to make shoes that fit. Just take a look at Shoe Room, which went viral on Facebook in August for sharing a heartwarming story about creating sneakers for a client who suffers from gout and hasn’t been able to wear closed shoes in more than 10 years.
Shoe Room founder Abby Medina came from three generations of Marikina shoemakers. When she realized as a fresh graduate how little it pays to work in traditional employment (she couldn’t even afford basic toiletries then), she gave in and embraced the family legacy while also forging her own path. This is how Shoe Room was born in 2011.
“Dito ako nabuhay at dito ako mamamatay sa industry na ito,” Medina told SPOT.ph, fulfilling a promise she made to her late father: “Ibabangon ko ‘yung shoe factory namin.”
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Expanding the vision
Prior to offering custom shoes for people with foot irregularities, Shoe Room was already known for its make-your-own ballet flats option where clients can pick out color combinations for a pair. They take pride in building custom yet comfortable shoes.
Soon, family and friends began approaching Shoe Room for a custom pair—for feet that happen to be only a little too wide, but enough for regular shoes to hurt like hell when worn for an extended period of time. In 2018, Shoe Room built custom shoes for the tallest man in the Philippines, with the shoes measuring 18 inches in length. This got her thinking: “Wala na tayong hindi kaya.”
And so Medina took to Facebook announcing that Shoe Room is officially accepting orders for customized shoes for people with foot irregularities. As of writing, the post has received over 21,000 reacts and 9,300 shares.
“In doing business, for you to be sustainable, you have to address a need. Bihira mag-offer ng shoes for people with deformed or sensitive feet…so ang goal ko is to provide comfortable, locally handcrafted footwear for every Filipino,” Media said.
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How to order customized shoes from Shoe Room
It’s relatively straightforward to get a custom pair. Sneakers, office shoes, loafers—Shoe Room will put in the best effort to make it work, but proceed knowing that they excel best in ballet flats. The most important thing is that you can make a physical visit to Shoe Room in Marikina City.
The first step is to secure an appointment via Shoe Room’s Facebook page or at 0917-554-8123. Ever since they went viral, Medina said Shoe Room has been bombarded with inquiries on a daily basis. Showing up at the Marikina site without an appointment will only slow the process for everyone.
“Iniiwasan naming magkakasabay na dadating kasi it takes time na magsukat ng paa. Para mas matutukan namin ‘yung details, para di kami nagmamadali,” Medina said.
Medina recommends clients prepare a peg for their desired shoe when they visit. This way, your preferences are clear: “Mas maganda if may dala kang peg ng shoes mo kasi hindi kami nagdi-dictate ng design.” The Shoe Room team will then proceed with the foot measurements, taking note of foot impressions and pressure points.
Getting a custom pair starts at P10,000, but the price can go as high as P30,000 to P35,000 depending of the complexity on the case. Getting a second pair will cost much less since it will utilize the same shoe mold (called a shoe last) as the first. There will also be a P1,000 non-refundable deposit to ensure that the Shoe Room’s team time and effort are not wasted in case of cancellations. The custom pair will only be released once fully paid.
It’s important to keep in mind that the whole process is trial and error, with the initial pair serving as a sort of trial to allow for more adjustments and fine-tuning to achieve the perfect fit at no extra cost. All things considered, lead time will take six to eight weeks, including the first, second, and final fitting as necessary.
For now, Shoe Room is not accepting clients who won’t be able to physically drop by the store. Foot measurement isn’t as simple as tracing your foot after all.
“Trial and error rin siya. Kahit i-measure natin ‘yan may adjustments pa rin lalo na if sensitive ‘yung case ng paa mo,” Medina said. “Mga nagvi-visit nga dito may room for error, what more kung sariling measurements ibibigay?”
Custom-made products are expensive. There is no sugarcoating that. This is why Medina’s goal moving forward is to be able to provide custom footwear at a lower cost. In the meantime, Shoe Room is promising value for money to clients who are interested in custom pairs of their own.
“Finally, ito yung shoes na wala ka na mararamdaman na masakit. Talagang comfortable ka.”
Shoe Room is at #98 Dragon Street, Midtown Subdivision San Roque, Marikina City.