In this episode of Built Leadership, host James Onyks interviews Tricia Salcido, former owner and longtime leader of Softstar Shoes. They discuss how what began in 2005 as a modest wholesale-focused baby shoe business transformed into a thriving e-commerce brand through experimentation, customer feedback, and strategic pivots.

Tricia shares the early uncertainty surrounding the company’s direction and how launching an online store quickly shifted the focus from wholesale to direct-to-consumer sales, improving margins and allowing the brand to grow sustainably. A major turning point occurred when customers began using Softstar’s simple slippers in unexpected ways, including running and adopting barefoot-style movement, revealing a market opportunity that reshaped the company’s produ ...