How can we distinguish ourselves from the competition in an overcrowded market like Brazil? This was the question Camila Alves was asking herself back in 2014.

The young Brazilian entrepreneur realized that many footwear companies were following the same trends and as a consequence they produced shoes with similar design, quality and price.

Moreover, she understood that not having a clear competitive advantage could lead to bad results, especially for small and medium enterprises; big players can always rely on heavy production and distribution processes to reduce costs and increase margins.
 
Inspired by her passion for footwear and heels, she decided to reinvent the traditional heels design and created Milaalovers, a brand for women who are looking for differentiated shoes. All shoes have an unusual look, especially due to their bold design, which is inspired in modern architecture from Brazil. The heels design was patented and in 3 years she had already created more 170 different shoe models, all with amazing and different heels design.

Camila decided not to create a physical store and focus on ecommerce. So far it seems to be working out well. The company has been reporting positive results and continuous growth in Brazil but also in foreign markets. More than 30% of sales were to South Africa.

Milaalovers is an example of how a small footwear business can bet on a distinctive feature and stand out in the market, increasing their results.