Was working in the footwear industry a natural choice?

Yes, it was something instilled in me from an early age. My parents own a footwear company, so I grew up surrounded by it. Although I’m interested in other areas, such as graphic design – I took my bachelor’s degree in this subject – I’ve always known that I would end up joining the family business. It was a natural progression.

I have an academic background in Graphic Design, an area in which I have been interested since a young age. Over time, I felt the need to complement my creative foundation with more technical and specific knowledge, which is why I took a course in footwear modelling. I also studied languages, which I consider essential for effective communication in the international context of the footwear sector.

How would you define your brand or project, and what makes it stand out in the market?

Currently, our focus is on the international market. Although we have our own brands, I believe that, to grow them consistently, we need a dedicated structure with teams focused on areas such as development, marketing and communication. This is not currently our goal or representative of our operational model.

We believe that the greatest potential lies in collaborating with international brands that already have strong, well-established projects on the market, where our company can make a difference. We add value through our ability to offer high-quality production solutions, flexibility, and close customer follow-up, ensuring that we can meet the creative, technical, and precision demands of each project.

What have been the biggest challenges so far?

The commercial side has been the biggest challenge. It’s an area in which I received no academic training or preparation, so a few years ago I had to teach myself.

My parents had always worked with agents, and suddenly I was put in charge of this area with no preparation. The pressure was high. At the time, the digital tools that make the process much easier today didn’t exist. Learning how to approach customers, make initial contacts and present projects effectively was challenging. It involved a lot of effort, trial, and error.

Fortunately, nowadays, with access to specialised platforms and tools such as LinkedIn or segmented databases, it’s possible to obtain more detailed information about companies and contacts much more quickly – for example, you can find out who is responsible for the footwear development department, which makes this part of the job much more accessible and strategic.

What advice would you give to someone who is just starting out in this industry?

My main advice would be to surround themselves with people who have more experience in the industry. Much of the knowledge I acquired over time came not just from books or training, but also from conversations with professionals who had many years of experience working in the sector. These conversations were vital in helping me to see issues from different perspectives and, above all, evolve. The footwear industry is demanding, but it’s also very rich in terms of shared knowledge, so it’s important to pay attention and learn from those who have come before us.

For more information about Joseli, visit the company's website. 

Source and Image Credits: portugueseshoes.pt