Meet Victoria: The Mum, Founder & Shoe-Obsessed Dreamer Behind Little SOHLS
Ever wondered who's behind those adorable little shoes you see on wobbly first steps and playground adventures? Meet Victoria, mum of two, ex-agency girlie, snack thief (self-confessed!), and the creative force behind Little SOHLS.
What started as a late-night idea born from one mum’s frustration quickly turned into a brand on a mission to support healthy foot development, without compromising on style (or your sanity). From her love of oat lattes to her obsession with reality TV, Victoria keeps it real, both in business and in life.
"I spent countless hours researching, working with industry experts, and finding the perfect manufacturing partner who shared my obsession with quality and detail."
Q: What inspired you to start Little SOHLS?
A: It all started when I became a new mum and struggled to find shoes that actually supported my little one’s foot development. When my eldest was born 4.5 years ago, I felt completely overwhelmed choosing that first pair of shoes – so many options, but no real education on what first walkers actually needed. Everything I came across was either too rigid, overpriced, or just didn’t fit properly. So, like many parents, I went with the big brands I knew. The result? More falls, tantrums, constant battles to put shoes on, and a lot of frustration.
When my second was born, I knew things had to change. At the time, I was working as a Creative Director in a fast-paced ad agency, secretly dreaming of a more meaningful path. I didn’t want to repeat the same mistakes, and I realised there was a huge gap in the market: everything available was either overpriced, poor quality, or drop-shipped and confusing for parents. That’s when I knew I had to create something better – shoes that truly supported healthy foot development, were high-quality, and actually made life easier (and cuter!) for both kids and parents.
Q: Were you always interested in Children's Footwear?
A: Definitely not! I actually spent 15 years working in creative agencies, climbing the ladder and chasing that “dream job” title. But once I became a mum, everything changed. Watching my little one take those first wobbly steps made me realise just how important healthy foot development really is – and how few options there were to support it properly.
I’ve always had a design and marketing background, and I knew I wanted to start my own brand one day – but it had to have real purpose. That purpose arrived in the form of my two children, who quickly became my biggest inspiration and my muse's behind Little SOHLS.
Q: How long did it take from idea to first product? A: If going well back – about 3 years! From the moment of initial sketch – almost a year! I spent countless months researching, working with industry experts, and finding the perfect manufacturing partner who shared my obsession with quality and detail. It was a labour of love, but seeing those first shoes on my sons tiny feet and watching him learn to walk with ease, was worth it.
Q: What sets Little SOHLS apart from other shoe brands? A: Our focus on healthy foot development above all else. We design shoes to move with growing feet, not restrict them. Plus, we’re all about accessibility, making high-quality, podiatrist-recommended shoes at a more affordable price point. We also are very conscious of not just adding "another" shoe brand to the market. That's why everything we design and create is done with purpose, working with our manufacturer to produce small-batch, high-quality runs, so we don't end up with excessive stock sitting around.
Q: What has been the biggest challenge so far? A: Starting a new product in an oversaturated market is terrifying. There are so many big players with big budgets. But staying true to our mission – helping parents make the best choice for their little ones, has kept me going through all the late nights and self-doubt. Also seeing ALL the 5-star reviews come in, truly helps knowing we are on the right path!
Q: You've said before community is important for Little SOHLS. Can you tell us more? A: Absolutely. Our community is at the heart of everything we do. From listening to DMs and emails about sizing, new colours and product updates, to running giveaways and our Giveback Program, we want parents to feel like they’re part of our journey.
Q: What's your favourite part of running Little SOHLS? A: Hands down – seeing photos of kids in our shoes, exploring the world with big smiles. It reminds me exactly why I started. Plus, connecting with other mums and parents who share similar struggles and joys is pretty special.
Q: Any advice for mums (or anyone) looking to start their own business? A: Start before you’re ready. You’ll never have all the answers, and it’ll never feel like the “perfect” time. Trust your gut, surround yourself with supportive people, and don’t be afraid to ask for help – especially from other women who’ve been there!
Q: What's next for Little SOHLS? A: We’re always working on new designs and have something we've been prototyping and testing for over 12 months now due to land for Spring/Summer! But more than that, I want to keep building a brand that grows with families, supporting them through every wobbly step, big leap, and muddy adventure.
Now for some more fun, get to know you questions!
Q: Coffee order? A: Oat Latte, always. Bonus points if it comes strong, IYKYK 😂
Q: Go-to reality TV Binge? A: How did you know I was a serial reality tv addict! 🙈 If I am to only choose one then it has to be Real Housewives – any city, any season. It’s my ultimate guilty pleasure.
Q: Most played song in the car right now?
A: Probably a tie between something from the Wiggles, Frozen or Moana soundtrack haha. You realise I'm a parent yeah? 😂
Q: Dream holiday location?
A: Easy – Hand's down Italy! Sunshine, pasta, wine… and hopefully my children's Nanna tagging along!
