The MAD vision, the suppliers & the UVP

When vision meets exquisite craftsmanship, the end result is a handmade product that tells a unique story. The story of MAD Shoes is rooted in the talent of the people we work with; the artists and collaborators who understand that MAD is more than a shoe brand. Maybe it’s an exaggeration, but I see it as a movement celebrating a woman’s individuality, creativity, and boldness.?

For my vision to stand a chance at fighting the big sharks in a competitive market, I knew I had to nail down the brand’s unique value proposition (UVP). As the founder of a marketing agency for over 14 years, I’ve created UVPs for multiple clients across different industries (mostly tech), but never for shoes.

“Collaborations are not just about technical execution, but also about exchanging ideas and taking risks. From the beginning, I looked for artists who inspired me through their work; artists who saw MAD as a canvas for self-expression, not as a simple pair of stiletto shoes. “

Each collaboration we’ve had so far has brought a new layer of depth to our collections, and we hope that future collaborators will continue to challenge our vision.???

There’s great value in collaborating with artists?

The idea to collaborate with artisans came to me when I noticed that most shoe brands import the accessories used on their shoes. They all look the same - whether it's bows, buckles, or other accents, there's little originality. With a few exceptions, not many Romanian brands value true craftsmanship.?

That got me thinking: we have so many talented artists here who create beautiful, one-of-a-kind pieces like earrings, brooches, and pendants. How has no one thought to ask them to craft accessories for shoes? This realization sparked the inspiration to partner with local artisans and bring their creativity into the world of footwear.

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Balancing creativity and production costs

Working with artisans has its pros and cons. On the plus side, the creative freedom and uniqueness they bring make each pair of MAD Shoes a true work of art. But, there are some challenges. Handmade pieces take longer to produce and cost more, which can make scaling production tricky while keeping that signature craftsmanship. Still, the pros far outweigh the cons. The added value, exclusivity, and commitment to slow fashion and local talent are what make MAD Shoes special.

One of the biggest pros? Standing out in a crowded market. While other brands focus on mass production, we’re all about capsule collections, with accessories that are custom-made and impossible to replicate. It’s this focus on quality, creativity, and authenticity that sets us apart. And honestly, one of the best bonuses is being surrounded by art and beauty throughout the process. In today’s fast-paced world, that’s something to treasure.

Balancing your UVP with the needs of your customers?

For MAD Shoes, the journey to finding our UVP wasn’t immediate. It was a process of exploration, trial, and finally, a deep understanding of what truly makes us different. In the early days, I focused solely on design - luxurious materials, elegant shapes, and all the elements you’d expect in high-end heels. But as I connected more with artisans and dug deeper into my passion for art, I realized there was an opportunity to do something unique. Why not combine fashion with art in a way that goes beyond superficial aesthetics?

That’s when I reached out to artists who work with porcelain and glass. They’re not materials typically associated with shoes, but the idea of incorporating them felt exciting and entirely aligned with the brand I wanted to build. The collaboration with these artisans became a core part of our identity.

However, my honest advice is to never focus exclusively on the UVP while neglecting your customers. Be ready to adjust and make changes as you go, based on what your customers tell you. You need to stay true to your values while also catering to the needs of those at the very center of your brand.

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Final thoughts?

The MAD Shoes are not for everyone, and that’s okay. I’ve made my peace with the fact that for the Romanian market, we are expensive. Right now, we’re working on expanding our reach to the European market, where I believe there’s a stronger appreciation for high-quality, handmade products. Recently, we joined the Wolf & Badger platform , a huge achievement for a shoe brand launched in 2023. I would say that we’re doing pretty well.?

We plan to continue our research to partner with talented artists, both locally and internationally, for the MAD accessories. If there’s one thing I’m sure of, it’s that the MAD brand will never compromise quality for the sake of cutting costs or following trends. Our commitment to craftsmanship and originality will always come first.?