In a world that often celebrates the jack-of-all-trades, I’ve found profound joy and fulfilment in staying true to my path—staying in my lane. For 25 years, I’ve been a shoe designer, and more recently, a committed vegan. This journey has not only shaped my professional life but has also guided my personal beliefs and practices. It’s a path marked by my relentless pursuit of authenticity and integrity.
There were days when I questioned everything. Days when the voice of doubt was louder than the voice of reason. As a designer in the fast-paced world of footwear, it’s easy to feel overshadowed by the sheer talent and creativity that surrounds you. But every time I felt like an imposter, I reminded myself of the years I’ve dedicated to mastering my craft. I've learned that true expertise isn’t just about making shoes; it’s about weaving passion, knowledge, and personal values into every design & detail.
My transition to veganism was more than a dietary change; it was a moral awakening. As I delved deeper into the ethics of fashion production, I realised how closely my work as a designer intertwined with my personal values. Choosing to use sustainable, cruelty-free materials wasn’t just a professional decision—it was a reflection of my commitment to living a life that’s kind to all beings. This alignment of my career and ethics has brought a sense of peace and purpose that I wouldn’t trade for anything.
Starting e’serdiv was the culmination of everything I had worked towards. It was my stand against the industry norms that I had once blindly followed. It was terrifying and exhilarating all at once. Finally stepping out with my brand was like telling the world—and myself—that I was ready to claim my space, to share my vision without compromise. Yes, it was a risk, but it was my risk to take, born from years of growth, learning, and continually confronting my imposter syndrome that has quietly plagued me.
Staying in my lane doesn’t mean stagnation; it means growth within a space that deeply resonates with my core. It’s about honing my skills and expanding my understanding of what it means to be a designer in a changing world. It’s about continuing to learn—about new materials, new processes, and new ways to make a positive impact.
So here I am, staying in my lane, not because I’m afraid to venture out, but because this lane is where I belong. It’s where I can make the most difference, where I can be most true to myself and to those who support my work. And as long as I am growing, learning, and refining my craft, I am exactly where I need to be.