In this episode of the Winning with Shopify Podcast, Nick sat down with Miriam Maguire, co-founder of Maguire Shoes, to hear how she left her job, launched with a single pair of shoes, and built a brand that’s now expanding internationally.
From Designer to Entrepreneur
Miriam’s journey started in footwear design, working for the Aldo Group. Travelling to factories and researching global trends, she noticed a clear gap in the market. Most shoes were either mass-produced in Asia and sold for under $150, or made in Europe and priced at $500 or more. There was little choice in between.
Spotting an opportunity, she quit her job in 2016 to focus on her own brand. By 2017, Maguire Shoes was born – offering original designs, produced in Europe in small batches, at a fairer price point.
Starting Small and Scaling Smart
The brand began with just one pair of shoes. Growth was steady and considered. In 2018, a small shop opened with only two products and a handful of samples. To manage demand, Miriam created waitlists and personally emailed customers when new stock arrived.
By 2019, Maguire Shoes was ready to expand its range. A Kickstarter campaign for a winter boot raised $30,000, enabling them to buy more stock and secure bank loans. But just as the business gained momentum, their main factory shut down. Rather than stall, Miriam and her sister diversified quickly, partnering with eight different factories across Europe to spread the risk.
Why Kickstarter Worked
Crowdfunding was a turning point for the brand. Miriam credits its success to:
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The product category – footwear already performed strongly on Kickstarter, attracting large audiences.
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Local buzz – traditional media in Quebec amplified awareness, while word-of-mouth within the community built momentum.
They also invested in storytelling, producing a video filmed in their Canadian partner factory. This gave backers a transparent look at the craftsmanship behind the product.
Building Customer Loyalty
Shoes are personal – comfort and fit are everything. For Maguire Shoes, this is both the biggest challenge and the greatest opportunity.
Pop-up shops and stores have been essential. They allow customers to try the product, which not only boosts sales in person but also builds trust to purchase online later.
Customer service has been treated as a growth tool rather than a cost. A dedicated team member answers queries across channels and feeds back recurring issues to the wider team. This closed loop helps improve both products and the website. At times, it even turns into educational content – like an email showing customers the best way to lace a particular shoe – reducing returns and strengthening loyalty.
The result? Many customers return multiple times a year, with some buying four or more pairs annually.
Expanding to Europe
With production already rooted in Europe, selling into the market feels like a natural next step. Tariffs and currency shifts have made European wholesale particularly attractive, and Miriam is preparing to test demand across different regions – from winter boots in the north to sandals in the south.
By starting with wholesale and gauging interest country by country, the brand can refine its strategy before investing in standalone stores.
A Website Fit for Growth
Alongside geographic expansion, the business is investing in a new Shopify site. The redesign will improve checkout, enhance conversion, and introduce practical features such as real-time store stock visibility.
Fit guidance is also being expanded. The team plans to include “fit notes” from testers with different foot shapes and sizes, giving customers confidence before they purchase.
The Takeaway
Maguire Shoes is a lesson in how independent brands can compete through agility, resilience and strong customer relationships. From a single pair of shoes to a growing international presence, Miriam’s journey shows the power of starting lean, building loyalty, and scaling with purpose.
Check out the full podcast here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital