Every woman should own a pair of comfortable, black leather boots that accentuate her legs, remain stylish year after year and give her the confidence to venture out in the cold. I found my beloved Enzo Angiolini boots a little more than three years ago, at the end of the season. The knee-length boots are fitted without a zipper, and perfectly cradle my ankles. The two-inch kitten heel makes them suitable for long walks. Best of all, they were heavily discounted.
The catch? Well, reporters are supposed to pound the pavement. And I tend to do so with extra enthusiasm. So halfway into the season, without fail, I manage to scratch the leather off the stem of the heel, which, by that time, I have already rubbed down to the metal underneath.
Since I couldn’t bear to part with the boots, I became friends with the local shoemaker, a meticulous Italian man who worked out of a little shop on Victory Boulevard in Staten Island. His shop smelled of leather, oil, shoe polish, and … pride. He was a true craftsman.
Then, last spring, he shuttered the doors. Rent had gone up and it was about time he retired, he said. He isn’t alone. Today, only 7,000 shoe repair shops exist in America. Only a decade ago, there were 12,000. “The trade is dying off; people go to college and do other things,” says Jim McFarland, a third-generation craftsman and member of The Shoe Service Institute of America’s board of directors. “Instead of repairing shoes we buy new ones and there’s a lot of cheap footwear out there,” notes Ilye Romanov, the 25-year-old entrepreneur who gave my boots a new shot at life.
Too busy to find a repair shop after the Victory Boulevard one closed, I had stuffed the boots into my closet and forgotten about them — until I heard about Romanov’s AmericanHeelers.com, which bills itself as the world’s first online shoe repair. The two-year-old company offers heel stem recovery ($29.99) in addition to shortening the length of high heels ($29.99), dyeing shoes ($21.99) and fixing tassels ($11.99). The company has recently branched out into orthopedic work, building up shoes for those with leg-length discrepancies, through a second Web site, www.orthopedicshoelift.com.
The process is quite simple and not all that different from getting movies through Netflix. Customers log onto AmericanHeelers.com and choose the shoe repair service needed. Within two to three business days, a postage-paid, self-addressed bag will arrive in the mail. Customers stuff their shoes into the bag and drop it in a mailbox. A cobbler based in the American Heelers headquarters in Ohio fixes the shoes. Those who chose not to prepay by credit card are billed via Pay Pal. The shoes are then mailed back within five to seven business days (about the same wait time one would expect at a traditional shoe repair shop).
Romanov, whose father has owned a shoe repair shop since the early ‘90s, when the family emigrated from Kiev, says he created the site because he “saw there was an opportunity.”
“Most other businesses have online presences; the shoe repair industry really does not,” he explains.
Romanov had not grown up planning to join the family business. He never learned the trade and instead, attended the Fisher College of Business at Ohio State University. “My father never wanted me slaving over one shop,” he says. “That’s why he sent me to college.”
Upon graduating, Romanov began a career at a boutique equity research fund. As a sideline, he persuaded his father to let him create a company Web site. The site launched in November 2006, and orders came pouring in, mostly through referrals.
Today, American Heelers employs four full-time cobblers. In 2007, an estimated 1,000 customers placed orders. The company is on track to grow its customer base to 3,000 in 2008, with the average customer spending between $50 and $65.
“My goal is to revolutionize the way people get their shoe repairs done,” he says. “Eventually, the goal is to shift the industry from a brick-and-mortar business to the Internet.”
Tamar S. Snyder is a New York-based journalist specializing in business, personal finance, education and careers. She holds a master’s in journalism from Columbia University Graduate School of Journalism and is a frequent contributor to AOL and MSN. Her work has appeared in the Wall Street Journal, Inc. Magazine, Edutopia Magazine, and The Jewish Week.
June 9th, 2009 at 2:03 am
Since you mentioned AmericanHeelers.com as a recommended online mail-in shoe repair, I thought I would ask for your help. I believed the positive reviews from the website and sent a beautiful pair of beaded sandals for repair to the foot beds. After I paid, the shoes were returned ruined. The beads were all broken off from places that did not need repair at all, and the white foot beds had black marker lines throughout; highly visible. There was greenish glue oozing out of the leather on the tops. Very sloppy, unprofessional job. I contacted AmericanHeelers many times, and finally, after opening a dispute with PayPal, the manager Alex contacted me and said I would receive a refund if I returned the shoes. I did so, with delivery confirmation, and they have not returned my money, phone calls, or emails. That was in the beginning of May. Their original customer service number is out of order, but I found a new number. I have left many messages. Has American Heelers gone out of business? Since your article has information regarding this business, I thought you might still have contact information. I paid $45.00 to repair those once beautiful, hard to find sandals, and now they are gone! Please help me!
Sincerely,
Debby Carlson
Fontana, CA
debby4671@yahoo.com
July 24th, 2009 at 7:10 am
I agree with Debbie Carlson, only wish I had seen her comment before sending off three pair of shoes. Two of the pair were completely ruined, the third is now in a local repair shop correcting American Heelers work. American Heelers have not been responsive to calls or emails and have even disregarded paypal requests for refund. I feel totally ripped off, I lost two pair of shoes and $170. I now have to replace them and get my third pair fixed. I am totally disappointed with their shoe repair and especially with their customer service. I would love to get my money back since I now have to buy new shoes.
October 8th, 2009 at 6:22 pm
Add me to the list of unhappy customers of orthopedicshoelift.com aka americanheelers.com
I sent in a sport sandal after reviewing their website and calling them to discuss. They sent a bill 40% higher than advertised. They have not been responsive to emails or calls.
I suggest you avoid them.
Mike
November 24th, 2009 at 10:32 pm
I too was caught unawares by american heelers.
I had a wonderful pair of goretex lined winter boots that were 100% great except for some sort of defect which made their heels – not the whole sole, but just the heels – sort of fall apart from the insides out.
I spoke with the owner on the phone – explained this, packaged them carefully in their original box and included a clear note in large enough type so it could not be missed.
I got back boots unceremoniously stuffed into a USPS mailer – sent to the wrong address, and worst of all with mis-matched soles which then started falling off when I tried to wear them.
Called and was told to send them back – paid for another shipping charge and they came back no better.
Determined to at least get my money’s worth as there are no more cobblers less than 90 minutes drive from here – I called again and made a deal with him to replace the entire sole with an equivalent Vibram Logger’s sole/heel. I packaged them up and shipped them again. Made 100% sure they were alerted NOT to mess up the internal goretex booties which must remain whole or they will not work anymore.
What came back is ruins. The goretex liners are ripped, the soles/heels are definitely counterfeit, wimpy and so poorly attached that they came apart after 2 attempted wearings – the boots are no longer waterproof and above all, they no longer keep my feet warm here in Vermont where warm boots are not optional.
I gave up – and I strongly advise any and everyone to completely avoid these unskilled thieves or you will not only lose your money, but your shoes as well.
November 27th, 2009 at 4:08 pm
I am sure you hear this all of the time, WOW!!! THANK YOU SO MUCH. Just to let you know, the boots I sent you were in service since 2001. I have not had time or found it convenient enough for me to get my favorite boots repaired. Then I found your web site! I got my Danner Acadia boots back looking brand new! I had everyone in the department almost excited as I was to see how well they would turn out. Even my wife, she would not let me open the box until she got home from work. To my surprise my boots are as good as new. I was so worried I would have to toss them. BUT WOW!! VERY NICE!! I will be recommending you guys as much as possible! Great shoe repair work
November 28th, 2009 at 10:21 pm
“My shoes returned a few days ago. I removed them from the packaging and found myself impressed. Immediately, the superior quality and fit of the materials was evident. Further inspection revealed workmanship and techniques found only in the better cobbler shops of days gone by- old school at it’s best. Both materials and workmanship were much better than the original construction (and these were pretty good shoes from the outset). I remained impressed all the way through a good spit-shine. Job well done gang.”
Alan Casson Somerset, KY
“I RECEIVED MY SHOES. I COULDN’T BE MORE PLEASED WITH THE QUALITY OF YOUR WORK AND SERVICE. THANK YOU.”
Art Thivierge Signal Mountain, TN
“Alex, I appreciate the job you did on the Pikolinos. I hope the fix will work for the long term. I didn’t expect the polish you all did on them, so thanks, and I know there was a paint spot too that you all removed and I couldn’t tell where it had been. Thanks. Now you have my boot business.”
Michael S. McNair Fairview, NC
“Hello, I just wanted to let you know that I received my shoes and I very happy. I have been telling everyone about you. I live about two hours north of NYC and use to work in NYC. It was a pain to try to remember to bring my shoes into the city for repair and there is no one around here that does a good job. THANK YOU!!”
Abigail Smith Scottville, NY
“Thanks Alex! You did wonderful job on the shoes. We have more coming. I’ve told my family and others. They are preparing to contact you as well. Thanks so much for being there.”
Charlie Taylor San Antonio, TX
“I used your services for the first time in Sept. 2008 and ABSOLUTELY LOVED THE RESULTS! I would like to “build up” the sole on another pair of boots so I can use them for riding my Harley Davidson motorcycle as well. Basically, I’d like you to remove the sole and add the “build up”, so that in total the heel will be about 2 1/2″ and the toe part 1 1/2″. Please send me a mail envelope! Thanks so much”
Colette Haywood Littleton, NH
“Your repair was fabulous on my pair of Timberland chukkas and my Rockport boat shoes”
Bernie Munk New York, NY
“Just a note to let you know the boots you repaired– rebuilt– arrived in the mail today and they gorgeous… Thanks for doing a good job on them- I expect to get another 10 years out of them now”
William Payne Three Oaks, MI
“I want to thank you for doing such a great job on my boots and shoes. They looked like brand new! I never was able to keep them looking that good when I was in the Air Force.”
Greg Martino Du Bois, PA
“I am sure you hear this all of the time, WOW!!! THANK YOU SO MUCH. Just to let you know, the boots I sent you were in service since 2001. I have not had time or found it convenient enough for me to get my favorite boots repaired. Then I found your web site! I got my Danner Acadia boots back looking brand new! I had everyone in the department almost excited as I was to see how well they would turn out. Even my wife, she would not let me open the box until she got home from work. To my surprise my boots are as good as new. I was so worried I would have to toss them. BUT WOW!! VERY NICE!! I will be recommending you guys as much as possible! Great shoe repair work”
LT. David A. Fischer Blaine, MN
“Alexander, I haven’t had a chance to thank you for your wonderful orthopedic shoe service. Having shoes I can walk in without pain has been a true God send. I have recommended your service to other hip replacement surgery patients, my doctor’s office and the Department of Assistive and Rehabilitative Services (DARS). Your services were top quality (no one can tell but me!), outstanding price, quick and complete. You will definitely be hearing from me again. Thank you so much!”
Elizabeth Krenik Garland, TX
“I think you are offering a wonderful shoe repair service and I would be happy to recommend your work. Best wishes for every success.”
Patricia Otis Savannah, GA
“”Ilya Romanov does a fantastic job – always friendly and reliable. I highly recommend American Heelers as a service provider – I have used Ilya’s service for over a year and am always pleased with the exceptional quality of the shoe repair service provided.”
Saskia Baur Santa Cruz, CA
“American Heelers is a reliable alternative to your neighborhood shoe repair guy. The quality of workmanship is high, and the turnaround is FAST. Actually a “better mouse trap”! Someone should have thought of this years ago.”
Steve Batty Diamond Bar, CA
Ilya on Nov 27, 2009
Hello again. I have been watching for further changes and/or additions here as a result (perhaps ?) of my prior posts and that of the site’s founder. What I find most interesting in all this is that today between 9:26 and 9:29 AM this site’s entry for the heelers rapidly acquired 4 short-ish promotional comments (from the same IP address perhaps, but with different names ?), and one HUGE spam-ish one (again…an IP address match, perhaps ?). Oddly enough, another associate of theirs with clear access to all their company records spammed another posting of mine at almost the exact same time. It would seem obvious to me that the clear goal in all this shameless self-promotion is to use sheer volume to bury anything besides what they want people to see. Personally I regard such actions to be clear evidence of bad business as well as a strong-arm tactic. As one who enjoys reading I would skim over the useless stuff to find what might matter -> but others who are not such avid readers as myself will fall prey to such tactics, and that is a real shame. I would like to bring to the reader’s attention that I have neither profit nor emotional motivation here; what funds as I spent upon the heelers is long lost – the boots were irreparable – and I have been wearing the new boots I bought in their place happily for a while now. My only interest here is in doing what is right – and hoping that perhaps one other person or family that works hard for their money may be spared the heartache of having their favorite (or needed) shoes destroyed beyond repair and/or perhaps then intimidated into silence if they try to gain satisfaction. I was foolish to send my very needed boots in without doing enough research; even further foolish to pay more for the 3rd (!) “repair” which brought me boots which could no longer even BE repaired – and if all I gain at this late date is some tiny satisfaction in helping even one other person that is the only gain I will ever see. It saddens me to see how any service-oriented business could devolve to such a low level. By way of explanation, in case anyone might like to know: (And in NO way meant as any sort of self-promotion.) I have been in my occupation now for about 20 years and as a self-employed person have learned that as long as I wish to stay in business it is an absolute necessity to be attentive to the ’squeaky wheel’ type of client. Sadly it does turn out that some are just plain bad; possibly even bad payers…some have been much less than honest – but some have been merely misunderstood and just once in a great while 1 or 2 have even been accidentally mistreated. My conscience does not allow me to sleep at the end of a day until I am at peace – and knowing this I make amends almost to an extreme in any such situation. The time I spend on my clients is mine to give as I see fit and it feels good to know I’ve done the best I can. This has not, nor will it ever – make me materially ‘rich’; but it has allowed me to get where I am knowing that if I have done wrong it was not by any direct intent to harm another. And why have I blathered on so ? Merely to make the point that I doubt the heeler folks are similarly motivated. Best Wishes to All this Holiday Season !
February 9th, 2010 at 4:23 pm
What a shame that a perfectly good company can be slandered here. I am a very satisfied customer and have not been solicited to respond here. I was just surfing because of the great work they have done and wanted to learn more about American Heelers. Such a shame. As a business owner I have found that those who are dissatisfied tend to be more vocal than a happpy customer. I hope that American Heelers is responding to these complaints, if they are valid, and that they will continue to provide superior work for me!