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.
