Business & Leadership: Shoeffle

STEPHANIE HENDRY MCDANIEL

CRAFTING A DREAM AND A COMMUNITY ONE SHOE AT A TIME

In 2004, fresh out of LSU with a merchandising degree and a lifelong dream of owning a business, Stephanie Hendry McDaniel was looking for her niche. She’d grown up watching her father pour his heart into his own company, learning early that hard work and family were inseparable. When she spotted a gap on the Northshore for women’s shoes and accessories, she decided to fill it, earning both her parents’ blessing in the process.

That leap of faith became Shoefflé. Twenty years later, Stephanie still loves what she does every single day. “When you truly love your work, it doesn’t feel like a job,” she says. Her motivation? Her husband, her three children, and the desire to pass down the same work ethic her parents gave her.

Running a business isn’t without its challenges. The pandemic brought months of shutdowns and uncertainty, but Stephanie credits her “energizer bunny” mom, a devoted staff, and fiercely loyal customers for helping Shoefflé pull through. “Our community is life-changing,” she says. “They could shop anywhere, but they choose to come here, have fun with us, and let us help them feel beautiful.”

Stephanie’s leadership style is rooted in equality. She calls her staff “coworkers” and treats them like family. “They’re my rock at work,” she says. “When you respect and appreciate your team, they’ll help you grow, , and I would not be where I am today without my longtime manager Gretchen Goetz.

These days, her focus is on keeping Shoefflé fresh and fun, from scouting new trends at the Vegas shoe show to popping up at local holiday markets. Two downtown Covington locations feel just right - enough to keep her challenged, but balanced with family life.

For Stephanie, success is simple: loving what you do, working alongside people you enjoy, and creating an atmosphere where customers can laugh, sing, and leave a little happier than when they walked in.

“To our loyal clients, friends, family, and coworkers - thank you for 20 incredible years,” she says. “Shoefflé wouldn’t be here without your love and support.”

222 N Columbia Street l Covington, LA 70433 (985) 898-6465 l shoeffle.com