UPCLOSE COMFORT
If the Shoe (Really) Fits Quadsis targets tweens and teenagers with appropriate styling in women’s sizes. JANET WARD AND Stephanie Guido knew from experience growing up. Their adult-sized feet didn’t match their young style preferences. Years later, the now mothers of four daughters between them discovered the problem had persisted, but this time they decided to do something about it. Enter Quadsis, a brand launched in 2022 designed for tweens and teens to rock age-appropriate styling that fits. “Quadsis is an alternative to the typical matronly women’s shoe,” Ward says. “Every girl and young woman deserve a choice of comfortable, cute shoes, no matter their size or age, and we’re here to help them feel confident in their style choices and live on the go while looking their best!” That starts with silhouettes suitable for an active lifestyle, which spans espadrilles, boots, ballerinas, and Mary Janes. (Quadsis isn’t chasing the sneaker business, which Ward says is already packed with options.) Take Quadsis’ 1.5 signature wedge, for example. “They’re still running around a lot, so our wedge offers a little height without her feeling too tall,” she explains. “It provides stability with a wider outsole so being active isn’t an issue. We also included a zipper entry on our boots for ease and function as well as skid-resistant rubber outsoles (on all styles) and a removable footbed to help eliminate shoe odor from young, stinky feet!” Ward says the styling is a “perfect balance” between trendy and age-appropriate. “We’re giving girls a way to express themselves and explore more mature styles without going overboard, which is such a big deal at this stage,” she says, noting that their daughters (ages 9 to 15) serve as an in-house focus group. “We’ve toned down the maturity of a typical women’s shoe by adding youthfulness through materials (leather, canvas and denim), colors (soft golds, greens, and pinks), and fun details such as the ruffle, glitter, and velvet.” The collection, made in Brazil, also includes customizable features like a removable decorative strap on the Katherine bootie, the bow on the ballerinas that can be tied on the side, front, or back, and the Elizabeth Mary Jane double strap can be buckled straight across or crisscrossed. “These details are for her to wear the shoe exactly how she wants,” Ward says, adding, “There are many opinions during this age, and we’ve built shoes that fit them.” On that note, Quadsis is available in half sizes from 5 to 11. “As a size 10.5 myself, it helps us capture the perfect fit,” she says. “We’ve also invested in creating our own molds and lasts, which ensures consistency in
Janet Ward and Stephanie Guido are not just the founders of Quadsis, they are wearers too.
our fit and was necessary as what we’re building doesn’t exist in the market.” It might seem like Ward and Guido possess shoe industry backgrounds. They do not. But they do have 25 years combined experience in corporate America. Ward worked in mergers and acquisitions and Guido is an interior designer with a background in finance. “I thrive in the environment of finding solutions to problems and bringing new ideas to life,” Ward says. “Whether it’s buying companies, building new greenfield projects from the ground up in a foreign country, or launching a footwear brand, the basis of building a business is the same. Both require a plan, partners, operations support, and a project manager.” Knowing what aren’t her strengths are part of the formula, too. That’s where Guido’s talents come into play as principal designer. “Partnering together makes for a very strong team built for success,” Ward says. No prior industry experience has actually been an asset, according to Ward. There are no preconceived notions. “Our fresh perspective has given us freedom to design shoes that we know are missing from the market,” Ward says. “And while the tween/teen demographic is viewed as fleeting, many do wear women’s sizes and their tastes can be fickle. There are millions of young women going through this
stage of life who deserve great footwear. It’s a very important time in their lives as they are figuring out who they are, and we want to walk alongside them with options.” Ward and Guido aren’t going it completely alone, though. They are partners with a product consultant and a designer. They also have networked with FDRA, Two Ten Foundation, University of Georgia, and Next Generation Manufacturing, an industry group in their hometown of Atlanta. “We’ve also reached out to female-owned companies and founders of footwear start-ups,” Ward says. “We’ve received tremendous support since we’ve launched.” Having just finished its first trade show in Atlanta, Ward says the focus now is on wholesale distribution. Seeing and trying the shoes on works best for Quadsis. “We’ve found our best sales are when we’re in front of customers, whether it’s a trunk show or a pop-up shop with a boutique,” Ward says. “When someone steps into a pair, they stand up straight, smile, and say, ‘Wow, these are so comfortable!’ That can’t be replicated online.” Looking ahead, Ward says Quadsis (a mashup of quadriceps and the suffix sis and meant to convey strength, confidence, and self-esteem) expects to attract a broader age range. In fact, the initial target somewhat pigeonholed the brand. “College girls, twentysomethings, moms, and even grandmas are loving Quadsis,” Ward says. “Our mission of a lower heel, on-trend styling, and versatility along with quality, comfort, and affordability (SRP: $58-$78) piques interest because women all want that.” —Greg Dutter
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