Shantel Jackson is the visionary founder and CEO of Shoe Gummi, the luxury comfort brand redefining how women experience high heels. What began as a personal pursuit to make heels more wearable evolved into a patented innovation — the first orthotic designed for the outside of a high heel.
Since debuting in 2019, Shoe Gummi has become a viral cultural phenomenon, embraced by celebrities, influencers, and fashion insiders alike. Featured in Footwear News, Business of Fashion, and E! News, the brand has earned three Gold Stevie Awards® and captured millions of views across social platforms.
With over 3 million followers and 500,000+ products sold worldwide, Shantel is more than a founder, she’s a creative force championing women’s wellness, confidence, and innovation in fashion. She leads with a quiet confidence, a rare blend of grace and grit.
Few understand the delicate balance between fashion and function quite like the visionary behind Shoe Gummi. What began as a personal struggle to endure high heels evolved into a patented comfort innovation redefining how women experience footwear.
In this intimate conversation, Shantel opens up about the inspiration behind her brand, the lessons learned through failure, and how she’s giving women back their confidence — one step at a time.
Without her lifelong love or as she describes it, obsession with high heels, there would be no Shoe Gummi. The brand was born from necessity: a genuine need to solve a problem that millions of women face daily.
“I live and breathe Shoe Gummi. If I’m wearing heels, there’s a pair of gummies underneath them. That authenticity and passion are the DNA of my brand it’s organic, it’s real, and it comes through in everything we do.” Explains the refined entrepreneur.
This authenticity, she believes, is what resonates most deeply with her community. It’s not a marketing strategy, it’s a lifestyle.
Every woman knows the pain — the burning in the ball of the foot, the awkward shuffle at the end of the night, the relief of slipping the shoes off under the table. That discomfort, she notes, doesn’t just affect your feet, it alters your confidence and your mood.
“It’s like being hangry,” she explains. “But I call it paingry. You lose confidence when your feet hurt, and you can’t enjoy the night. Shoe Gummi gives that confidence back.”
By addressing the physical pain of wearing heels, she’s tackling something much deeper: the emotional connection between how we feel and how we show up.
The journey toward creating a patented product was filled with trial and error and one unforgettable moment of realization.
“When I first tried the prototypes, I instantly knew I had something,” Shantel explains. “I wore my usual heels, then the same pair with the prototypes, and the difference was undeniable. Other women needed to feel what I was feeling that relief, that empowerment. That’s when I realized I could truly change lives.”
It was a turning point, when passion turned into purpose, and purpose into a business.
Today, Shoe Gummi stands as a symbol of innovation, empowerment, and perseverance. When asked about her proudest moment, her answer comes from the heart.
“It’s when women come up to me and tell me they can’t wear heels without Shoe Gummi, that gives me goosebumps every time. There are moments when you question your path, but hearing that reminds me exactly why I started. This is what I was meant to do.”
For her, success isn’t defined by numbers — it’s defined by impact. Her empathy fuels her innovation, making her one of the most relatable voices in entrepreneurship.
When reflecting on her journey, she offers advice that comes from experience and resilience.
“Don’t be afraid to fail,” she shares. “Failure leads to success — it really does. I’ve failed so many times, but every mistake made me stronger. Now I don’t ask, ‘What if it doesn’t work?’ I ask, ‘What if it does?’ You can’t reach the finish line if you’re stuck in fear. Every setback teaches you what not to do next time. You need those mistakes to win.”
It’s a philosophy she lives by — fearless, forward, and relentlessly optimistic.
Looking ahead, the innovation continues. The brand is expanding its comfort universe with new product categories designed to make everyday life softer, lighter, and more luxurious.
“We’re launching our own comfort socks with extra layers of cushioning so every step feels like walking on clouds,” explains the soft-spoken powerhouse. “And we’re introducing comfy slippers super-plush, memory-foam slippers that actually last. Most slippers lose their padding in a week; ours stay soft for months. We want women to get true luxury and lasting comfort because they deserve it.”
For her, innovation is about enhancing lifestyles. Delicate in approach but formidable in vision, her impact is undeniable. What started as a personal pain point has become a global movement centered on empowerment, innovation, and self-care.
“Every step matters,” explains Shantel. “And now, every step can feel as good as it looks.”
