With DEI at a critical inflection point, cultivating diverse talent is more important than ever before. As part of our commitment to champion diversity across the industry, the 2024 FN Black History Month Spotlight will highlight the new wave of talent that has emerged in recent years, including brand builders, design innovators, content creators and more.
2023 was a big year for Ahriana Edwards, founder of the size inclusive shoe brand Vaila Shoes.
Vaila, which is derived from the word “availability” and offers women‘s dress shoes between sizes 9 and 14, inked its first major retail partnership with Macy’s for spring 2023. Edwards, who launched the brand in March 2022, celebrated other key milestones last year, such as hiring her first employees.
“It was literally the turning point for my business,” Edwards told FN in a January, reminiscing about the whirlwind of the last 12 months.
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This year, Edwards has big plans in the works to expand her brand’s presence and story. In addition to continuing her relationship with Macy’s in 2024 — and potentially beyond that — she said Vaila plans to onboard one more retailer in the coming months, with another planned for this year.
“We sold out of multiple units on Macy’s website,” Edwards said, describing the organic success of her first retail partnership. After receiving financial support to continue to grow her brand via the Macy’s S.P.U.R. Pathways program, which provides funding to diverse-owned and underrepresented businesses, Edwards was recently was accepted in to the “Workshop at Macy’s,” an accelerator and mentorship program for diverse vendors and entrepreneurs that helps them scale their businesses. The program is part of the retailer’s overarching social purpose platform, Mission Every One.
“They’ve been super helpful throughout the entire process,” Edwards said of Macy’s.
While Vaila’s 2023 growth was almost entirely organic, Edwards said the brand plans to lean into events, marketing and influencer partnerships in 2024 to increase brand awareness.
“We definitely cater to business women, but I really want to tap into a community that truly needs what we have to offer that a lot of people don’t spotlight,” Edwards said.
For example, Vaila plans to carry out a campaign for Mother’s Day this year to target new moms who might not be able to fit into their old shoes and is also in contact with Atlanta sports teams for potential events.
Vaila will also look for other ways to effectively communicate the brand’s message during calendar events, such as Pride month, and the holiday season in a way that communicates the unique products Vaila has to offer.
“[It’s about] getting that story out in as many avenues as possible,” Edwards said.
To do this, Edwards is relying on a team of employees that includes about nine people in various full-time and contractor roles, such as a project and events manager, designer, production manager, social media manager, virtual assistant and a VP of sales. The team is entirely female, something Edwards said was “100 percent intentional.”
“I always love to work with individuals that get it,” Edwards said, explaining how many of the people she works with have extended shoe sizes themselves. “It’s very mission led.”
Edwards has also picked up some key mentors and advisors along her journey. And while she’s proud and encouraged by her progress so far, she is still excited for what’s to come.
“Every time I go in the store, I get emotional,” Edwards said, explaining how she used to not be able to find shoes in her size as a young girl. “For me to be able to find shoes was impactful, I felt heard and I felt seen. And that’s what I want to do for women all over.”
