NEELY WOODSON POWELL BUILDS CHARLESTON SHOE COMPANY INTO A NATIONAL BRAND
Uncover how Neely Woodson Powell elevated Charleston Shoe Company from its modest beginnings to a prominent national brand renowned for its blend of stylish design, exceptional comfort, and impactful social initiatives.
PHOTOGRAPHS BY WILL CROOKS
“NO MATTER HOW TOUGH THINGS GET, THERE’S ALWAYS A WAY FORWARD IF YOU STAY RESILIENT AND FOCUSED.”
NEELY WOODSON POWELL, FOUNDER OF CHARLESTON SHOE COMPANY
From selling shoes out of her car trunk to founding Charleston Shoe Company, Neely Woodson Powell’s entrepreneurial journey is a remarkable story of perseverance and vision. Over the past 25 years, Charleston Shoe Company has evolved into a leading name in women’s footwear, known for its distinctive blend of style, comfort, and practicality. Powell’s inspiration began with observing marketgoers suffering in high heels and a transformative encounter with a cobbler in San Miguel de Allende, Mexico. This experience guided her focus on creating versatile, durable footwear that can transition effortlessly from daytime activities to evening events.
Powell is the leader of the Charleston Shoe Company, which currently operates nearly 25 retail locations in major U.S. cities and features in over 800 boutiques nationwide. The brand’s success stems from its innovative designs and Powell’s dedication to social impact. Through initiatives such as the Healthcare Heroes Campaign and partnerships with SOLES4SOULS, Powell has donated thousands of shoes to healthcare workers and women in need around the world.
As the company prepares for international expansion with a new store in Saint Thomas, U.S. Virgin Islands, Powell reflects on how her deep connection to Charleston and her entrepreneurial roots have shaped her approach to business. Her story underscores the significance of staying true to one’s purpose while navigating growth and change.
Powell’s approach integrates a mindful balance of professional achievement and personal well-being. She exemplifies how purposeful living can drive substantial success by embedding comfort and timeless design into her products and lifestyle. This narrative highlights the brand’s accomplishments and offers insights into how purpose-driven leadership and a commitment to social responsibility can transform an industry.
“It’s all about staying true to why I started this in the first place—to bring comfort and joy to women through shoes. That’s my purpose, and it’s what keeps me motivated
every day.”
Starting Charleston Shoe Company by selling shoes from your car trunk is an incredible story. When did you realize your brand had the potential to become a major footwear company?
I started by selling my shoes at trunk shows, and my mom’s furniture markets, and the response was overwhelming—people loved that they could have comfort and style in one shoe. Chaos ensued from the beginning; it was like the Filene’s basement at these shows. This was at a time when “comfort” wasn't associated with fashion, but I could see how much women needed it. That initial joy and demand were infectious, and it gave me the drive to take things further. I opened my first retail store in Savannah then it clicked—this was something women wanted to be a part of, not just for one pair, but for years to come. Customers became my marketing team; they would lead strangers to the store like pied pipers. That’s when I knew Charleston Shoe Company was destined to be bigger than I initially imagined.
You mentioned how a San Miguel de Allende cobbler influenced your shoe designs. How did this encounter impact your vision for Charleston Shoe Company, and what specific features of those shoes did you aim to incorporate into your brand?
Meeting Santiago, the cobbler in San Miguel de Allende, was truly serendipitous. His craftsmanship inspired the entire foundation of Charleston Shoe Company. The shoes he made were not only charming but incredibly comfortable, with flexible rubber soles and fabric uppers that molded to your foot. They were designed by five generations of cobblers to wear on the cobblestone streets. I knew right then that I had to share these shoes with other women. From Santiago’s designs, I wanted to bring forward a shoe that was timeless, functional, and could support a woman throughout her day, whether she was running errands, walking on cobblestone streets, or going to dinner. The flexible soles, washability, and elastic straps became core features of our shoes, combining the practicality Santiago introduced me to with a style that could go from day to night. I wanted to create a shoe that felt like an extension of your foot—just as comfortable as it is stylish.
Charleston Shoe Company is renowned for its comfort and timeless design. How do you define success in the fashion industry, and how has your vision for the brand evolved over the years?
For me, success in the fashion industry is about creating something that resonates with people in a meaningful way. Charleston Shoe Company has always been about providing women with shoes that don’t force them to choose between comfort and style. Success, to me, is when a customer comes back years later and tells me that our shoes are still her go-to. It’s about building long-term relationships and offering shoes that women can depend on. Over the years, the vision has evolved from being just about shoes to creating a lifestyle brand that women can trust—whether it’s shoes, accessories, or clothing, it’s all about making women feel good, comfortable, and confident. As we’ve grown, I’ve stayed focused on keeping that connection with our customers strong. That’s my definition of success—staying true to your core values while evolving with your community.
Your brand’s commitment to social responsibility is impressive, from the Healthcare Heroes Campaign to supporting women in developing countries. What motivates your philanthropic efforts, and how do you select the causes you support?
Relationships have always been a core part of who I am, and I wanted Charleston Shoe Company to reflect that. We’ve been fortunate to grow as a brand, and I believe it’s important to use that success to support others. The Healthcare Heroes Campaign, which provided shoes to frontline workers during the pandemic, came about because I saw a need that aligned with what we do best—provide comfort. Healthcare workers were on their feet for long hours, and it just made sense to offer them a little relief, we wanted to bring them a sense of normalcy during the chaos and bring them some shoes. Similarly, our work with SOLES4SOULS, where we’ve donated thousands of shoes to women in developing countries, reflects my desire to empower women. I always look for causes where we can make a tangible impact, especially those that focus on women and communities in need. At the end of the day, it’s about using our platform to spread shoe joy and support in any way we can.
As Charleston Shoe Company expands internationally, how do you maintain your brand’s core values and stay connected to your origins while growing your global presence?
Maintaining our core values is all about staying connected to what made us successful in the first place—comfort, versatility, and authenticity. As we expand globally, the challenge is to scale without losing the personal touch that defines Charleston Shoe Company. We still work with the same family of cobblers in San Miguel de Allende, and that relationship is something I treasure deeply. It reminds me of our roots, and I think that authenticity translates to our customers, no matter where they are in the world. We also make it a priority to listen to our customers and understand their needs, whether they’re in Charleston, Nantucket, or Saint Thomas. The goal is to grow without ever compromising on quality or the values that got us here—community, craftsmanship, and comfort.
“I’ve learned that taking time to recharge is just as important. By creating a supportive, collaborative environment, I can live authentically and with purpose, both personally and professionally.”
Charleston Shoe Company is known for its blend of stylish and practical footwear. How do you create fashionable and functional shoes, and what challenges have you faced in achieving this balance?
It’s definitely a balancing act to create shoes that are both fashionable and functional. For me, it always starts with listening to what women need. Our shoes have to work in real life, whether that’s walking all day or going out to dinner afterward. That’s why we focus on flexible soles, elastic straps, and washability. But at the same time, I want the shoes to feel fun and stylish. The challenge is making sure that comfort doesn’t sacrifice the design aesthetic—and vice versa. Sometimes, it means going through countless prototypes to get the right fit or adjusting materials until we have something that meets both criteria. I’ve learned that it’s worth taking the time to perfect the design because when you hit that sweet spot, women notice. I still work in my stores on a regular basis, I can listen to women and design what they need. It’s a constant evolution, but it’s what makes Charleston Shoe Company unique.
How do you practice mindfulness and stay present professionally and personally in today’s fast-paced world?
I’m a big believer in staying grounded, especially in such a fast-paced industry. For me, mindfulness comes from taking time to be present in the little moments—whether it’s spending time with my family or working in one of our stores. I find that staying connected to my customers and my team helps me remain centered. I am a firm believer to not sweat the small stuff; If you do, you can’t grow, and you will get bogged down in the minutiae.
Self-care is essential for overall well-being. What self-care strategies do you use to maintain balance and stay energized as you lead Charleston Shoe Company?
Self-care is so important, especially when you’re running a business. For me, it’s about setting aside time for myself and my family. Spending quality time with friends and family plays a huge part in my well-being. I also run to clear my mind and travel to keep me inspired and energized.
Reflecting on your journey, is there a significant challenge or obstacle that provided a crucial lesson, and how has this experience influenced your current business approach?
One of the biggest challenges I faced was when my trusted colleague embezzled a large amount of money from the company. It was devastating, but I learned an invaluable lesson about accountability and the importance of having your finger on the pulse of your business. That experience made me a better leader because I had to step up, rebuild, and regain control. It taught me that no matter how tough things get, there’s always a way forward if you stay resilient and focused. It also reinforced my belief in transparency and trust within my team—qualities that continue to shape how I run Charleston Shoe Company today.
Neely, Charleston Shoe Company’s success reflects your dedication and purpose. How do you align with your purpose while managing a growing business?
It’s all about staying true to why I started this in the first place—to bring comfort and joy to women through shoes. That’s my purpose, and it’s what keeps me motivated every day. As we grow, I stay connected to that mission by continuing to work closely with our team and customers. Whether it’s designing new styles or working in our stores, I make sure that everything we do reflects our core values of comfort, quality, and style. Managing a growing business can be challenging, but when you’re aligned with your purpose, it gives you the energy and clarity to keep moving forward.
Living with intention often involves setting boundaries and making mindful choices. What key decisions or boundaries have you established to ensure you live authentically and with purpose?
One of the biggest boundaries I’ve set is making time for myself and my family. It’s easy to get caught up in the demands of running a business, but I’ve learned that taking time to recharge is just as important. I’ve also made a conscious decision to surround myself with a team that shares my values and vision. By creating a supportive, collaborative environment, I can live authentically and with purpose, both personally and professionally. Setting these boundaries allows me to stay grounded, focused, and true to the reasons I started Charleston Shoe Company in the first place.
If you’re looking for shoes that blend comfort, style, and versatility, visit Charleston Shoe Company at charlestonshoeco.com and discover footwear designed to support you every step of the way. Explore their collection and find your perfect pair!
