Nine years ago I had an idea, a purpose-driven shoe brand called RĒDEN, created with one simple but profound intention: to help alleviate suffering. First, for the customer who needed relief from foot pain and wanted shoes that felt as good as they looked. And second, through a business model that aspired to share profits with charities doing meaningful work in the world.
It was 2016. I was disillusioned by an industry chasing endless growth without much heart. With idealistic stars in my eyes, I imagined a different way. Just as I began to imagine the possibilities, life interrupted in the form of a cancer diagnosis. If you've been following RĒDEN's journey, you already know what happened next. (If not, you can read that story here.)
Where Have You Been?
Since my last email in May 2022, I've heard from so many of you:
“When will you restock my size?”
“Are you still in business?”
“Where did you go?”
All fair questions. And for a while, I didn't have the answers.
It's easy to look back and feel like there was so much more potential. But the truth is: I was burnt out.
I'd been working behind the scenes on RĒDEN (and navigating cancer) for five years before the world even saw a shoe. I was exhausted, anxious, and doing it all alone, believing I should be able to handle everything. Until I couldn't anymore.
The Hard but Honest Part
I knew RĒDEN was something special, but I also knew I didn't have the bandwidth or motivation to keep going. Maybe my role was simply to bring it to life. To prove that it could exist. And I think I've done that. And now it's time to say goodbye with gratitude.
That said, if anyone out there feels called to carry the RĒDEN torch forward, to breathe new life into this mission-driven brand by acquiring the company, I'd LOVE to hear from you. Hit me up at hello@shopreden.com. (Who knows? Maybe this isn't the end, just a new beginning in disguise…)
A Little Thank You (and a Birthday Gift)
To express my gratitude, our remaining inventory is 50% off until the store closes on Tuesday, October 28th (incidentally, also my birthday). The discount will be automatically applied at checkout on our website, and all sales are final.
On Celebrating
In the past, I rarely paused to appreciate milestones. I was too focused on the next goal, and what I could have done to improve. I'm doing my best to slow down, acknowledge the journey, and savor. None of this would have been possible without the small but mighty team behind RĒDEN. Thank you to Irene and Candice, I couldn't have done this without you. Thank you to our incredible factory partners Robin, Kunal, Diwakar, and Dhananjay who helped us create something new and innovative. Thank you to every partner, collaborator, and supporter who helped along the way. Before I close this chapter, I want to take a moment to celebrate what we accomplished together:
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Our Kickstarter campaign was fully funded in just 48 hours.
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We produced our first shoes in the middle of a global pandemic (a huge shout-out to our factory partners in India, who pulled this off during one of the most severe COVID outbreaks).
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We received amazing press including: a feature on CBS News, Oprah Daily calling our shoes “comfortable flats you can wear with everything,” and an incredible write-up in The Wall Street Journal. (Gabby & Catherine you are magic!)
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Our partnership with the American Cancer Society remains one of my proudest achievements, featuring members of their community in a video series that continues to inspire me. Check out the entire ACS video series here.
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And, of course, the glowing reviews from you, our customers who reminded us why we started this in the first place.
What's Next for Me
This experience changed my life. I realized I no longer want to work in fashion. I'm now pursuing a Master's in Clinical Mental Health Counseling, training to become a mindfulness meditation teacher, and on the path toward becoming a somatic psychotherapist.
No experience is ever wasted. Sometimes I wonder, what if RĒDEN was never really about shoes? What if it was the catalyst I needed to discover a deeper way to serve? Maybe burnout and breakdowns are just the body's way of whispering:
“You're not on the right path. Slow down. Look around. Recalibrate.”
While I won't be selling shoes anymore, the meaning behind our name (Restoration to Eden) still resonates deeply. Healing, after all, is a return. A remembering of who we've always been before life taught us otherwise.
I've been playing with the idea of starting a blog or Substack, a space to explore ideas around mindfulness, meaning, and healing. Nothing concrete yet, just something I'm contemplating as a way to connect and share what's been resonating with me. I'm curious if these themes resonate with you too? If you have a moment, I'd love for you to email me. Would you be interested in continuing this conversation in a new space?
Thank you for everything.
I'll close with a quote from one of my favorite artists Jon Batiste:
“I love you even if I don't know you.”
With love and gratitude,
Nelli