Samantha Pritchard’s career in footwear began in 2010 when she worked in the Shrewsbury branch of Jones Bootmaker, which included a well-established children’s department. Over the years, Jones Bootmaker went through many changes, including closing its children’s department. It was at this point Pritchard saw an opportunity to open her own shop – one dedicated solely to children, and somewhere children would enjoy visiting to get the best shoes for their feet – and six years ago, It’s Feet First was born.
When the lease ended on the business’s original shop, an opportunity became available to move to new premises, still in the Shrewsbury area and located alongside other independent businesses, but with more potential for adaptation. In May, therefore, It’s Feet First began the next chapter of its story, moving to a new store at 23 Dogpole, Shrewsbury.
Thanks to the new premises having better storage space, the shop floor offers a more modern look, with a cleaner, clearer layout ensuring the focus remains on the shoes themselves. To further enhance the store experience for children, the new shop includes an entertainment area with a chalkboard, fun seating and a rocking horse.
In terms of stock, It’s Feet First covers all types of shoes, from first walkers to school shoes and trainers to wellies, as well as a selection of socks and teddies.
Brands include Clarks, Bobux, Skechers, Ricosta, Petasil, Slipfree, EMU Australia, Term Footwear and Saltwater, with Superfit recently joining the offering. As we head into the summer holidays, It’s Feet First will be offering in-store appointments for Back to School, including quiet appointments for any children who benefit from a calmer environment. The business also sells online.
Commenting on the plans for the business, Pritchard says, “We are currently working on becoming established in our new premises and being a destination shop for children’s shoes in our area and beyond. Longer-term we want to increase our online presence with social media, but above all else, we want to continue providing good quality fitting shoes for growing feet.”
It’s Feet First, 23 Dogpole, Shrewsbury, Shropshire SY1 1ES
