Growing up in Sydney as a first-generation Australian, heels were never really part of my world. I lived in soccer boots, playing from the age of five, often as the only girl on the team. Back then, comfort and fun came first. Looking back, though, I can see that the grit, determination and belief that women should never have to choose between the things they love were always there.

After a University Scholarship playing soccer in New York, I entered the corporate world, quickly climbing the ranks at a fast-growing startup. As my career evolved, heels became part of my everyday uniform. They made me feel powerful, confident and ready to take on the room. But there was one thing I couldn’t understand: why did we have to sacrifice that feeling the moment our feet needed a break?

Running between meetings, meeting clients and navigating long days meant carrying a second pair of shoes everywhere I went. It felt impractical, inconvenient and, frankly, unnecessary. I kept asking myself: Why hasn't someone solved this? And why can't I be the one to do it? The idea stayed with me for years until, in 2019, I decided to take it seriously. I sold my house to fund R&D, and after the pandemic, bought a one-way ticket to Europe to bring the idea to life. I left behind my comfortable career, my familiar surroundings and the life I knew to work directly with engineers, developers and footwear manufacturers, determined to turn an idea in my head into something women could actually wear. Portugal became my home, and LOBO became my obsession.

I never wanted to create a shoe that was simply functional or going to become a gimmick. I wanted something bold, fashionable and a little unexpected. A shoe that could adapt to a woman's day without compromising on style, confidence or personality. Something that allowed women to have it all, on their own terms.

What followed was more than three years of prototypes, setbacks, financial sacrifices, tears and countless moments of self-doubt. I was told by people across the industry that developing a heel that could transition from high to low was impossible. I had no formal background in fashion or footwear, but I had a belief in what I was building — and I wasn't ready to give up.

In those early days, I wasn't dreaming about becoming a successful global brand. I just wanted one person to buy a pair. When launch day finally came, I will never forget the feeling of seeing orders come through my Shopify store. One sale became many, and with every notification, I found myself crying happy tears. Knowing that women around the world were choosing something I had spent years fighting to bring to life was a feeling I will never quite be able to put into words.

Of course, the journey hasn't been all highs. There have been quiet sales periods, financial pressure, exhaustion and moments when the self-doubt felt overwhelming. But when I look back at the woman who sold her house, moved across the world and kept going despite all the no's, I feel incredibly proud that she didn't stop.

Those early years shaped everything LOBO is today, our product, our approach and our belief that there is always room to challenge the way things have been done. We are constantly learning, evolving and finding ways to make our shoes better.

LOBO was born from a simple frustration, but it has always stood for something bigger: the belief that women shouldn't have to choose between fashion and function, confidence and comfort, or ambition and the life they want to live.

We are here for the women who want it all. The ones who back themselves, challenge expectations and aren't afraid to do things differently. And we are only just beginning.

If you've made it this far, thank you for being here and for being part of the LOBO story. Whether you've supported us from day one or are discovering us for the first time, I'm so grateful you're here.

With love,
Sherel Schnyder
Founder, LOBO Footwear