Describe your business.
We are more than a lifestyle footwear company. Not only do we offer multiple options for men’s and women’s footwear in the casual, fashion and performance categories, we strive to inspire and give back to our community.
Who are your customers?
Our customers are those who embrace life and inspire others.
Tell us about your background in the fashion industry.
My career in fashion and shoes began at Brown Shoe Co., which afforded me the opportunity to work with brands such as Naturalizer, Champion, Fergie and Carlos Santana. At Brown, I learned the ins and outs of product development, quality assurance and sourcing. Then in 2011, I joined Toms to help expand its One for One movement. During my time with Toms, I learned how to make business meaningful. With the teachings and experience I received at both companies, I felt it was my turn to inspire others through our brand LIUID.
What makes your business unique?
I’ve spent many years becoming an expert in product development and manufacturing within the shoe industry. I wanted to apply that knowledge to the products we produce. Steve Jobs said, “Design is not just what it looks like and feels like. Design is how it works.” What makes my business unique goes beyond the sole; the shoes are intimate because they are named after a friend or family member. Aside from designing and producing reliable, authentic products that embody quality footwear, it is our mission to inspire our communities through nonprofit organizations.
Where do you draw your inspiration?
As an immigrant, U.S. military veteran and business executive, my inspiration is drawn from my past experiences and life. Those events contribute to our product designs, themes, community and the potential of LIUID. I call it the American dream.
How does your brand compete with larger, international manufacturers?
In my former jobs, my role was to oversee the design and production of more than 200 million shoes for large, international brands, LIUID shoes are designed with quality, comfort, style and value. The materials used in manufacturing are of the highest quality for people who demand the best on any budget. I believe we are giving consumers a product and brand they can trust, believe in and be proud of.
What is your business philosophy?
We don’t just believe in our shoes, we believe in people. What we stand for can be summed up in five simple tenets:
• Loyalty: Be true to our wearers by delivering the design, styles, quality and technology they want and deserve.
• Inspiration: Inspire others by making LIUID a symbol that is aspirational yet relatable.
• Unity: Change the world through inclusiveness — in design, messaging and example.
• Innovation: Never stop moving forward by inventing and adapting the newest technologies and improvements.
• Difference: In every way — look, feel, tech, mission, openness.
What is the hardest part about doing business in Southern Nevada?
I think the hardest part is getting started and the recruitment of talent. Along the way, I’ve experienced great support from state, local, national and business leaders. Regardless of the challenges, this is a great place to establish a business.
What is the best part about doing business here?
Accessibility to the latest fashion trends (boutiques, malls, trade shows, etc.), transportation/entertainment (airport, taxis, hotels, restaurants, etc.) and community leaders (city of Henderson, Henderson Chamber of Commerce, Make-A-Wish, etc.) make this an ideal place for a business startup.
Why headquarter your business in Henderson?
You get the best of both worlds — that small-town/big-city feel without the congestion. I love the proximity to everything, especially the airport and freeways. Henderson also has a lot of facilities that can be quickly tailored to meet a customer’s needs. From a personal side, there are many great parks, neighborhoods, restaurants, shops, etc.
What obstacles has your business overcome?
Launching a new global business during a challenged economic environment is a great obstacle. Luckily, with supporting business leaders and partners, we are continuously overcoming these challenges with strategic planning and strong principals. We are here for the long haul.
How can Nevada improve its business climate?
I think Nevada knows what needs to be done and will continue to make strides. Favorable tax incentives, political leaders who are in tune with business and looking for ways to help ensure the continued growth of businesses in Nevada certainly helps. The Tesla Motors factory is a great example and a wonderful addition to the economy. It is a sign of more to come for Nevada. My aspirations for LIUID is to be one of the leaders here to help add to and improve the business climate.
What did you learn from the recession?
I learned that more than ever, planning is crucial, and to surround yourself with a team that can be proactive and reactive during economic challenges by executing swiftly and intelligently.