Chic Comfort: Softwaves

There are so many reasons I love owning a store. One of the benefits I never expected was forming friendships with other store owners. One of my favorites is Jeni, the owner of Monkee's of the West End in Greenville, South Carolina. We met at the Stuart Weitzman showroom about five years ago, and ever since, we have been retail buddies. We check in every now and again about how business is going, but we also love to exchange scoop about new lines we have carried. We both carry shoes, clothing, and accessories so, we suggest lines that we should each look at.

A few months ago, Jeni suggested I look at Softwaves. Okay, at first, I was a little skeptical. But, as I looked at them more and checked out the brand's Instagram account, I totally got it. They are so comfortable, and when styled right, they have that cool girl European vibe, which I love. The name Softwaves comes from their unique insole design technique, and each style is designed with a "Wave massage" removable insole; This removable padded insole makes it feel like you are walking on a cloud.

When I contacted the rep for the brand, it turned out he was actually a fellow shoe store owner who was just starting as the distributor for the brand in the U.S. because he wanted it in his store. He can't keep them on his shelves, and neither can Jeni. Because, let's face it, we all want comfortable shoes. And these indeed are comfortable shoes. I only got two styles to start because that was all they had in stock; I wish I could have ordered more. For now, their two best sellers will have to do, but in spring, we will bring more great styles. We might not have your size now but we have more coming in soon! Let us know and we will hold your size! I can't wait for you to put them on your feet!