Creativity,Inspiring Interviews

Interview Series : Jodie Fox





My first memory of today’s Creative Maven was of her in a cat suit, literally a cat suit, dancing as Grizabella from Cat’s in our High School Rock Eisteddfod. There was always something special about Jodie, she was graceful and fun and incredibly generous with her time, even to the little (and probably super annoying) Year Eight kids (that was me!) and let me tell you, none of that appears to have changed.

She is an absolute gem.

 I am incredibly honoured to chat with Jodie today about her creative process and phenomenal business Shoes of Prey!



+ Firstly gorgeous, tell us a little more about what you do!

I’m the co-founder of Shoes of Prey, which is a place where women can design their own shoes. My specific role is to be the face of the company, share our vision of making sure women have exactly the shoes they want when they want them, and work on our PR/communications.  

+ What does being creative mean to you?

It’s about having a lack of fear around imagining what the best possible solution would be to any problem and having some joy and fun in finding that solution. It’s also about thinking through exactly how the end solution would work so tha every single problem can be solved seamlessly to the users surprise and delight. 

+ I totally love the concept behind Shoes of Prey, it plays so beautifully with living a creative life, from head, literally to toe! What was it that brought you from your jobs in advertising and law over to the amazing (and sometimes challenging)  life of a creative entrepreneur?

I was solving a problem of my own – I’d always liked shoes, but I never loved them because I couldn’t find exactly what I was looking for. Either it wasn’t quite the right colour, there was an embellishment I didn’t like, not quite the right heel height… anyway, when I was travelling, in the same way that you find someone who will make a custom suit for you, I found someone with whom I could commission shoe designs. My shoe collection became really exciting, and my girlfriends asked me where I was getting my footwear. When I explained, they asked me to create shoes for them too. Concurrently, my two business partners Mike and Michael were at Google and becoming really excited about the opportunities in online retail. They just needed an idea. We all came together and Shoes of Prey was born.

+ Show us how you have been creative today? I wanna see a pic, or a video or some words, don’t be shy now!

This is me running around (ok dancing around) the streets of Nolita today! 

Creative Mavens with Jodie Fox

+ We all have days where being creative or finding inspiration is hard, what kicks you in the arse creatively, what stops you in your creative tracks?

Hmmmm – Honestly, a really well framed problem with data driven insights normally kicks me in the arse creatively! Conversely, angst fear and lack of direction stop me in my creative tracks. 

+ Resistance so often comes up in relation to creativity, what techniques do you recommend to recognise it and move through? And what happens when you resist them!?

I’ll talk about this in the context of a business… Just know everyone not only wants you to succeed – They want you to smash it out of the ballpark! When resistance happens, it’s hard to hear. No one likes feedback, but it’s so important. You have to listen and really try and nut down to the message they’re trying to get out despite all the poor ways they may be trying to communicate that to you. So in a nutshell – Assume you are all on the same team, and be open to helping them to share their thoughts with you. 

+ I am all about being able to connect to yourself and showing up authentically in your business. Do you think showing up, authentically in business is becoming easier for women?

I think showing up authentically in business is critical and getting easier for everyone. But, we still have a long way to go. There are so many unconscious biases that are baked into society around so many topics – Gender, religion, sexual preference, race, age… They are so hard-wired to the way we operate that they are going to take a long time to shift. 

+ My favourite quote from Steven Pressfield is “If you find yourself asking yourself (and your friends), “Am I really a writer? Am I really an artist?” chances are you are. The counterfeit innovator is wildly self-confident. The real one is scared to death.” how does that quote make you feel?

It makes me laugh – I can relate. I’ve read a bit about imposter syndrome and it’s a real thing. It’s what you chose to do despite that which makes you what you are.  

+ What’s next for Shoes of Prey and Jodie Fox?

Expansion. We’re raising another round of funding at the moment and while 2015 has been a great year, I think that 2016 will be an amazing one. 

Interview with Jodie Fox

Quick Fire:

Biggest creative inspiration :: Architecture
A book about creativity everyone should read :: The Little prince
What song gets your booty shaking :: Rather Be by Clean Bandit feat Jess Glynne
Your Biggest Creative Dream :: To nurture the braveness and self belief we all deserve to have in ourselves
Favourite creative medium :: Drawing



A Little More about Jodie…

From a background in advertising and law, Jodie now applies her communication savvy and sense of style to her true passion: outfitting women around the world in beautiful shoes. Her role encompasses product development, public relations and being the global face of the brand. Her work on Shoes of Prey has been recognised many times over, including receiving the national Telstra Business Women’s Awards Winner (Australia), Hudson Private & Corporate Sector, 2014 Top 30 most influential women in Australian retail, 2014 Top 10 Australian female entrepreneurs and 2015’s top 8 entrepreneurs to watch.




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I would love to hear from you in the comments below.

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  • Reply
    January 28, 2016 at 6:11 pm

    Loved reading this article. 2 beautiful and inspiring women sharing their love and bearing their creative souls!

    • Reply
      February 2, 2016 at 8:12 am

      Thanks beautiful x

  • Reply
    January 31, 2016 at 4:32 pm

    This is a fun interview! I love that street shot! So many fun shoes.
    xx Jenelle

    • Reply
      February 2, 2016 at 8:12 am

      Thanks Jenelle, so glad you loved it! x

  • Reply
    Vari Longmuir
    February 3, 2016 at 9:17 am

    Love this interview! Jodie is a MASSIVE inspiration!

    V xx

  • Reply
    February 3, 2016 at 10:20 am

    What a great interview. Jodie is an inspiration and spot on the ways she defines creativity. Her enthusiasm shines through. I love Steven Pressfield’s quote. Such a great question, ‘Am I an artist?’ Well, hell yes, I really am!!

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