The Launch . . . My journey building PASSERI over the past three years
Three years ago, I never would’ve dreamed that I would be writing this blog post announcing the launch of a shoe company named PASSERI. If you have read our origin post about the jungle, you know that when the idea to start this business struck me, there was just something in me that told me I needed to give this opportunity a shot; this gut feeling was certainly not bedded in logic, I had no clue how to start a shoe company. There was never any doubt in my mind though that the company would eventually flourish but the truth is, I had no idea what I was doing.
What I did know is that I loved designing, designing anything from clothes and shoes to houses! I also had 20 years of experience working with small scale artisans in Guatemala, Tanzania, Thailand, and India and bringing their art to market. Well, a market I held in my home every holiday season and a pop-up market where I would take my little store of treasures bought on my travels to festivals and fairs a few times a year.
Over the past three years I have had promises and disappointments of funding, partnering, work trades and more. For the first two years my husband Jim and I funded the entire growth of the business through working our traditional jobs and picking up extra work when possible. I traveled to Peru regularly on long holiday breaks, summer breaks, and whenever I could steal away for a week to build the business.
As I worked to build the business, I also knew that this was more than just another shoe company, I wanted to start a movement. A movement that inspires people to step into their power and believe that they already have everything it takes to live their best lives. A power that requires bravery to untangle dominant cultural narratives and stories that we have come to believe about ourselves because of programmed data others have told us about ourselves. Well intended or not, when we live our lives according to these stories, we are incapable of truly thriving and achieving the freedom to live our best lives.
We aspire to be a movement that inspires people to step into their power and believe that they already have everything it takes to live their best lives.
Though I’m not sure about other cultures, Western culture certainly has the propensity to reward disconnection from self, other and the planet. The unconscious mantra is, if I just “work” harder and more I can existentially validate that I am important, that I am “good enough.” We work to live rather than live and use work to provide personally and professionally what it is we need to thrive emotionally, cognitively, spiritually, and physically. We live in a culture where relationships can be disposable, and we flit about seeking love and connection when the truth is that what we seek can never be sought unless we are authentically connected to self.
At PASSERI, we aim to be the antidote to self-doubt, anxiety, and disconnection. I truly believe that our handmade footwear serves as a conscious reminder to fearlessly live your best life. Our products are wearable art that reminds us to be beauty, live compassionately, love everyone, know peace, and be kind. It reminds us that we do already possess all that we need to thrive and that we can step into our power and fearlessly bring our gifts and talents into the world such that they not only benefit us, but they benefit others and maybe, just maybe, even the planet.
At PASSERI, we aim to be the antidote to self-doubt, anxiety, and disconnection. I truly believe that our handmade footwear serves as a conscious reminder to fearlessly live your best life.
Our slogans are “Step into your power” and “Come walk with us.” I think these slogans resonated with me because of my own need to step into my power. There were countless times when I would be walking down a street as I was building this business and I would think, “What in the heck am I doing? I have no idea how to do this!!” As I would feel the anxiety set in, I would pull myself together, clock that story and say, “I don’t know now, but I can figure it out.” There were many days when I would have to say this to myself perhaps a dozen times. Remember, I was building this business in a foreign country where I didn’t even speak more than the basics . . . though I tried! That’s a whole other story for another time. The point is, I was clueless about so many aspects of building a world class international business, not to mention a shoe business. What I had to believe in though is that I could do it, and that at different stages of building a business or reinventing the self no one has a clue as to what they are doing and that what I was experiencing was, well just normal.
I was clueless about so many aspects of building a world class international business, not to mention a shoe business. What I had to believe in though is that I could do it.
And here we are, March of 2022 and PASSERI footwear has launched. I’m proud that we aren’t just another shoe company, I’m very proud to be able to bring you beautifully handmade shoes and other wears (coming soon!) that are infused with beauty, compassion, love, peace, and kindness. And I’m very proud that our company is here, to walk with you on your journey, to step into your power and thrive.
Check us out at www.PASSERI.Today to learn more!
Love, Luciana Passeri