A luxury foot health brand born in Australia, Emily Braidwood designs revolutionary products that champion fashion and function equally.
The brand DNA is firmly anchored in innovation and research with thousands of clinical hours cultivated to meticulously engineer our product formulas. Our company purpose is to empower women to enrich their health, career and lifestyle whilst preserving their body and preventing ailments.
Our core mission is centred around supporting women, and we’re dedicated to helping women step out confidently, comfortably and safely. That’s why we pledge $5 from every online sale and 5% of every retail sale to empowering disadvantaged women through education and employment. Because every woman deserves to thrive in work and in life.
But it was the clashing of a fashionista's dream and a podiatric nightmare that provoked an entirely new generation of insole technology.
This is how it unfolded...
Like so many women on their fairytale wedding days, Emily stepped into a spectacularly chic gown, slipped on a pair of stunningly gorgeous heels, and walked out of her dressing room and down the aisle. She smiled every step of the way...and barely sat down again for the next 12 hours.
It was a daydream fantasy brought to life, but the aftermath was anything but. She bore the consequences of so many hours spent in those fabulous shoes for her entire honeymoon. Every morning in the tropical paradise where she was supposed to be adventuring with her new husband, she woke up with excruciating pain in her feet and weak, aching legs. She couldn’t even scrunch her toes to keep her flip flops on and her calves screamed in protest whilst trying to climb the stairs. So much for evening hikes to soak up the sunset or dreamy morning walks along the beach.
Instead, she spent much of her honeymoon lying facedown on the massage table. Which, ok wasn’t the worst thing, but it was far from relaxation bliss. As a matter of fact, as she lay on the table, she was busy having a breakthrough that would send her on a quest to free women from high-heel foot pain once and for all.
Thinking back at lightning speed through the patterns that had emerged in her decade of clinical experience, combined with the lightbulb clarity from her own present pain - and epiphany struck! It was here she unraveled the science behind "The Stiletto Effect", a revolutionary discovery that cracked the high heel enigma that had eluded researchers and health professionals alike.
The moment Emily returned home she set out to conduct preliminary research to test her theory. With every patient Emily simply asked them to raise onto the ball of the feet. Every patient, male and female, the roll out was evident past 4cm. Emily immediately turned her attention to designing and testing prototypes. She gathered feedback from hundreds of women, until finally she had identified the ultimate footbed formula and features that ticked all the boxes of fit, feel and function.