EP41: Claire Burrows, Founder of Air & Grace, the footwear brand created around the idea that women shouldn't have to choose between style and comfort.

This week Jo sits down with Claire Burrows, founder of London footwear brand Air & Grace, to discuss building a business in midlife by solving the style-versus-comfort problem. Claire shares how redundancy pushed her to launch in 2014 after 20+ years in buying, design, and product development, funding early work with her life savings, renting out her home, and borrowing money. She explains developing the patented Tender Loving Air technology with technologist Kevin Ban, including setbacks like rejecting the first production run, running out of money, and later winning a Metro Newspaper competition that enabled a pivot from a failed wholesale plan to direct-to-consumer via Shopify. Claire describes learning marketing, e-commerce, and cashflow management, using consumer events to drive early sales and feedback, and later refocusing online. Her advice highlights investing in legal support and knowledge, keeping teams lean, and trusting red flags earlier. 00:00 Welcome and Guest Intro01:47 Redundancy Sparks the Leap02:39 Finding the Comfort Gap04:25 Building the First Prototype Team08:02 Naming Air and Grace09:21 First Product and Early Setbacks12:51 Tender Loving Air Tech15:03 Funding and Cost Realities16:38 Pivot to Direct to Consumer19:24 Shopify Site and Winning Investment21:04 Learning D2C Marketing and Finance22:40 Money Mindset Shift22:57 First Hire Milestone23:22 Selling Comfort Online23:42 Consumer Events Playbook25:30 Trade Show Chaos Story26:18 Online Focus Tipping Point26:59 Back To In Person27:40 New Product Evolution28:22 Best Selling Flat29:27 Color Range Strategy30:12 Surviving Tough Markets31:51 Streamlining For Growth32:54 Team Culture Energy33:33 Business Owner Surprises34:40 Shoemaking Complexity35:46 Three Two One Framework36:06 Worth Every Penny40:44 Team Size Regrets42:25 Quit Earlier Lesson44:07 Thanking The Technologist45:02 Final Wrap And GoodbyeVisit at https://airandgracelondon.com/Follow on Instagram @airandgraceSupport the showEdited and produced by Jo Glynn-Smith 2025. Recorded at Eight Works Podcast Studios, 1 Dysart Street, London, EC2A 2BXFor bookings: [email protected] Jo Glynn-Smith is an entrepreneur, professional coach, writer, and speaker from London, she is an expert in career transformation and change. Instagram @jojoglynnsmith and @themidlifeentrepreneurContact: [email protected] CREDIT Easy Money by REX BANNER licensed by Artlist.ioPHOTOGRAPHY by JONATHAN GLYNN-SMITH www.jonathanglynnsmith.com