S3,E8 | Esther Tai: How Machino Became Malaysia’s Go-To Brand for Pretty, Comfortable Heels

Esther Tai is the co-founder of Machino, a fast-rising Malaysian footwear label built on one clear promise: style that never sacrifices comfort. Launched in 2020 with her sister, Amy, Machino took root during the pandemic and has since grown from a home operation into a beloved, community-driven brand. The name itself nods to Malaysia’s diversity, MAlay, CHinese, INdian, and Others, signalling the duo’s intent to celebrate local culture with every pair.  Raised around a mumpreneur and guided by an uncle who runs a decades-old shoe factory, Esther turned a lifelong love of heels into a business with purpose. When jobs were scarce, she leaned on her marketing training and family know-how to learn shoemaking from the ground up, backed by a RM100,000 loan from her parents to get the brand off the ground.  Machino’s point of view is simple: beauty shouldn’t be pain. Each pair is handcrafted by local shoemakers and built for all-day wear with thick, firm sponge insoles, part of a slow-fashion approach that favors quality, made-to-order runs over mass production. Their signature Hana collection, recognisable by its six-petal flower, became a breakout hit by pairing playful design with walk-all-day comfort.  Culture sits at the heart of the brand. Machino regularly weaves Malaysian elements, batik, songket, Chinese brocade into modern silhouettes, and even shoots campaigns at local landmarks. It’s a love letter to home that also feels fresh on city streets.  Growth has followed momentum. After early sell-outs around Raya and a move from their Puchong home base to a Petaling Jaya showroom, Machino opened a bigger flagship in SS18, Subang Jaya in 2025, designed for easier access and a more elevated in-store experience. Up next: a Kuala Lumpur mall presence and cross-border pop-ups, alongside new lines like Mini Machino and Machino Wellness. Through it all, Esther’s leadership feels grounded and hands-on, reviving local shoemaking while building a brand women can truly live in. Machino’s rise isn’t just a retail story; it’s a blueprint for how Malaysian heritage, thoughtful design, and real comfort can scale together.    🎙️ Watch the full episode on Hello Mentor to hear the full story (Link in Bio)   Follow us on Social Media: XiaoHongShu: https://shorturl.at/uVBZO Instagram: https://shorturl.at/hT6wQ TikTok (Hiredly): https://shorturl.at/0gum2 TikTok (Grow With Hiredly): https://shorturl.at/gAObT Dou Yin:  https://v.douyin.com/uQlXc4X0vaY/[email protected]    🎧 Listen and follow Hello Mentor!: http://hiredly.com/hellomentor