2020

THE WORLDWIDE REVOLUTION IN SHOELACES STARTS WITH VLACE

Viola Weller, founder of VLACE, Ludwigshafen
Our founder is currently in the last semester of her master’s degree and is working on VLACE at the same time.

VLACE has been online for two months now and we have already been able to sell 600 pieces online and in selected boutiques. At the moment we are working on the next collection and are eagerly awaiting our next order, which will include new colors. We are currently working on becoming known throughout Germany and being able to sell VLACE in more boutiques.
The product
VLACE are satin shoelaces that consist of 8 different colors. They are 2,2 cm wide and 140 cm long. There is a gold brass head at each end. The head is engraved with the VLACE logo. VLACE are always sent in a black gift box. The gift box has the gold logo and a black bow.
The motivation
The global revolution in shoelaces begins with VLACE. Our goal is to change the image of the boring but necessary shoelace. Shoelaces no longer only serve one purpose, but are selected pieces of jewelry that should be chosen carefully and worn with confidence.
 The idea
One early evening in December, I was walking through Central Park in NYC. Hundreds of white sneakers passed me that evening. They differed in the most minimal of details and I noticed that they all wore the same drab cotton laces - boring. Its wearers tried so hard for individuality and forgot a small, but not to be overlooked detail. The idea of ​​VLACE was born - on a cool December evening in New York.
The challenge
The biggest challenge at the moment is the Corona Pandemic. Although VLACE is mostly represented online, the exchange with other founders is of immense importance. In addition, it is more difficult to place VLACE in retail, since many shops are in a difficult situation and the owners therefore do not want to dare to try new things.
The current status
At the moment I (Viola) work mostly on my own on VLACE, but my family and friends are always at my side with good advice. I have now teamed up with other great founders and we help each other with videos, pictures or the design of the web shop. I'm currently working on promotions for the run-up to Christmas. In addition, new colors of the satin shoelaces are on the way, which I am very excited about. I'm currently also working on the next collection, which will also be exciting for men. In addition, I deal with the nationwide brand awareness of VLACE, I contact magazines, radio stations or deal with Facebook ads.
Personal advice to founders
I learned a lot during my time at VLACE, the most important thing is the exchange with other founders, as well as with friends and family. However, with all the advice and tips, you should finally listen to your own gut feeling. The exchange not only gives you fresh input, but also has fun sharing your own project with lots of other creative and exciting people. In addition, you shouldn't deal with a complicated business plan or long-term planning forever at the beginning - learning by doing. Stand 100% behind your idea. Just put the idea into reality which you really stand behind and which you are passionate about.