What’s Good? Natalia Rodriguez, Founder of Poseedora*

Natalia Rodriguez, Poseedora*

Shoes are quite universal. As long as you’ve got feet and an eye for style, a shoe can be your best friend. Forget diamonds, ladies. Shoes get you from point A to point B. They’re faithful to your attire. They protect you, yet allow you to express yourself as you see fit. They love you no matter if your dress size reads “2″ or “20,” and they will always fit. Though at times, much like people, shoes see their bad days. They are created without flair and left to sit on the shelves sans attention. They are tired, old, and rugged. They need a makeover.

Just when it seems like there’s no hope, in comes Poseedora*, a shoe design company based in the Dominican Republic that adds a whole new twist to the “green” movement with purples, blues, pinks, and a whole lot of fierce. A “Pimp My Ride” for shoes,  Poseedora* takes old and/or lackluster shoes and turns them into something beautiful and amazing with vibrant colors and other fascinating detailing. But make no mistake: behind all the sparkle, ribbons, and paint, there is an incredibly smart, saavy, and super down-to-Earth businesswoman at the helm who has been working her magic on shoes and clothes for years.

Natalia Rodriguez, the Founder and creative genius behind Poseedora*, took some time from her schedule to let me pick her brain about her creative process and how this amazing idea came into being. So today, take a minute and put yourself in someone else’s shoes as we find out What’s Good with Natalia Rodriguez of Poseedora*!

Why “Poseedora”? Where did this name come from?
The name “Poseedora” comes from the verb “poseer” in Spanish, which means to own or have something. In this case my brand’s tag lines is: “Poseedora de estilo”, which means “Poses style”, referring to the women that wear my shoes, they possess style.

BEFORE

How long have you been professionally renewing/renovating shoes?
This March it’ll be my first anniversary.

AFTER

Where did you get the idea to do this?
It all started due to my compulsive shoe shopping. I remember I use to buy expensive and cheap shoes at least once a month. Once, I bought a pair that only lasted a week. Since I still liked them, I started pasting pieces of cloth and recycled materials onto the shoe. People in the streets loved my work so I finally decided to work with my brand as an independent artist.

BEFORE

How does your family life/upbringing relate to your work?
I think my older sister has been my biggest influence in the art field. She’s majored in furniture and interior design in Spain.

AFTER

How did you learn to work with shoes in the way that you do? Do you have technical training in this art?
I majored in advertising and communication in my country, which gave me some basic knowledge about creativity and design. When I finally decided to go all the way with Poseedora I contacted a shoe man that gave me technical training in shoes and was kind enough to allow me to freely use his workshop.

BEFORE

Do you conduct your work based on client requests or independently? Both?
I would say a little of both. According to the clients preferences I design something and by watching how my clients dress I get ideas on what to propose.

AFTER

Do you do all your work alone or do you have others who help you?
I have a small crew that helps me.

BEFORE

What is your source of inspiration when you start a design?
All the things that surround me, usually colorful and bizarre objects. I also take into consideration the latest [trends] in fashion.

AFTER

Have you noticed any specific trends in shoe design that you really like?
Right now, the bigger the better. I love ankle booties, the “Pretty Women” knee-high boots and asymmetrical wide straps.

Natalia modeling her work

What about those that you hate?
I would probably never wear Crocs. They may be comfortable, but they are hideous. They look like Jason’s mask [from the horror movies]!

BEFORE

Do you do any other creative work outside of shoe design?
Yes, I’ve tried “pimping”"purses and clothes. [laughs]

AFTER

What are some of your favorite shoe designers/labels?
Betsey Johnson, Dior, Gian Franco Ferrer, Christian Louboutin and Agatha Ruiz de la Prada.

BEFORE

Do you have a specific design space to do your work?
I’m currently building my workshop.

AFTER

Do you listen to music as you design? If so, what style(s) of music? Any favorite songs that help you stay focused and/or inspired as you work?
Yes, I like to listen to music while I work. It keeps me going [laughs] I listening to anything from Beyonce, Madonna or Shakira to Kaskade, Desyn Masiello and Ministry of Sound. I usually listen to mellow AND upbeat tracks.

BEFORE

I noticed that on your site, you have this as one of the key elements of your work: “ El proyecto funciona bajo el lema de: ‘recicla y reusa lo Viejo’” As recycling and sustainability are an important part of your work, has it expanded beyond shoes?
Poseedora‘s recycling and reusing of can be applied in many objects. I have clients that hand me down simple dresses and t-shirts to redesign them just like I do with shoes.  I posted in my blog some pictures of these projects, but I admit I preffer working on shoes.

AFTER

What is your overall goal(s) in relation to Poseedora?
I’d like to work designs for men, become a local well-known brand, and eventually create a belt collection.

Natalia modeling her work

Can you re-designed shoes be found outside of the Dominican Republic?  If not, where can they be found in the DR?
The shoes I have on sale are here, in the Dominican Republic. Since my work is very personalized, I have no merchandise in stores yet. People contact me through e-mails or other client’s references of my work. Others have seen me in local TV or read my magazine articles and interviews. However, I’d work for anyone outside the country, so long as he/she were willing to pay for the shipping and handling! [laughs]

Check back here soon for more Poseedora* pics!!!

- Retail DJ

Tags: natalia rodriguez, poseedora, what's good?, what's good? poseedora