Q&A
Independent Footwear Retailer of the Month
Cheryl Taylor, Associate Editor, talks to independent footwear retailers, Jade and Aidan, of Twinkle Toes in Sheffield.
Q&A Name: Jade and Aidan
Shop: Twinkle Toes, Broomhill, Sheffield
Brands include: TT Kids, Geox, Lelli Kelly, Superfit, Art, Camper Fly London and many more
Q: How did you get into footwear? Tell us about your background and your current business? A: We started Twinkle Toes around 25 years
ago with a background in engineering and marketing. We are a family and all our staff work with each other rather than for each other. Our team currently consists of eight members of staff, which is growing as the business is growing and our staff turnover is very low. Our Shop Manager, who is doing a great job, has been with us for over 12 years. The goal in our store is to protect the foot
health of children and our customers come to us for expert shoe fitting and advice. We also work closely with paediatricians and also get recommendations from GPs for children to get fitted at our shop.
Q: Do you have an online shop or website, and do you use social networking for business? A: We have two online shops! Our main Twinkle Toes website offers all our brands with free shipping and in-store pick up available.
Customers are also able to book in-store or mobile fitting appointments through our website as well, although in-store appointments are not always necessary as we have extra staff on-hand for walk-ins, but at busy times this can be useful to minimise the customer’s wait time. We also have a WhatsApp help line where
customers can contact us for a quick answer to any questions, but also they can speak to us with more lengthy questions. Our other website is our TT Shoes website
where we supply our very own TT Kids brand! This website allows our retailers to log on and order from stock via our B2B service for delivery within 48 hours. We do also use social media such as Facebook
and Instagram for both Twinkle Toes and TT Kids. We regularly post about new stock and in- store offers, and we use it to keep in touch with our customers.
30 • FOOTWEAR TODAY • JUNE 2025
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