Gabriela Machado is the founder of MOMOC Shoes , a shoe brand based on the two concepts of luxury and sustainability, with a clear objective: to bring the sustainable and vegan world closer to women. Her project was one of the latest winners of the 2019 Community of Madrid Women Entrepreneurs Award.

The founder of Momoc decided to take the plunge into entrepreneurship after five years working at EY in Luxembourg in international taxation. Specifically, Momoc was born during a trip to New Zealand, which, according to Gabriela herself, changed her way of seeing the world and led her to take the step of creating her own footwear brand that pursues the values ​​of sustainability, transparency, and social and environmental responsibility.

Machado looks forward to 2020 with enthusiasm, where he will continue to contribute to changing consumer awareness.

Your company, “MOMOC Shoes,” was one of the award-winning projects in the 2019 Emprendedoras award. Why MOMOC Shoes?

We're incredibly proud that Momoc was awarded second prize for creating leather-free shoes and supporting local suppliers. Our shoes are not only vegan but also sustainable. They're made in Elda, Alicante, known worldwide for producing high-quality shoes. We've united two worlds: luxury and sustainability.
The 2019 Women Entrepreneurs Award has been a real boost and has filled us with hope and energy to make Momoc a true success and to continue fighting for what we believe in.

What is the value proposition?

Momoc stands out for its feminine, original, and unique designs, as well as its comfortable shoes. We want to bring the sustainable and vegan world closer to all women; you don't have to be vegan to wear vegan shoes! Momoc shoes are eye-catching, and their added value is the recycled and eco-friendly materials of Spanish origin.

The main sustainable materials we work with are: recycled cotton and polyester textiles, pineapple skin (from supplier Piñatex), 100% cotton velvet, 100% breathable chrome-free eco-friendly synthetic, recycled wooden heel, and super-durable recycled tire sole.

Most of our suppliers are Spanish, thus supporting the national economy and fair trade. We are a 100% Spanish brand.

Our products and materials are certified by the international PETA vegan seal, the Global Recycling Standard, and Oeko-Tex.

We don't believe in mass production, so we've taken a sustainable approach by producing limited editions.

We love it when our customers tell us they're stopped on the street to comment on how original our shoes are!

Sustainability is the foundation of your business. How does that sustainability apply to the entire footwear and company production process?

Momoc focuses on three issues that we consider extremely important: the CO2 footprint, water consumption, and avoiding the use of plastics.

Our suppliers, factory, and warehouse are located just a few kilometers away (in the Alicante area), thus reducing our transport footprint. Manufacturing with recycled materials also minimizes CO2 emissions.
Regarding water, our goal is to reduce water consumption thanks to the environmentally friendly and recycled materials we use.

Sustainability extends to the very end of the production process. We've designed plastic-free packaging, an original and unique bag-box made from reusable organic cotton and recycled cardboard and paper.

On social media, we help generate a positive impact by promoting sustainable actions and raising community awareness (for example, the importance of reducing the waste we generate and encouraging people to take at least one sustainable action every day).

What qualities have stood out in you as an entrepreneur to be able to carry out the project?

I do need to think about this question a little more. Looking back, I spent five years working as an international tax consultant in Luxembourg at the consulting firm EY. While there, I took a three-month leave of absence to travel to New Zealand (a country with fascinating natural landscapes), which changed the way I saw the world and prompted me to launch Momoc.

I confess I've discovered qualities I didn't know I had. I believe patience is essential for starting a business, as is keeping a cool head so that when a problem arises (basically every day), you know how to find quick solutions. Getting along with people and knowing how to manage professional relationships with empathy is another quality I consider important when starting a business. And knowing "that I know nothing" is essential: having your ears wide open to listen. I always say that Momoc was created by the sum of those people who have given me advice (and very good advice!).

What is the profile of MOMOC Shoes' customers and why are they loyal?

Momoc's customer profile varies widely, from age to taste, but they all find unique and distinctive shoes at Momoc.

They gain loyalty primarily because of the shoe's design and comfort, and because they are limited editions, making them practically unique. Many customers share similar values ​​to Momoc's, which is why they prioritize buying sustainable, quality shoes over choosing a fast-fashion brand.

Sustainable fashion: is it a fad or is it here to stay?

I sincerely believe it's here to stay. We need an alternative to fast fashion to reduce the pollution footprint we're leaving on this planet. I believe we should be sustainable in every aspect of our lives, from what we eat to how we dress.

By 2050, it's estimated that there will be more than 9 billion people living on this small planet, so each of us should, starting now, do our part and raise awareness about what we consume and how we consume it.

What has been the most difficult moment you've had to go through with the project to date?

Phew, there have been many, and there continue to be. Entrepreneurship is certainly a path fraught with obstacles, but as you overcome them, one by one, you experience an enormous satisfaction that makes up for all the complexity.

If I had to choose just one, it would be the beginning. I also had to deal with how difficult it was to find a manufacturer who would listen to me (I had meetings with many, and they all said they wanted to work with me, but then they wouldn't pick up the phone, and our agreement was stuck in limbo—and all of this being managed from Luxembourg became complicated). I remember the first showroom opening in Madrid to present the brand, and two hours before the merchandise had still not arrived. I felt a sense of anguish I'll never forget. The merchandise arrived half an hour early, and the showroom was a huge success, but those hours beforehand were horrible.

What is the future of MOMOC Shoes?

The 2019 Women Entrepreneurs Award has given us a welcome boost. We're primarily focusing on the Momoc online store, which offers worldwide distribution. Many customers also asked us about a place to try on shoes, so, listening to their feedback, we decided to open a space in the Malaca (Spanish fashion) store at Paseo de la Habana 23, Madrid. We're delighted you're coming to visit us!

Sales in 2019 have increased by more than 40% compared to 2018, and the goal for 2020 is to double sales. This will be achieved through strong online marketing and collaborations with influencers who are committed to sustainable and vegan issues.

We run campaigns to help animal sanctuaries and reforestation. This Christmas, we launched a "Give a shoe and sponsor a primate" campaign (in collaboration with the Rainfer Center), and it was a success.

We're excited about 2020 and the shift in consumer awareness. One in three now value where materials come from, where and by whom products are manufactured, and whether a company upholds ethical and environmental values.

We encourage all readers to take sustainable actions in their daily lives, no matter how small. It's a positive change!