Meet Lisa Oberst

We had the good fortune of connecting with Lisa Oberst and we’ve shared our conversation below.

Hi Lisa, how did you come up with the idea for your business?
I moved back to the US in 2020 after two years of “nomading” across Latin America; my memories (and suitcases) full of colorful prints from Rio de Janeiro, hand-woven bags from Medellin, Pima cotton scarves from Cusco, leather accessories from Mexico City…

I had all these beauties in the back of my mind when I realized that finding good quality, stylish, comfortable, and affordable women’s shoes in the US is practically impossible. I knew such things existed because while growing up in Brussels I’d hunt down beautiful Greek leather flats and French-style sandals to wear while wandering all across Europe.

Now that I was settling down in sunny Miami, I just couldn’t find appropriate footwear for biking, dancing, walks on the beach, restaurant outings, and simple day-to-day living.

That’s how Womads came to be.

After asking around, it was clear that other women felt this same gap. It was either flip flops (so painful after a few hours), sneakers (not the most stylish option), or slides (ever tried dancing in those?).

In January 2023, I pre-launched the Womads Peep Toe flats (https://womads.co/collections/stylish-leather-sandals). These stylish sandals are hand made from Colombian natural rubber and quality leather, designed by me in Miami, and produced in Medellin by expert shoemakers. We sold out in just a few weeks!

What should our readers know about your business?
What sets me apart is that I’m creating products I genuinely need and use in my own life. As mentioned earlier, I wanted shoes that I could use every day to enjoy all sorts of activities without worrying about uncomfortable or ugly shoes.

Our peep toe flats (https://womads.co/products/burgundy-sandals) are extremely light and flexible. They come in 16+ gorgeous colors and are perfect for both travel or for everyday life. The elastic structure holds your foot securely, the soft leather molds to the shape of your foot, and the design is stylish and versatile. I hand select all our full grain leathers to make sure they are top quality and are vibrant, original colors that will stand out.

The soles are sustainably made from natural rubber obtained from trees in an eco-friendly process (not made of plastic like most shoes). The rubber manufacturer we partner with works with local farmers to help reforest a part of Southern Colombia while simultaneously giving new life to land previously used for growing illicit drugs.

Last year, after hearing from customers, I launched a closed toe shoe—our sleek Oxfords (https://womads.co/products/red-leather-shoes). They are just as comfortable, flexible, and versatile as our Peep Toes. I also launched our very first leather bag (https://womads.co/products/gold-bag); a very practical, hand-free crossbody with a beautiful wavy strap that stands out and is both adjustable and interchangeable.

I manufacture Womads’ collections in Latin America because I have a special bond with this culture, and I wanted to find partners that I could connect with on multiple levels. I also wanted an opportunity to give back which is why I pledged to donate 1% of profits to a charity supporting women in Colombia. I recently asked our community to select between two projects that both provide resources and mentorship to help Colombian women launch their own entrepreneurial journeys. As Womads grows, I’d love to expand our charitable initiatives to support more women in need.

As someone with a marketing background, not fashion or product design, I’m particularly proud that I’ve built something women absolutely love and rave about. Some customers have come back for 5, 6, 7 pairs!

The journey definitely wasn’t smooth sailing! I started Womads in 2022 while working full-time as Director of Retention at a marketing agency. The biggest challenge was finding the right manufacturing partners – it took a full year and so many terrible samples from people who clearly didn’t understand my vision for comfortable, stylish, quality shoes. My advice to anyone starting a brand is to be extremely picky with your partners – they will make or break your business!

Once I found my current partners in Medellin, everything clicked. We launched in January 2023 and sold out in weeks! That’s when I knew we had something special.

What I’m most excited about: I’m incredibly close to my customers – I answer all emails personally, constantly create social media content to show the face behind the brand, and genuinely care about their experience. Nothing makes me happier than direct feedback from women telling me these shoes have changed their daily lives!

Current focus: My biggest challenge now is reaching more women so they can discover these shoes! Paid advertising is expensive and volatile, so I’m exploring boutique partnerships, press coverage, and community building through events like the launch party we had in May, and networking walks I organize every couple of months in Miami Beach.

What I want the world to know: Womads represents something bigger. We’re supporting Colombian artisans, helping reforest land through our natural rubber soles, donating 1% of profits to Colombian women’s charities, and creating vibrant, original colors that help women stand out. It’s about empowering women to live their most adventurous, confident lives!

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Day 1:
6:30 AM walk to the beach to watch the sunrise, go for a swim and maybe do a little yoga on the sand
Coffee and breakfast at Novela in Wynwood—I always go there to work, it’s amazing and the food is delicious
Walk around Wynwood (street art and galleries!)
Afternoon at South Point Park with the acro yoga community—maybe teach my friend a few moves
Wine and cheese at Lagniappe

Day 2: Get Moving!
Morning handstand class or yoga session at Hanu yoga studio
Matcha lattes at Under the Mango Tree (a friend’s local coffee shop!)
Explore the Design District and have lunch at Mandolin or Jaffa

Day 3: Markets & Movies
Yellow Green Farmers Market or Richard is Here Fruit Stand, for fresh fruit, plants, and food
Outdoor rooftop movie in Miami Beach

Day 4: Water Adventures
Rent paddle boards in Sunset Harbor
Dinner at Abbalé Telavivian Kitchen in Miami Beach or Mimi Chinese Miami

Day 5: Jiu Jitsu & Jazz
6:30 AM workout at my Jiu Jitsu gym—Fight Sports South Beach
Go to the Pérez Art Museum
Evening jazz at the Botanical Garden

Day 6: Thai Food & Salsa
Work from and check out Ironside Café—cute boutiques, lovely space, and a great Brazilian coffee shop
Bike ride on Miami Beach, up to 70th Street to grab sugarcane juice
Dinner at Lung Yai Thai Tapas in Little Havana
Salsa dancing at Ball and Chain

Day 7: Pool & Chill
Maybe take them to a Coffee And Chill event (ice baths and coffees or matchas, every other Sunday)
Go work from and have lunch at Upper Buena Vista (delicious Turkish restaurant and great coffee shop and boutiques)
Go play pool at Doral Billiards & Sports Bar

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
The obvious person that comes to mind is my life partner, Nima! We met when Womads was just an idea, and I’ve been able to get it off the ground in so many ways thanks to his unwavering support and cheerleading. He keeps me motivated when things get tough, helps me run our marketing, and pushes me to aim high. He also plays ‘bad cop’ when needed! 🙂

He’s the smartest person I know – the most energetic and driven. With him by my side, nothing seems impossible. As a solo entrepreneur, having someone like him makes all the difference, and I’m incredibly thankful for his support!

Website: https://womads.co

Instagram: https://www.instagram.com/womads.co/

Linkedin: https://www.linkedin.com/in/lisaoberst/

Facebook: https://www.facebook.com/womads.co