We had the good fortune of connecting with Eunsook Choi and we’ve shared our conversation below.
Hi Eunsook, what was your thought process behind starting your own business?
In 2017, I relocated from South Korea to pursue a nursing career. The challenges of 2020, especially the pandemic, made me witness the incredible strength and resilience of front-line workers, many of whom were new to nursing. Inspired by their spirit, I felt a calling to create something special for them. That’s when I launched Forgano, a trendy nursing shoe line. ‘Gano’ means ‘nurse’ in Korean. Our brand is all about making comfortable shoes ‘for nurses’, and are designed to let them express themselves.
Social impact: how does your business help the community or the world?
Our business is about bringing trendy nursing shoes to our market. We’ve come to just accept that it’s okay for nursing shoes to lack aesthetic appeal simply because they’re nursing shoes. However, even though there are many “traditional nursing shoes” with diverse designs, quite a few of them still fail to provide a comfortable experience or have other performance issues. Our brand offers elegantly designed nursing shoes that prioritize comfort. We challenge the conventional belief that nursing shoes are excused for being unattractive. We firmly believe that it’s possible to combine fashion and comfort for all the dedicated nurses who are passionate about both style and their profession. Our goal is to provide the most stylish and comfortable nursing shoes to support their performance in the hospital.
What is the most important factor behind your success / the success of your brand?
Having worked as an RN for 14 years, I believe that my firsthand experience is the strongest factor behind my business’s success. I’m not just the creator but also an active customer. Even today, I work 10-12 hour shifts, 3-4 days a week in a hospital and wear my products throughout my entire shift. Many of my co-workers have also tried and worn them all day. This constant use allows me to gather genuine feedback, both from my own experiences and those of my colleagues, who are on the frontline of healthcare. Such authentic insights boost my confidence in our products, making it easier to promote them wholeheartedly. While some critics pre assume that our shoes are stylish but may lack comfort, I stand as a testament to their functionality by wearing them during my demanding nursing shifts. This direct experience and belief in the product is a significant motivator, propelling me to continue growing the business.
How to know whether to keep going or to give up?
For me, persistence is key. As long as I remain committed, I’ll continue to steer this brand towards delivering the best products for nurses and healthcare workers. Since launching the business in June 2022, we’ve undergone several rebranding phases to pinpoint our target market and audience more accurately. Last month we celebrated a successful restock campaign, and we’re already focusing on our next branding initiative and product lines. Of course, like any venture, we’ve faced challenges — whether product-related or others. But we’ve overcome many obstacles and are now aiming even higher than when we began. So overall, I don’t really believe in giving up. I believe if we just keep going eventually we’ll reach the destination.
Work life balance: how has your balance changed over time? How do you think about the balance?
Juggling a full-time nursing job alongside my business means that, at times, my days are consumed with work from morning until night. There have been instances where pressing business matters forced me to utilize my lunch breaks at the hospital. However, my approach to balance is unique. I tackle tasks as they come, focusing on what needs to be done for the day. Contrary to many, I don’t necessarily seek a traditional work-life balance where periodic breaks or vacations are essential. I’m driven by a “just do it” mindset, especially if it’s something I believe needs my attention. While some may perceive my schedule as overwhelmingly busy, I surprisingly still find pockets of leisure time — enough to occasionally scroll through Instagram or watch YouTube!
What makes you happy? Why?
What truly brings me joy is receiving positive feedback and reviews from my customers. It’s the most rewarding aspect of running a business — knowing that you’ve provided a quality product that has met or exceeded someone’s expectations and brought them satisfaction.
Website: www.forgano.com
Instagram: @forgano.official
Linkedin: linkedin.com/in/eunsook-c-b09b9617b