Cross country and track evolve into an annual half-marathon tradition.  Lots of lost toenails, bleeding blisters, and even broken toes and medical boots don’t stop them from dancing it up.

-Emily witnesses firsthand “shoe graveyards” at multiple weddings, where everybody leaves them to die in a pile while they dance barefoot.  It’s not the good kind of dirty dancing.

-Jessica blacks out from the blindingpain of dancing in fancy designer shoes until 3am and has to be “that girl” carried to her room.  The next day, all 9 of the Vegas bachelorettesmust buy “hangover” shoes because their feet had swollen 1.5 sizes up.  The twins realized they were not alone.

-An athletic-grade special occasion shoe was born. Emily quits her job the next week. Jessica moves up from LA and gets an annulment while crafting the perfect wedding shoe. During the next 18 months, the girls test shoes salsa dancing.

With ZERO design experience, industry connections, traditional advertising, SEO, or asking their mom and friends to like their Facebook page…they grow entirely by word of mouth and ship to 33+ different countries (yay!).

Jessica is diagnosed with sperminalschmancer, aka terminal cancer with a 0% survival rate and months to live (toughladieskicksass.blogspot.com).  She’s shipped to Hong Kong and starts “palliative” chemo right before Christmas.  Emily assumes wonder woman duty of entire business for the next 2.5 years.

Shoe debuts on the Oscar and Emmys red carpet circuit.

They celebrate being named WWD/Footwear News “Ones to Watch”.

Jessica makes an unprecedented recovery, officially declared a dancing “medical miracle”. Checks off the I’m Aliiiiive Bucket List by dominating Yosemite’s half-dome, a sprint tri, and Tinder in two weeks.

Jessica hits a wall, takes an indefinite business pause, and eats her guilt in bed

Meanwhile there is something called Google Mobile-geddon and Facebook-pocalypse.

PTSG Post-traumatic growth period. Emily & Jessica reflect upon the meaning of life and the future of their company baby as if they really only had a few months left.  Who, what,and why is Hey Lady?  Just shipping shoes was no longer fulfilling.

They decided they wanted the “total package”-the new trophy wife, their Amal Clooney, and they were willing to work and wait for it.  Shoes with beauty, brains, personality, and most importantly heart.

Get ready to travel the world with us- walking on cobblestones, climbing cliffside towns, running through airports.  We’re real world testing it all for the next dream collection.