Then and now: Blinged-out BootRoxx evolved from its hand-painted prototype. (Photo by Christine Seiber)
These BootRoxx are Made for Walking
(Or running a business, errands, etc.)
Like most startups finding their footing in Reno, Annette Markin and Heather Sallan took their fashion accessory business one step at a time.
They now take those steps around Reno in BootRoxx, a cover they created to infuse new life to a favorite, classic, worn-in pair of cowboy boots. After scrapping a separate shoe idea because of production hangups in 2012, the women behind Taylor Rose Designs are now primed to trot out a BootRoxx marketing campaign.
Longtime best friends and business partners, Markin and Sallan attended a fashion expo in Las Vegas to research shoe accessories. After admiring the exquisitely hand-tooled cowboy boots on display but cringing at their $300-$600 price tags, the idea for developing an item to jazz up an existing pair of shoes came as fast as you can say “upcycling.”
“We both looked at each other -” Sallan began.
“It was literally that fast,” Markin finished.
“We both looked at each other -” Sallan began.
“It was literally that fast,” Markin finished.
BootRoxx evolved since its 2012 inception from a hand-painted Union Jack to sparkly, look-at-me rhinestone designs, more affectionately called “bling” by Markin and Sallan. The product doesn’t offer bling-less options — its point is to let women step out and make a style statement. The product slips off whenever a tamer look is needed.
“I love that I can just have a black pair of boots and then I can put any kind of look I want,” Sallan said. “Then I can go back to my basic boots.”
So far, covers come in black, chocolate brown and indigo. Markin and Sallan are currently developing covers for equestrian boots.
Steppin’ out
At the Dallas expo, Markin and Sallan’s main challenge was grabbing buyers’ attention in a room packed with fashion designers. Their product got passing glances and compliments, but customers only took notice when the duo said they were boot covers, not blinged-out shoes.
“People commented on the quality big time — about how well we’ve done with the way that they look,” Sallan said.
Markin and Sallan left Dallas with orders from two boutiques and sparked interest from a major department store as well as a national Western wear retailer.
From left, Heather Sallan and Annette Markin relax at BootRoxx headquarters in Reno. (Photo by Christine Seiber)
Back in Reno, the women use their feet to do the talking when advertising around town. They laugh as they recalled being mobbed in Starbucks by women admiring their boot-bling. BootRoxx will also be sold at the Reno Rodeo and at the Night in the Country music festival.
The product could someday carry the University of Nevada, Reno, logo. Markin and Sallan recently cleared the first hurdle for collegiate licensing rights, and BootRoxx has garnered interest from UNR as well as the University of Montana.
Markin and Sallan were one of two teams with a physical product rather than a tech or science business focus in Girlmade’s fall startup accelerator program. But the takeaway is universal across all industries.
“Girlmade really forced us to do our research,” Markin said. “In a pitch, you gotta have your facts straight … Especially if you’re asking for money.”
Having a community of female entrepreneurs to seek advice from was a plus, Sallan added.
“We all believe that we’re all going to make it,” she said.
