What a Kick: Ross Student Off and Running with Custom Sneaker Business
There’s big money in rare and limited-edition sneakers. But what about taking the concept a couple steps further – all the way to individual, fully customized works of art?
Ross student Jordana Schrager started creating personalized, hand-drawn sneakers for friends while she was in high school. It soon became a business, Sneakers by Jordana, that she has kept up while going to college at the University of Michigan. A junior majoring in art and design, she’s also enrolled in the Ross Minor in Business Program.
Turns out there’s quite a market for colorful, artistic, and individualized kicks. Schrager’s Instagram account, sneakersbyjordana, has more than 10,000 followers. She was recently profiled by Teen Vogue, which calls her “the ultimate DIY entrepreneur.” Her customers have included celebrities Nick Cannon, Selena Gomez, and Pink.
Each individual pair of sneakers features hand drawings of about 15 items requested by the customer. Cost is $250-$400 per pair.
“They are pieces of art that are inspired by you. I connect with my customers to really understand who they are and what they are thinking so I can create a sneaker that brings your ideas to life,” she writes on her website.
In partnership with her mother and a friend, Schrager is also the creative force behind Skicks, a more conventional line of college-themed, licensed sneakers. And yes, they are available in multiple U-M designs.