Today we’d like to introduce you to Anna Mastroianni.
Hi Anna, we’d love for you to start by introducing yourself.
I opened SOLE Shoes on August 2, 2001. Twenty-five years ago, I knew nothing about the shoe business, but a buying trip to Bologna, Italy changed everything. There, I discovered exquisite children’s shoes unlike anything I had seen in the United States, and I became determined to introduce them to our community.
Before we ever had a storefront, we sold shoes after hours from my brother’s bakery, Bovella’s. My sister, Lina, and I would cover the bakery counters and transform the space into a little shoe boutique for the evening. My nine-year-old niece, Lauren, stood outside with flyers, greeting everyone with a smile so irresistible that no one could say no. (We also “decorated” every car in the parking lot with a flyer!) That very first night, we sold $600 worth of shoes.
Our warehouse was my mother’s garage, and every sale felt like another step toward a dream. A few months later, a small storefront on Prospect Street—directly across from my brother’s bakery—became available, and SOLE Shoes officially found its first home.
Today, 25 years later, we’re in the East Broad Street location we’ve called home since 2009. Looking back, I’m incredibly grateful for the customers who have become family and for the journey that brought us here. Everything we’ve accomplished has been built through perseverance, passion, and a simple goal that has never changed: to search the world for beautiful, well-crafted shoes and bring something truly special home for the people we serve.
We all face challenges, but looking back would you describe it as a relatively smooth road?
UGH! Where do I begin? It certainly hasn’t been a smooth road.
Just one month after we opened, September 11th happened. Then, within 16 months, the Italian lira was replaced by the euro, nearly doubling the cost of our shoes overnight.
One of our greatest challenges came when a two-and-a-half-year construction project began literally next door. Heavy equipment sat directly in front of our entrance, making access to the store incredibly difficult, and for seven straight months our street was closed entirely. Foot traffic all but disappeared.
Over the years we’ve also dealt with repeated basement flooding that threatened our inventory, structural repairs to our building, soaring shipping costs, overseas delivery delays, and, of course, COVID.
Like every small business, we’ve had moments when we wondered how we’d make it through. But every challenge taught us something, strengthened our resolve, and reminded us why we started in the first place. Twenty-five years later, we’re still here—not because the road was easy, but because our customers kept believing in us, and we never stopped believing in what we were building.
As you know, we’re big fans of SOLE Shoes. For our readers who might not be as familiar what can you tell them about the brand?
First, I’ll tell you my goal: It is to make people feel great, like their best self, because when people feel their best, they walk into an interview with more confidence, dance a little longer at a wedding, smile more often, and greet the world with a little more joy. I’d like to think SOLE is where that ripple begins. We don’t just fit shoes—we help people step confidently into moments that matter, and those moments have a way of touching lives far beyond our front door, who knows how far that ripple will travel.
Now a little about our SOLE:
SOLE Shoes has always been about much more than shoes. We specialize in thoughtfully curated footwear and accessories for women, men, and children, with a focus on quality, comfort, craftsmanship, and timeless style. We search the world—particularly Italy, Spain, Portugal, Brazil, Croatia, Turkey, and beyond—for brands that our customers won’t find just anywhere.
But what truly sets us apart isn’t what we sell—it’s how we serve.
We believe shopping should feel personal. We take the time to get to know our customers, understand their needs, and help them find the right shoe, not just a shoe. Over the years we’ve celebrated first walkers, graduations, weddings, new careers, vacations, and every milestone in between. We’ve watched children grow up and return years later with children of their own.
Our customers often tell us that walking into SOLE feels like visiting friends, and that’s the greatest compliment we could receive. We don’t think of them as customers—we think of them as family.
What I’m most proud of isn’t simply that we’ve been here for 25 years. It’s that we’ve built a business rooted in trust, relationships, and genuine care. Trends come and go, but making people feel welcome, listened to, and valued never goes out of style.
If there’s one thing I’d want readers to know, it’s this: whether you’re buying your baby’s very first shoes or searching for the perfect pair for a special occasion, we’ll care just as much about your experience as we do about the shoes you leave with.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
I came into this with a “build it and they will come” attitude. I didn’t have a business background or a network of mentors before opening SOLE, so nearly every experience became a lesson.
Over the years, my mentors have come in many forms—our vendors, friends, family, fellow business owners, and simply paying attention. I’ve learned just as much by observing people who do things well as I have from formal advice.
If I could offer one piece of advice, it would be this: don’t be afraid to ask questions, and don’t be afraid to say, “I don’t know, but I’ll find out.” There is no shame in not knowing. The only mistake is pretending you do. Curiosity has been one of my greatest teachers, and I’ve found that most people are incredibly generous with their knowledge when they see you’re genuinely eager to learn.
I’ve also learned that networking isn’t really about collecting contacts—it’s about building relationships. Some of the people who started as vendors or business acquaintances have become trusted advisors and lifelong friends. Those relationships have been among the greatest gifts of this journey.
Contact Info:
- Website: https://www.italiansole.com
- Instagram: https://www.instagram.com/italiansole/
- Facebook: https://www.facebook.com/ItalianSOLE/
