Today we’d like to introduce you to Teresa Joerger.
Hi Teresa, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Thank you so much for having me! I’m Teresa – a mom and builder at heart. KindlySteps began when I saw how quickly my toddler outgrew his stiff, narrow shoes that didn’t let him move naturally. I wanted to learn all about healthy footwear for children and how I could best support his healthy development. That is why I spent evenings and weekends with pediatric professionals, studies, and parent interviews, and saw a clear pattern: kids’ feet need room to splay and bend, and parents are tired of constant size-ups.
By day, I lead HR and leadership in manufacturing – designing human-centered, data-informed programs that teams genuinely adopt. I brought that same lens to footwear. With designers and engineers, I’ve been prototyping expandable, health-centric shoes for kids, focused on natural (and healthy) movement, comfort, durability, and less waste.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Short answer: no. Worth it? 100%! A few honest challenges and what they’ve taught me throughout my entrepreneurial journey:
• Prototyping: While early CADs looked great; parents and toddlers told the truth. Moving from 3D prints to kids shoes that can withstand wear and tear has been an absolute masterclass in materials and geometry. My learning curve is extremely steep!
• The IP maze: I dove deep in prior art to build responsibly – making deliberate design choices, and involving expert counsel early.
• Two hats, one mission. I design my week for focus, bring in the right partners, and keep progress visible and decisions clear.
Alright, so let’s switch gears a bit and talk business. What should we know?
KindlySteps is a kids’ footwear brand focused on health-centered, expandable shoes for ages 1–5 that support natural movement and reduce waste.
We design for how children actually move: a flexible, zero-drop feel, a wide toe box, and a sole and upper that grow as kids’ feet grow.
What sets us apart is a science-backed, parent-led approach built for growth rather than designing “mini adult sneakers.” We start with pediatric research and real-world playtesting, then translate those insights into practical design choices that let feet splay, bend, and feel the ground.
Right now, we’re iterating on prototypes and preparing small-batch pilots to learn in everyday conditions. While we build, we offer a free foot-health + sizing guide, early updates, and the chance to join our parent tester list.
Brand-wise, we’re most proud of a clear promise and the discipline to keep it: freedom to move, freedom to play, built to grow. If you believe kids should move freely – and families shouldn’t have to size up every few months – we’d love to have you along for the journey!
What has been the most important lesson you’ve learned along your journey?
The most important lesson is simple: build with the child’s foot as the north star. Everything else – materials, cost, timelines, even clever ideas – has to serve healthy movement first.
When I stick to that rule, everything gets easier. I take away anything that doesn’t help toes splay, bend, or feel the ground. I write down what changed and why so we don’t relearn the same lesson twice. I name the tradeoffs – comfort vs durability, sustainability vs price – and choose on purpose. And I build with parents and medical experts, because I learned that real use beats assumptions every single time. When the child’s foot leads, the product gets better, we waste less, and the mission stays true.
Contact Info:
- Website: https://www.kindlysteps.com
- Instagram: @kindlysteps
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