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Emily Braidwood

Photography credit: Jacqui Manning

Please give us your elevator pitch:

Backed by over a decade of research we innovate podiatrist-designed comfort insoles that help women wear the shoes they love for work, workouts & the weekend without compromising support, space or style.

What problem is your business solving?

Foot pain is a significant public health challenge due to its high prevalence (approx 77% of the population) and substantial impact on physical, financial and mental health including the inability to work, exercise and socialise. Our mission is to lead awareness in preventative foot health and minimise the need for costly medical intervention through smart, cost-effective products. Additionally, we proudly support disadvantaged women get on their feet through education and employment and we aim to help reduce the environmental impact associated with uncomfortable footwear.

Tell us three unique things about your business:

* The insole market is over-saturated with copycat products lacking innovation, science and ultimately, desired outcomes. I have conducted over 15 years of research and testing to pioneer the Emily Braidwood product lines, encapsulating modern advances in podiatric medicine, sports science, consumer needs and gel technology.

* We hold an international patent on our designs and there is no other product on the market that provides the balanced support structure and gel innovation that we have developed.

* Emily continues to consult clinically to maintain close communication with women in pain to ensure the Emily Braidwood product lines are continually innovated & tested to tick all the boxes

Can you tell us a little about your background and where the inspiration came from for your business?

I am an Australian Sports Podiatrist highly experienced in all things related to human movement and performance, consulting with many of Australia’s elite athletes and high level sporting teams including the Wallabies, Bangarra Dance Theatre and NSW Swifts. As a female practicing within the male dominated sports medicine industry I developed a niche for resolving women’s pain without compromising shoe style. I undertook research to identify the underlying cause of high heel pain and I subsequently discovered that the insole industry had it wrong. After failing to find a ready-to-wear product that I was happy to recommend to my patients, I set out to create a range of innovative products that are reusable, transferable, luxurious and that deliver healthy body alignment and comfort without compromising shoe style or space. .

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