INTERVIEW: North East entrepreneur traverses the peaks and valleys of rebuilding a business

As part of Bdaily’s latest feature, Entrepreneurship Week, we sat down for a candid discussion with Simon Bourne, AKA ‘The Shoe Guy’ and founder of County Durham based Hand Dyed Shoe Co. Simon was keen to share his raw tale of entrepreneurial spirit, having fought through adversity to get where he now stands. Read on to find out more…

1. Can you tell us a bit about your entrepreneurial background and where the initial idea of The Hand Made Shoe Co came from?

I always say that I think I became an entrepreneur around five years old. I know that sounds strange because I wasn’t the kid in the playground selling sweets or making money and I never started my first business until I was in my thirties, but entrepreneurialism is about so much more than having a business. Your reasons for starting begin far sooner than a date of incorporation.

The reason for HDSCo came from scrap leather being thrown in the bin from my furniture manufacturing job. I saw an opportunity to use the waste to make smaller things than pieces of furniture and it just took off from there.

I’ve always been someone who loves something a little different. I love a sale rail or a charity shop, as much as I love Liberty of London for its quirk and uniqueness. It was this love of all things different that drove me to create a company where I could design my own pair of handmade shoes.

2. You pitched on BBC’s Dragon’s Den in 2020 to a range of reactions from the Dragons, both positive and negative. What was your biggest takeaway from that experience?

The biggest takeaway was that I did it. I will always feel a sense of pride that I got onto the show and my daughter saw her Daddy on TV. For me, that’s why I applied. I wanted my family to see me do it.

In terms of the reaction, I think all reactions were fair. I’ve used the feedback over the years to develop the brand and improve in areas they picked up on. I wasn’t disappointed not to get an investment, but I was disappointed not to get a dragon.

3. Having been founded all the way back in 2014, it’s fair to say that the business has had its ups and downs. What was it like trying to rebuild the business?

At times, it’s been traumatic. I’ve spent a lot of time unwell since the Covid pandemic started as I battled stress, pressure and anxiety. In early 2022, the business went into liquidation before being rescued after Covid pulled the plug on our sales and debts became unsustainable.

That was a lot to deal with, personally as well as professionally. There were many times I considered walking away from the business, but thanks to the support of my wife and many others, I managed to get myself better and we’re now in a great position to go again.

4. The Hand Dyed Shoe Co. touts an emphasis on sustainability. What does sustainability mean to you?

There’s the obvious things such as the overall operation and health of out planet. But there’s more to it, I think. Being sustainable is about decency. It is about kindness, respect and togetherness. It’s about love.

In respect of HDSCo, there’s obvious contributions such as the fact that we only make shoes for the person who has bought them. There’s no waste. No shoes are discarded or made and unbought. Secondly, when you design your own shoes, you have a sense of ownership and that all important word, love.

You love them and you treasure them. You take care of them. You send them back to us when they’re tired and we fix them up and send them back to you. That’s what sustainability means to me.

5. If you could sit down for dinner with any business figure from history who would it be and why?

That’s a good question. I think I’d choose Phil Knight, the founder of Nike. I just love his book, Shoe Dog. I found it so relatable and this guy founded Nike! But you know what, I’m not someone who looks at these high profile entrepreneurs with any kind of stardom.

We’re all the same, so in many ways, I’ve already had dinner with hundreds of people who I love speaking to. Business owners all have the same things in common. And whether it’s Phil Knight or Mr Smith from the corner shop, I always love the chat.

6. What can you tell our readers about what’s next for yourself and The Hand Dyed Shoe Co.?

Well, firstly my book, Soled Out! is due for release in September. It’s the story of how I built the business, grew it, then lost it and how that impacted me personally in terms of my career and my mental health. I like to think of it as a story for anybody who is suffering, particularly men, and looking for that pick-me-up moment of inspiration.

It’s also for all those people who want to get into business. It’s a real story written by me - no ghostwriter. It’s raw, authentic and honest. So, the first thing for me is publishing the book and then using the story to help others.

As for HDSCo, it’s doing okay. I have plans to grow again over the next 24 months or so and I’m particularly looking to work with brands around the UK who would like to add our experience to their existing portfolio of stock. But, I am in no rush.

My single biggest lesson in all my hardship is to take your time, and let things happen when they’re meant to. Don’t force it. So, that’s what I’m intending to do.

By Matthew Neville – Senior Correspondent, Bdaily

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