Meet Ten Little: a startup offering physician-approved kids shoes that actually fit
In the News. Feb 21, 2020
New moms and former Jet.com colleagues, Fatma Collins and Julie Rogers quickly became aware of one of the trickiest parts of early parenthood: Finding shoes that fit your toddler. Determined to end the constant ordering, or reordering of ill-fitting shoes, the duo were inspired to launch Ten Little. Ten Little is a children’s shoe company aiming to solve this problem with the perfectly fit and physician-approved $39 shoe.
“As a new mom, I found myself struggling to determine which shoes would support healthy development and which sizes were right for my daughter,” Fatma Collins said. “When she was about to walk for the first time, I measured her foot, ordered what should have in theory been the right size, but when they arrived, I couldn’t even get her foot in the shoe. From there, I ordered multiple sizes and styles, and guessed which one might be a good fit by pressing on her toes and looking at the heel, while trying to convince my daughter to stand still through all of this. With an impatient toddler, that was, of course, impossible. In the beginning, I didn’t necessarily think this was a problem. I had assumed I was the problem-a new mom who hasn’t yet figured it out.”
Collins talked about her struggle with her now co-founder Julie Rogers who shared her experience had been no different. She went on to speak with other mom friends and realized that they weren’t alone.