Community Highlights: Meet Aida Stenholm of AS Aida Stenholm

Today we’d like to introduce you to Aida Stenholm.

Hi Aida, can you start by introducing yourself? We’d love to learn more about how you got to where you are today.
Growing up in Peru, my parents ran their own little business. We didn’t have a lot of extras but entrepreneurship was ingrained in us at a very young age. I started my first business when I was in elementary school.

My popcorn empire didn’t last long since it didn’t quite meet the policy guidelines of Jose Carlos Mariatlgui Elementary School. A few years later, I started a side business attached to my parent’s shop. When profits started coming in, the very first thing I bought was a great pair of shoes.

I’ve always loved quality shoes and boots. When the timing was right in my personal life to do something new, it was an obvious but in hindsight – ambitious choice. I pitched the idea to my husband and off I went.

The business has changed several times since then but I haven’t regretted it for a moment. I truly love my job.

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?
There is nothing smooth about starting a business – especially in a new industry. I had to learn many hard and expensive lessons along the way.

I had no experience conducting business in the USA. Customs, sales taxes, accounting, licenses, leases, shipping, suppliers, and even customer interaction was all new to me. My very first production run was all the wrong sizes for where I was trying to sell the shoes.

It took years to finally sell or give away all of those size 4 and 5s. I learned and just stayed with it. 2020-2021 has introduced a whole new batch of lessons that we’re still trying to sort through. I think that’s just the nature of business.

Nothing happens in a straight line. I had to listen and adapt.

As you know, we’re big fans of AS Aida Stenholm. For our readers who might not be as familiar what can you tell them about the brand?
We started as a more traditional footwear company. I produced several styles and many colors of boots, heels, and flats and sold them out of my shop.

In the last year, we have completely rethought that process. I now stock leathers that my customers can choose from and I create an entirely unique shoe to match what they picked out. It has been a growth engine. We have also added this with measurement instructions to the website: www.aidastenholm.com.

I am very proud of the quality of my shoes. I cut and sew every pair by hand. I’ll put my shoes up against any of the big names when it comes to the quality of materials and craftsmanship. There is no one in the USA that does this with driving shoes.

If we knew you growing up, how would we have described you?
Life wasn’t easy when I was growing up. We didn’t have much and my parents worked very hard. It was normal for the kids to help out in the family business so I started working at a pretty young age.

I was always inquisitive, though. I stuck my nose in all sorts of places that it didn’t belong. There was no fear of taking on new tasks. I would just jump in and do the best that could.

Pricing:

• Pricing depends on the specific leather and style choices but ranges from $300-$600.

Contact Info:

• Website: www.aidastenholm.com
• Instagram: @aida.stenholm
• Facebook: Aida Stenholm
• Twitter: Killasumaq by Aida Stenholm
• Youtube: Aida Stenholm