Women Making Impactful Business Moves Heeled by MelRose

Interview by Angela Anderson

Heeled by MelRose, owned and founded by Melvina Spain Doiley, is a fashion boutique that creates an experience that caters to the internal and external needs of women with the use of fashion. Established in 2015, the Healed by MelRose (HBM) brand prides itself on encouraging women to create and embrace their personal style and fashion with fashionable pieces that make them feel fabulous. The fashion boutique of HBM consistently provides versatility and quality pieces to their customers while boosting their sense of self and confidence every day.

What started as an exclusive shoe boutique has grown into a full fashion boutique and lifestyle brand. Heeled by MelRose provides unique statement pieces, a private labeled shoe line, and clothing for women to look and feel their best in corporate spaces, at special events, while enjoying brunch with friends, or attire for a relaxing casual day. The HBD boutique creates a one-stop, feel-good shopping experience.

Heeled by MelRose is impacting women’s lives and continuing to make trailblazing moves in the business world.

Angela Anderson: What inspired the birth of your business?

Melvina Spain Doiley: My love for fashion and heels inspired the birth of Heeled by MelRose. The feeling of a little retail therapy and looking fabulous in your purchased items are really good. I wanted other women to have that experience of feeling good and looking good.

AA: What is the mission of Heeled by MelRose?

MSD: The mission of Heeled by MelRose is to inspire and encourage women to embrace their own style! The mission is for women to learn that there is more than one way to wear and style pieces of clothing and to feel confident in what she wears, whether it’s her favorite piece or a style she is trying for the first time. You must always be confident in what you wear, regardless of your size or shape!

AA: What’s the story behind the name Heeled by MelRose?

MSD: MelRose was the original name. MelRose; Mel is the beginning of my name, and Rose is my mother’s middle name. However, MelRose is obviously a popular name, and I could not use it as my business name, so I added Heeled by. Heeled came from my Christian background and was catching since I originally started the business off with just selling heels. I thought it tied in perfectly to women becoming one with their own “sole”.

AA: What aspect of the business do you enjoy?

MSD: The aspect of the business I enjoy is hearing my customers’ testimonials. It is beautiful to hear them share how they love the items they purchased from Heeled by MelRose. I also enjoy the fact that I’m able to make an impact by giving back to the community and to women who are less fortunate.

AA: What can customers expect from the Heeled by MelRose Brand?

MSD: My customers can expect quality versatile pieces that are affordable. They can also expect realness and the ability to relate to me as a person, a wife, a mother, and a country girl working to accomplish her dreams and not just another business owner.

AA: How would you describe the Heeled by MelRose experience?

MSD: The HBM experience is a unique online virtual experience. All information for sizes, including the use of different models, is available so people can find relatability to their size and body type. In addition, being a part of the VIP and joining the RoseGarden are customer perks that add to the HBM experience, including exclusive discounts that can be used while shopping on the site. Depending on how many RoseGarden perks you have, you can be eligible for FREE item(s).

AA: What advice would you share with small business owners just getting started?

MSD: Make sure to do your research. Research your target audience, research vendors, and research expected expenses. I would also say to have a great marketing strategy. In addition, make sure you have a great support system that will be there to push and encourage you.

AA: What’s next for Heeled by MelRose?

MSD: What’s next for HBM? Hmmm, growth and greatness! I’m working on a few things on the boutique side but looking to grow in mentoring women who are looking to start a business, new business owners, or have been in business for a while and are unsure of what to do. There are a few speaking engagements and interviews in the making, but I am definitely looking to venture into doing more mentorship.

AA: How can people stay connected with Heeled by MelRose?

MSD: Heeled by MelRose can be found on social media @heeledbyMelRose on Instagram, Facebook, Twitter, Pinterest, and TikTok. You can also contact me by email at heeledbyMelRose@outlook. com or visit the website www.heeledbyMelRose.com. Make sure to join the mailing list and text HBM to 833-475-1287 to join the text list. By joining the mailing list, you can save on your first purchase and be in the know about future sales, promotions, and events.