Alright – so today we’ve got the honor of introducing you to David Berumen. We think you’ll enjoy our conversation, we’ve shared it below.
Hi David, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?
I don’t believe in finding purpose. It unnecessarily complicates the simple joy of existing and throws oneself into all manner of existential crisis. But since we end up spending most of our time earning a living, and there are so many choices, I do think it’s important to find a vocation that is personally meaningful.
I tried a lot of different jobs and lived in a few different places. I landed in shoe repair by complete accident. I never felt rushed into a pre-planned future. I gave myself time and space as an adult to figure out who I was and what I valued as I worked in various fields. What I learned directly and indirectly influenced decisions and led me down my current career path.
As long as you are paying your own bills, take your time finding a job that feels meaningful. Or work a really mundane job and find meaning (and purpose, I suppose) outside of work. It’s all on the table. No one option is right. And no job ever checks all the boxes. No matter how much you love doing something, it’s going to piss you off at some point and maybe even on a regular basis. So, I try to embrace the imperfect nature of any career. We are worth way more than what we produce. As scholar Casper ter Kuile says “Life is about the people you meet and the things you create with them.”
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
Valley Shoe Repair is a small brick and mortar shoe repair shop in the old downtown of Yucca Valley, California. We provide our local and national (via mail-in services) community with a vast array of shoe and leather repair services and help people save money and throw away less stuff. We also sell Birkenstocks and high quality vintage and used leather boots, which we refurbish in the shop. We educate customers on sizing, repair, and maintenance to keep their footwear and feet in good condition.
As the only shoe repair shop in a rural area, knowing our customers and seeing them on a regular basis around town and in the shop is really special. We definitely feel like a useful and necessary part of our community in the hi-desert; this is what keeps us going when things are tough.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Know yourself and your strengths and weaknesses. Accurately and realistically imagine the day to day of your business and the likely profitability at each phase. Acknowledging that working for someone else is likely to pay better and be less stressful. Talk to someone with a similar business model to hear their experience. Being self-employed is not for everyone and that’s okay! Here’s a few crucial skills that should be considered in a business owner’s journey:
Financial management: If you struggle with budgeting and saving in your personal finances, managing the finances of a business will be no different and will likely keep you from success.
Self-motivation: Motivate yourself to work on business tasks that don’t directly make you money. Motivating yourself to work day in and day out in the beginning when things are less profitable, or during the slow season, or when you’d really like some time off but have overhead expenses that require you to keep working…
Business basics: It doesn’t matter how skilled you are or how great of a product you have if you don’t understand the basics of running a business including but not limited to personal and business tax liabilities, bookkeeping, marketing, inventory, and profit/loss data interpretation.
If you have these skills, you have a fighting chance at success and profitability in a few years. Take your time in launching your business. Keep that day job as long as you can. Know the financial/health/personal risks you’re taking. Understand that most small businesses fail. And finally, know when to quit. There’s no shame if an idea didn’t work out. At least you had the courage to try something you believed in. Most people don’t. Good luck.
One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?
One of my goals is to create and foster a connection between the footwear industry and cobblers. Most footwear designers and manufacturers rarely see their footwear after prolonged use in the real world. Cobblers are in a unique position in that they see exactly what went wrong and what worked after months and years of wear and are able to provide detailed feedback to create better, more repairable footwear.
There is a growing trend towards well-made and repairable footwear because consumers now see the value in a cherished pair of boots that will be with them for years to come. Not only for the emotional attachment, but because quality footwear made by fairly treated workers is good for everyone, and the planet. Brands that recognize this shift in their customers and act quickly will be in a good position as leaders in this important change. And larger businesses collaborating with American craftspeople to increase sustainability is what more and more customers want to see.
We want to work with small to medium sized footwear brands who want to be on the forefront of this shift and are interested in reimagining their products to be more repairable and longer lasting without sacrificing profitability. We want to partner with brands that are looking for creative alternatives to current practices that are profoundly wasteful.
Many of our customers are willing to pay higher prices for footwear from brands that highlight their commitment to these issues and most importantly, clearly explain why their product is more expensive and why that is good for everyone. Valley Shoe Repair is uniquely positioned to help because we have spent years educating our customers on caring and repairing quality footwear. After thousands of interactions, we know what to say and how to say it. Once someone steps into a quality boot or shoe and understands why it feels so much better than cheaper alternatives, there is no going back and you have a customer for life.
Contact Info:
- Website: https://www.valleyshoerepair.com
- Instagram: https://www.instagram.com/valleyshoerepair
- Facebook: https://www.facebook.com/valleyshoerepair
Image Credits
Carl Rice
so if you or someone you know deserves recognition please let us know here.
