November 2012

Jessica is diagnosed with sperminalschmancer, aka terminal cancer with a 0% survival rate and months to live (toughladieskicksass.blogspot.com).  She’s shipped to Hong Kong and starts “palliative” chemo right before Christmas.  Emily assumes wonder woman duty of...

Hey Lady is most proud ofbeing worn on 3 generations at once, and from ages 14-94.

With ZERO design experience, industry connections, traditional advertising, SEO, or asking their mom and friends to like their Facebook page…they grow entirely by word of mouth and ship to 33+ different countries (yay!).

March 2009

Launch online Spring 2009 Wedding collection and begin shipping to brides, bridesmaids, MOBs, and dancing queens.

-An athletic-grade special occasion shoe was born. Emily quits her job the next week. Jessica moves up from LA and gets an annulment while crafting the perfect wedding shoe. During the next 18 months, the girls test shoes salsa dancing.