VASE is a family business that has attracted the attention from various media outlets like Univision, Miami New Times and Miami Herald with its innovative initiative. It was founded by two sisters and a friend who joined forces to create a unique footwear that has managed to sell 5000 pairs in one season. These initial sales numbers are important for an up-and-coming women-owned small business to gather attention from big events, and such was the case when the renown Ultra Music Fest gave them the rights to sell their dazzling shoes at their event.
From its very beginning, VASE has been a lifestyle brand that has presented their LED Light Sneakers as their main product. The brand’s objective has always been to motivate people to have self-confidence. The main store was so innovative that it operated as a showroom, gallery and pop-up store for VASE and other partnered brands. Victoria Sain, one of the co-founders, acquired the role of creative director from June of 2015, and she was the one responsible for designing and developing the LED Light Sneakers brand, as well as taking command of its aggressive and visually appealing marketing campaign and concept store. “I designed this store in a remodeled food truck that operated as showroom, gallery and pop-up store for VASE and other partnered brands”, Sain claimed.
Victoria commented, “As one of the first pop-up stores in Miami, we were hired by Uber Rider’s Lounge to sell our LED Light Sneakers at the Ultra Music Festival, which is one of the most important music festivals of the country. People from all over the world fly in to Miami to attend this festival. We were the hottest product of the festival because both the type of music and the audience made a perfect match with our Sneakers.”
While being one of the first pop-up stores in Miami, VASE was invited to sell at Faena Bazaar, Uber Rider’s Lounge at the Ultra Music Festival and other places within the city’s arts and culture scene. With this strategy, the brand managed to sell more than 5000 pairs in a period of 3 months, which is why everyone is waiting on the edge of their seats for the next product with which they will impact the market once again. We are hopeful that their initiative will include other major cities like New York, Los Angeles, Washington D.C., Houston and Boston.
