Staten Island designer launches custom shoe brand inspired by her personal journey

STATEN ISLAND, N.Y. — Yvonne Liao loves a good shoe. Boot, stiletto, ballet flat or chunky wedge, she believes each pair is more than just a collection of fabric and leather. Instead, they are a celebration of heritage and self-expression; a profound symbol of where you have come from and where you are about to go.

“Shoes are the embodiment of a woman’s journey,” noted Liao, designer, shoemaker and founder of an eponymous Staten Island–based footwear brand, Yvonne Liao NYC. “Each pair is a fashion statement, an amazing story, and a celebration of women stepping confidently into their lives.”

For Liao, who grew up in Singapore, her fun, colorful and comfortable designs are a representation of her individuality.

“I come from a very conservative society,” she noted. “And as a young woman I often felt constrained by invisible societal norms, such as modest dress codes that did not allow me to fully express myself. Shoes have always been my means of self-expression.”

A trip to Hong Kong when she was just a teenager opened her eyes to the world of shoemaking.

“I visited my friend’s father’s shoe factory in China,” she said. “The sounds of machines, the smell of leather, and access to the factory’s sample closet sparked my lifelong love for shoes — particularly bold, colorful styles that reflected my rebellious nature and allowed me to express myself when clothing could not.”

In 2013, at the age of 30, Liao left her job as a schoolteacher in Singapore and moved to the United States to study fashion. After earning her master’s degree from the College of Art & Design in Savannah, Georgia, she traveled to New York to complete an internship.

“I fell in love with this city,” she said. “After my internship, I landed a job with a small fashion company, learned about production and a bit of marketing and selling. It was a good training ground for me, but I gradually moved on to work in some bigger companies.”

Still, something was missing.

“I felt very uninspired by the footwear that people were wearing on the streets — muted styles constricting shades of black, grey, brown and white that lack personality and color,” she said.

Liao also struggled to find fashionable, versatile and comfortable shoes that would not aggravate her plantar fasciitis — a painful result of her avid running hobby.

“I imagined creating shoes for women who, like me, wanted fun, unique and comfortable shoes that express their individuality,” he recalled.

So, in 2018 Liao began learning the art of shoemaking and started designing a collection of vibrant mules, sandals, and stilettos.

“Sharing my shoe journey along the way, I realized countless women faced the same challenge,” she noted. “The footwear I created fills a void — each pair thoughtfully designed to transition effortlessly from day to night, blending playful design details, hand-embellished rhinestones, and cushioned red insoles that redefine comfort and confidence.”

Liao said she leans on her friends for inspiration, surveying them for ideas on comfort, style and aesthetic. She defined her capsule collection — which can be ordered online at www.yvonneliaonyc.com — as fun and vibrant.

“Everything is customized and hand embellished,” she said. “That’s what makes every shoe unique.”

In the future, she said she envisions opening a private shopping space that doubles as a destination for events.

“Shoes are a universal piece of fashion that truly bring women together,” she concluded. “I would love to open a space that celebrates and unites women, a showroom of sorts where we can gather, celebrate each other and talk about our journey and the shoes that brought us where we are today.”

Liao is hosting a “Red Friday” sale from Nov 21 until Dec. 7, during which all shoes on her site will be 20% off.

New Businesses in Focus is a column that tells the stories of new Staten Island business owners. If you run a new business on Staten Island and would like to be featured, e-mail [email protected].

Yvonne Liao NYC at a glance:

Website: www.yvonneliaonyc.com

Instagram: @yvonneliaonyc