Following her dream was a no brainer for Yeojin, founder of Shadowmove, a shoe brand that will guarantee to boost your self esteem and make you feel like a million dollars. Inspired by Jim Carey. Yeojin is living her dream life, with a passion for design that shines through, it was no surprise that she would make a success of this business. Here, we spent some time with her to find out more…

Tell us about the story that lead you to launching ShadowMove

I wanted to choose what I liked as my lifelong job. From 10 to 19 years old, I did Korean dance. For the first time in my life, I aimed at what I really liked. However, it was inevitable to have to give up that goal because it wasn’t sustainable long term.

Shoes were an item I liked when I was young when I was doing Korean dance. Wearing good shoes creates confidence. After dancing for a long time, my feet hurt a lot, so I wanted to wear comfortable and stylish shoes that fit my sensitive feet.

I thought about it a lot and then I just did it, I launched my own shoe brand. In the course of designing, it became a brand. In fact, the inner meaning of the brand is the expression of ‘I’ walking in shoes with the movement of the shadow.

What sets you apart from other shoe designers?

It is sincere communication with our customers.Through that communication, a 1:1 custom-made method was applied, and thanks to that communication, most of the customers who came to us continue to purchase from our brand, we have a really loyal customer base.

In addition, we create initiatives where customers can directly participate in the brand, giving customers a sense of belonging and fun.

How do you want women to feel when they wear your shoes?

“I want to increase your presence.”

You are special, loveable and charming. Shoes are another way to express yourself.I want to increase my self-esteem through it and also that of the wearer..
Be bold and wear cool shoes right away.

You will definitely want to go out every day.

Since launching the brand, what has been your proudest moment?

“The shoes of this brand are art.

It feels good every time I wear it. It shows how much a designer loves shoes.”

I was happy to hear that. I want you to be happy and increase your self-esteem when you wear my shoes.

When lacking motivation, what quote do you like to read to pick you back up?

“If you write it, then it will come true .”

I sometimes take out and read the authors like Henriette Anne Klauser’s books.

This book is the driving force behind my 20-year-old dream. In this book, the story of actor Jim Carey appears. I was impressed by Jim Carrey’s strong will and passion for his dreams, and I still read Jim Carrey’s quotes.

His passion and conviction excite me. Enough to want to resemble him.

For any aspiring shoe designers wanting to launch their own brand, what advice would you offer?

You have to endure to the end. Just by challenging your dreams, you have already started to succeed. But sooner or later, difficulties will follow. You will doubt your choices, be conscious and afraid of your surroundings, hungry, lonely and stand on the edge of a cliff.

But you have to hold on. You will have to overcome difficult moments regardless of means and methods.

Above all, the economic aspect was too difficult. I was afraid, but I had to put up with it because I didn’t want to give up. In the process, you can find solutions for the future. If you believe in yourself and don’t give up, you will eventually have good changes and opportunities.

Focus on only one dream.

How much did Covid affect your company and what have you had to do to survive?

Sales declined, but nothing more.

I have suffered more than this in the past. That’s when my mental powers got stronger.

“We have to turn crisis into opportunity.”

Now the whole world is difficult. But if you stay still, shadowmove will disappear next year. So it’s moving more and more busily. Thanks to this, more than half of the year-end orders and next year plans are already being filled.

This is what makes crisis an opportunity. When everyone is not moving I move and look for many opportunities. You have to move. Only then can you seize the opportunity.

What does the future have in store for your brand?

I want to remain a brand that people around the world remember and pursue. I am a designer. I am not interested in management. As a designer, I want to design to my heart’s content, and as a designer I want to go towards the end of my life doing the thing I love.

Talk us through an average day in your life?

Not ordinary. I work in the showroom all week. But I don’t think it’s work.

The only time I am healed and inspired is dawn. During this time, I have a relaxing time listening to music while drinking beer, seeing past travel photos, and discovering various artists from all over the world. Film artist, musician, artist. These days I am immersed in classical art. This moment is the happiest and most inspiring for me.

What has been your career highlight?

I would like to say that building the Shadow Move brand is my biggest career success.

This is because ‘me’ is made into ‘brand’.

What does self care mean to you?

I value mental stability. No matter how hard it is, I look in the mirror every morning and say with a smile. “I have no choice but to succeed” and I train myself. There are many more reasons to be successful than to not succeed. I have to trust myself.

Find out more…



Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.

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