Jodie Fox

“I was solving a problem of my own, hence the idea to create special bespoke shoes for every woman.”


Jodie Fox (1984) was listed among the top 30 most influential Australian women in retail for 2014 at the age of 30 by the magazine Shoes String. This is one of Jodie’s achievements thanks to the great intuition she had in 2009 when she launched the online retail website Shoes of Prey, based in Sydney. “Shoes of Prey is a website where women can design their own shoes,” explains Jodie. “I was solving a problem of my own – I’ve always liked shoes but I never loved them because I couldn’t find exactly what I was looking for: the right color, the right heel height and so on. When I was traveling I found someone from whom I could commission shoe designs. My shoe collection became really exciting, and my girlfriends asked me to create shoes for them too.” Living in the Sydney suburb of Surrey Hills – the city’s main center for wholesale fashion activities, with a mixture of residential, commercial and light industrial areas – Jodie likes spending her days at her favorite café, Single Origin, having breakfast at Kitchen By Mike and cultivating her great passion for design, wine and, of course, fashion. “I’m passionate about inspiring a light in other people,” she says, “and I see my next 10 years being spent on my business, working hard to improve it and hopefully being surrounded by my own family.”

Photos by Paolo Mazzo, Milan, Italy


Published in the hard-copy of Work Style Magazine, Fall 2014