Sticky Heelz's Product innovation wins GBEA award as women fall in love again with heels

Founder Laura Birrell stepped into the shoe products limelight last Thursday, winning the GBEA GoDo Entrepreneur of the Year award for Scotland and Northern Ireland for her dual system anti slip product that’s making women fall in love with their heels and shoes again. Wearable with socks and tights, Sticky Heelz make shoes a perfect fit and take the pain out of staying in ill-fitting shoes that the wearer loves.

The problem Sticky Heelz solves is real. Said Laura, “whenever I left the house I would go through the process of thinking what shoes go with my outfit; how far will I have to walk; when will the pain kick in; what will I need to take - spare shoes or plasters? Then what handbag will I need to accommodate that,” and many shoe lovers will confirm it, as Sticky Heels research shows. Surveying 100 wearers Laura discovered only 18% were happy about the fit of their shoes, indicating a massive 72% were not. The truth is, says Laura, “60% of us have unequal feet, and 33% have narrow feet, and manufacturers only offer half sizes in limited brands.”

Sticky Heelz takes the pain literally out of wearing shoes wearers love because they also reduce blistering. The dual, instantly applied padding system fits the heel and the shoe creating a snug fit that’s comfy all night or day.

“The day I decided I wouldn’t wait for someone to come up with a solution for my shoe problems was a game changer,” says Laura. “It was validation that life begins at 40!”. She had her first child when she turned 43 and started the business trading at the end of 2015. So, to win this award less than two years later is an inspiration for women entrepreneurs and for the business.

Competition at the GBEA Awards was stiff and only a product from an entrepreneur who understood their market could have won. Said Francesca James Founder of the Royal Bank of Scotland Great British Entrepreneur Awards: “the standard of entries has been outstanding, and we hope that winning an award will help give these entrepreneurs the recognition they thoroughly deserve.” Gordon Merrilee’s, Head of Entrepreneurship for award sponsors Royal Bank of Scotland, said: “It has been so inspiring to see the number and calibre of entries this year, which proves that the entrepreneurial spirit is alive and well in Scotland and Northern Ireland.”


For Interview requests and Media Comment contact Laura Birrell, Founder , Sticky Heelz on
Tel: 07876212828

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STICKY HEELZ is a company that has been set up to produce innovative foot care products to improve the fit and comfort of shoes. Sticky Heelz heel pads are patent pending and differ from existing heel pads to actually secure the foot to the back of the shoe. The company now has an invested business partner and we are shortly to release four new products that bring further innovation to off the shelf foot care.