Raising 3 million to scale a revenue generating luxury footwear company built on patent pending medical technology mitigating micro trauma to the foot.
Chronic pain is one of the leading causes of opiate usage and abuse. The majority of chronic pain is due to joint damage known as osteoarthritis or soft tissue injuries known as myalgias. Ill-fitting shoe gear contributes to and exacerbates these conditions, most notoriously thehigh heel. E'MAR is a disruptive luxury footwear company focused on mitigating irreversible micro trauma and pain due to high heel usage without sacrificing style. The unique proprietary technology is designed for anatomical redistribution and biomechanical optimization unique to E’MAR. Combined with premium Italian craftsmanship and a prioritized blend of timeless styles, E’MAR is dedicated to the long-term health benefits of each foot wearing our shoe. The technology within E’MAR can be licensed to other luxury brands offering women optimal foot health while purchasing from the brands they love.
E’MAR is on a mission to redefine style and comfort within a $43 billion luxury footwear industry by integrating patent-pending medical technology inside each shoe. Pain is the main culprit of opiate and analgesic usage in the USA. Ill-fitting shoe gear, especially designer heels, cause irreversible foot trauma requiring medical attention and in severe cases surgical intervention. E’MAR Founder and CEO is a foot and ankle surgeon who treats thousands of women with foot or ankle pain and related injuries, many of which are caused or worsened by high heels. In the US, 30% of the population suffers from bunions and 25% have flat feet. The majority of these are women. As a woman and a high-heel lover, she got tired of the statement “just don’t wear heels” as it is not realistic or helpful advice. So, she went on more than a decade-long journey to create E’MAR, Elevated Medial Arch Rebalancing technology, a patent pending for its technical design and style that is the foundation for every shoe we make.
A Market Ripe for Disruption
Women suffer from wearing heels (designer or not), a $43 billion industry, which causes irreversible damage to their feet long term, all due to a lack of effective solutions on the market. What we know:
68% of women suffer from foot and ankle pain directly due to high heel usage, yet 75% of women will wear heels, and one-third of them do so daily. In 2017, a meta-analysis done in the BioMed Central Journal defined “Women know high heels are physically detrimental to foot health, but the right pair of stylish heels can make women feel confident and powerful”- linking psychosexual benefits that offer essential context in understanding the public health challenges of why women continue to wear painful high heels.
There are only 4 key market players in the luxury high industry, and all lack medical technology intrinsic to their design. Consumers are beginning to demand health and wellness integrated into the products and brands they love and buy.
Women have accepted high heels cause pain and damage to their feet, legs, and back but due to the lack of effective solutions on the market are forced to use alternative therapies including topical neurolytics, analgesics, or “tiktok” remedies accelerating foot pathologies.
In 2019, $4.7 billion were spent on pads and straps to increase comfort in heels. Yet none of these optimize biomechanical stability or structural support.
The global high heels market amounted to 43 billion dollars and is expected to grow to $56 billion over the next 5 years. The total global footwear market is $530 billion and is also expected to grow exponentially due to increased disposable income, emerging markets, and knowledge of foot health and wellness.
E’MAR Today
E’MAR has operated in a reserve capacity for over two years as supply chain, shoe line-up, and branding efforts were tested and refined. Below is what was accomplished:
$63.1K in sales in 2022, a 71% increase from 2021, with minimal spending on marketing efforts.
20% increase in year-to-date sales compared to 2022, with comprehensive marketing efforts starting in March.
30%+ of sales are from repeat customers.
E’MAR technology is patent pending. All production molds are purchased and ready to scale to tiered purchasing negotiated with the manufacturer.
Successful channel partnership with Nordstrom with an opportunity to expand.
Seed Round
E’MAR is raising $3 million to expand our proven model and improve key logistical and operational functions to improve margins. We intend to raise the $ 3 million via Y-Combinator Post-Money SAFE with a Post-Money Valuation Cap of $ 15 million and a Discount of 20% using Carta's platform.
E’MAR is raising to expand our proven model and improve key logistical and operational functions to improve margins. With these funds, E’MAR will invest in the following areas:
Customer acquisition and brand awareness through direct-to-consumer marketing methods, trade shows, pop-up shops, and channel partners.
Improve buying power to drive unit costs down for shoes and shipping costs.
Marketing and sales staff to move currently outsourced resources in-house.
Operational support staff to improve efficiencies and prepare for scale.
With the capital raise and planned investment/expenditures, E’MAR projects to be cashflow positive in Q1 of 2025.
Current Structure
E’MAR is a C-Corp and has been bootstrapped by the founder with no material debts.
Capable Management Team
Founder and CEO Dr. Najwa Javed is a Board Certified Podiatrist and Founder of E’MAR Italy. Dr. Javed holds a Bachelor’s of Science in Biochemistry/Ethno-Anthropology from the University of Oklahoma, a Master’s of Public Health in Biostatistics/Clinical Research with honors from the University of North Texas Health Sciences Center, and a Doctorate of Podiatric Medicine from Samuel Merritt University. Dr. Javed has completed a three-year Surgical Residency at VA Palo Alto and Stanford Hospital with a focus on limb salvage. Dr. Javed is the Managing Partner and Division Head of Silicon Valley Podiatry Group, a cutting-edge medical group focused on treatment via technology, in-house digital X-ray, diagnostic ultrasound, regenerative medicine, and cutting-edge surgical therapies to optimize patient health and outcomes.
Chief Financial Officer Stephen Burgess has more than a decade of experience in financial, healthcare, and small business advisory experience in financial operations, mergers and acquisitions, operational improvement, technology innovation, and traditional consulting services. Stephen started on the finance and strategy team for the Advisory Board Company before leading the consulting division of Ancore Health.
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