About The book and Author

About the book

Shoes of Prey launched in 2009. It allowed people to design their dream shoes online, get them expertly manufactured, and have them shipped to anywhere in the world within two weeks.

The startup broke even at two months, hit multi-million dollar revenues in under two years, raised tens of millions in funding from top-tier investors, had millions of beautiful shoes designed and were shipping shoes to more than 100 countries.

All the metrics pointed to huge scalability. To a huge business. To a huge success. But it didn’t succeed. In 2018 the business failed. 

Jodie tells the truth of what it is like to be at the helm of a global business. From the high highs of besting Karl Lagerfeld on global awards to the low lows of shutting the doors on the dream, join Jodie Fox on a raw journey as she reveals the story behind the story of fashion darling Shoes of Prey. This incredible ride will talk about how to raise capital, build a brand, find suppliers, do business in China and, most importantly, learn and grow from your successes and your mistakes and be ready every day to reboot for the next challenge.


Jodie Fox is an entrepreneur who may or may not make it.

Jodie Fox was a co-founder and the creative director of Shoes of Prey. A banking and finance lawyer by trade and a dedicated creative, Fox created a perfect nexus of the corporate and creative worlds when she co-founded Shoes of Prey.

Shoes of Prey ceased trading in August 2018. Now Jodie Fox is rebooting herself for her next venture. 

In recognition of her work at Shoes of Prey, Fox was a judge at the World Retail Awards (2016, 2017, 2018), lectured the Stanford Graduate School of Business MBA Class (2016, 2017, 2018) and regularly keynotes events including the National Retail Federation conference (2017), Virgin Australia Melbourne Fashion Festival (alongside Renzo Rosso, Nicola Formichetti and Fern Mallis) and the American Apparel and Footwear Association Executive Summit (2016).

Accolades collected by Fox personally include:

  • Two Ten Women In Footwear Industry Impact Awards—Inaugural WIFI Influencer Award (2018)
  • Listed as number six in the Top 50 Australian and New Zealand Women in Tech (2016)
  • Elle Magazine Style Awards—Fashion Innovator of the Year, Australia (2015)
  • Griffith University Business School Outstanding Alumni (2015)
  • Top 30 most influential women in Australian retail (2014)
  • Top 10 Australian female entrepreneurs (2014)
  • Finalist for the InStyle Audi Woman of Style Awards (2014)
  • Cosmopolitan‘s Top 30 women (2013)
  • Telstra Businesswoman of the Year (Australia)—Private & Corporate Sector (2011).