Elmwood Village Shoes, The Walk Shop and Sole Terra Shoes create value for patrons through service, quality, and experience.
May 6, 2025
BERKELEYSIDE — Not content to be merely a walkers’ paradise, Berkeley has emerged as an enclave for specialty shoe stores. Home to at least half-a-dozen independently-owned shoe retailers — each with a distinct sensibility — as well as three shoe repair outlets, Berkeley offers walkers a wealth of options for lacing up in style and comfort while supporting small local shops.
“Shoes are something that people like to come into a store to touch and feel and get professional help with,” said Jason Kohn, manager of Elmwood Village Shoes. “We offer a personalized experience. We measure feet and make recommendations — often it’s something that someone hadn’t thought of before.”
Owner Mark Freeberg opened Elmwood Village Shoes at its current location in Berkeley’s Elmwood District (College Avenue near Ashby) in 1991 as a Euro shoe store. In the footwear industry, Euro shoes refer to those manufactured by high quality European vendors. They tend to have cushioned bottoms, oblique toes and robust arch support, lending the shoes comfort for anyone who has to be on their feet a lot. Today, the selection at Elmwood Village Shoes includes pairs from Josef Seibel, Ecco, Dansko, Pikolinos and Naot.
“We get a lot of customers who are looking for a comfortable sandal or walking shoe for a vacation but don’t want to have to pack too many pairs,” Freeberg said. “Often people come in and we can find them something that offers all-day walking comfort but also looks good for going out to dinner at night.”
Having the right shoes in the right sizes is part of how Helen Reid, owner of The Walk Shop on Vine Street in the North Shattuck district, keeps sales steady in an era of e-commerce.
“We take great care to have product in stock so that people can get their shoes right there at the time of purchase,” Reid said. “Our focus is on making sure that the top 20% of our styles are always in stock in medium and wide widths.”
Reid handily recited her best sellers — the Hoka Gaviota, the Dansko Paisley, and the Ariel and Beast by Brooks — displaying intimate product knowledge that’s characteristic of the small business owners interviewed for this story. When Reid, a former shoe sales rep, purchased the store in January 2021, she conducted a thorough demographic assessment to ensure the product assortment matched the footwear needs of Berkeley residents.
“The population is really well educated, and they tend to be incredibly practical shoppers,” she said. “They come in with a need, like ‘I’m going traveling and need shoes I can walk miles in.’ That’s how I choose what I’m bringing into the store.”
Reid also partners with podiatrists, recommending them to customers with severe foot pain and accepting referrals from podiatrists who point patients her way.
“Many people come in because they’re in pain, and have accepted their fate, thinking they have to wear ugly shoes,” she said. “However, we can get them in something they feel good in that is both comfortable and stylish, and boost their confidence. It’s the most fun part of the job!”
More comfort for feet: Innovations to support foot health aren’t just the domain of podiatrists and retail store owners. In West Berkeley, advanced materials startup Arris Composites makes carbon-fiber insoles to help people be more comfortable on their feet all day.
Released last year at the New York City Marathon, their Aurorra by Arris “super insoles” are built with the same elite performance materials previously exclusive to high-tech athletic footwear. They earned the American Podiatric Medical Association Seal of Acceptance for supporting better foot health and mobility and are being piloted by the City of Berkeley Police Department, among others.
Carol Fabretti, owner of Sole Terra Shoes on Solano Avenue at Modoc (formerly known as Shoes On Solano), takes small-business-owner product knowledge to the next level. In addition to offering a wide range of comfort brands, such as Dansko, Birkenstock, Taos, Blundstone and Olukai, she imports her exclusive private label shoes and handbags, under the Sole Terra brand, which she established over 10 years ago.
“We couldn’t always find what our customers wanted in the market,” Fabretti explained. “Brands would drop their best-sellers; some went out of business.”
Today, the Sole Terra brand’s shoes and handbags, which are sourced from shoemakers in Spain and Portugal, make up 30% of the business’s sales. Fabretti’s innovative fusion of fashion-comfort footwear and name-brand favorites tailored to the local market is evident at both her stores — Sole Terra on Solano and its sister store in Oakland.
All the individuals interviewed for this story agreed that support from the Berkeley community has been a major component of their success.
Karen Poyatos, buyer for Elmwood Village Shoes, spoke about the collaborative spirit of the local business community. “It’s not a competition because we’ve got different things,” she said. “We help each other.”
Village Shoes is next door to a physical therapist and custom orthotics store, LaFoot Plus, Poyatos pointed out. “We’re both shoe stores, but we’re totally different. We complement each other.”
“60% of our customers are repeat,” said Reid. “The other 40% is people finding us for the first time — and then they’ll become repeat customers too,” she said.
Reid said that locals recognize the contribution that independent, small shops make to the city’s vibrancy. “The Berkeley customer gets it. They understand the importance of supporting their community. That’s why it’s easier to have a business like ours here than it is in other places.”
“Berkeley customers are so loyal,” Fabretti agreed. “They understand the value of small business. Part of the reason we’ve been so successful is the Berkeley customer. They prefer to come here first.”
WHAT NEXT
- Support local businesses during Small Business Week by shopping in Berkeley’s unique commercial districts or supporting green certified businesses.
- Learn about financing options for small businesses at the 2025 East Bay Capital Summit (May 7).
- Visit the Discovered in Berkeley Stories page to find more articles about inspirational local businesses.
