London's 'Juice Gee' Talks Fashion, Going Hyper-Niche, and Building a Shoe Empire

Juice Gee London

By Austin Miller, Content Marketing Manager

This week we sat down with Jess Gavigan AKA "Juice Gee" a London-based "fashionpreneur" who has passion for streetwear and a soft spot for trainers. Her unique online store SFBK (Small Feet Big Kicks) sells only trainer shoes and targets sneakerheads with smaller feet. With the shoe-space being ever dominated by the likes of Amazon and Zappos, we wanted to know how Juice Gee's been able to carve out her own piece of the pie

Where does your love for shoes come from and how did you get into the kick game?

I got into the kick game through my bf at the time (2007)  and now my best friend. He was mad into kicks and had some of the sickest ones i'd ever seen.. so it spurred from there really!

You’ve got a strong following on Instagram and your account has been featured on several websites. Would you say Instagram is your main vehicle for business?

A lot of my work/business started actually through me being known through Small Feet Big Kicks - as I was featured on an IKEA advert a few years back relating to SFBK and how many kicks I had.

Instagram has only become serious for me in the last couple of years, in which time I started a blog with my friend - "The Unisex Mode." So really the blog and the website are my primary means of business, Instagram comes after.

Was IG (instagram) always the goal? 

IG was never really my "goal" I never saw it as a business opportunity until about a year ago - I was just obsessed with taking photos of friends and stuff I did. I wouldn't say it's my goal, as IG is a fad - it will come and go, and changes IG makes to the app will make it more difficult for people to use it as a means of business. It's nice to have a strong following - and even more rewarding when I meet people in real life that have followed my journey from Tumblr to Instagram to the blog. 

Nike Trainers

How does your personal IG account tie into your shop “Small Feet Big Kicks”? 

I occasionally post images of new kicks we have on SFBK, or any pictures I take of my own kicks as a 'crepcheck' picture i'll occasionally upload to SFBK. 

It doesn’t get more niche than smaller shoe sizes, trainers only, and for females only. What are some of the positives and/or challenges of this hyper-niche approach?

The main positive is it makes people feel like they have somewhere they belong and can have something they are a part of, like a club. It's the one stop shop for cool or one off kicks that you can't necessarily find on the high street.

We started off labeling it as something purely for females - but actually through selling at Crepe City for so many years we have many male customers - from boys to smaller footed males. 

Small Feet Big Kicks

There are so many shops that cater for males and male sizes, so we wanted to create something different - to ease the hassle for people that find it hard to get decent kicks in small sizes!

It also allows us to be the go to for many women in the sneaker scene - for example we are often called on to sell at trainer events all over Europe to be their only female sneaker seller, which is nice that there is that outreach.

On a personal note - having my name affiliated to SFBK also allows me to be the go to for many sportswear brands as a UK female sneakerhead representative. :)

London Fashion Model

Who are your fashion icons?

I love the old hip hop unisex styles of Gwen Stefani and TLC etc but when I look at who inspires me on the daily I look to people around me and bloggers that inspire me. Vashtie, Mercedes Benson, Milocuki, Christina Paik - girls who like to dress comfortably and aren't afraid to just wear menswear like me!

Jordan Shoes

What’s your favorite pair of shoes that you own?

I hate this question!! It's too hard! AM97 Valentine, AM95 Redwood Nike Free Woven Inneva

There’s a big problem with counterfeit shoes in the sneaker business. How do you combat this, and how do you assure your customers you’re the real deal?

I only buy from trusted shops or people i've been buying from for years. Having been in the sneaker scene for many years now, I can pretty much tell a fake shoe (or so i hope! haha) - but also as a brand we have been established for 5 years now - and we've never encountered an issue with fake goods! (touch wood!)


How would you advise other "lifestyle brands” to grow their following/influence in the marketplace?

Stick to what you know, and be you. Don't ever try to be someone else. Don't try to preach too much to people - be real! 

How do you source your kicks and what makes a "good sneaker” in your opinion?

That would be telling!! Wouldn't want to give away all my good spots!  A good sneaker.. nothing too crazy like additional straps or attachments.. good colours.. and premium materials. 

How to Keep Up with Juice Gee



Instagram: @juicegee

Twitter: @juicegee_



Please note that Bookly’s sponsorship of this blog article is not intended to address the specific circumstances of any particular individual or entity and does not constitute an endorsement of any entity or its products or services. This content represents the views of the author, and does not necessarily represent the views or professional advice of Bookly.


5 Ways to Promote Your E-Business Locally

local bar

Promoting Your E-business Locally

Marketers have been loudly banging the Social Media drum for years. Seth Godin even went as far as to say that "Content marketing is the only marketing left." And while the pundits' tend to ring true, they've got a lot of people looking for customers all over the web without ever checking out the gold-mine that is their own backyard. 

In this sense, local promotion is one of the most overlooked growth hacks available to entrepreneurs. And while local promotion might conjure up seemingly medieval marketing tactics—what many business owners don't realize is that promoting your business locally should include a hybrid-strategy of both physical and digital marketing tactics.

To help you out, we've created a simple 5 step guide to help your business carve out its share of the local promotion space.

1. Have a Physical Presence

One of the best ways to promote yourself locally is by having a physical presence. We’re not talking about expensive billboards or flyers that will most likely get tossed. We’re talking about collaborating with strategic business partners and retailers in your area. 

Make a list of local businesses that might be interested in carrying your product. If you’re a service-based business, think of ways you can collaborate with other brands. Giveaways can be an effective way to garner other businesses' interest.

2. Attend Business Events

By attending business events you can help form strategic partnerships and network with local businesses. Anytime you can integrate your service or product with another business, you have a chance to tap into their consumer base and reach a new audience.

KPMG Spark’s, Zach Olson, recently engaged in such an activity with his participation at Ontrapalooza

3. Repurpose Your Inventory

You’ve heard of repurposing your content, but what about repurposing your inventory? Taking a product you normally sell online and presenting it in a new way to unique customers can be a huge boost. After all, foot traffic and web traffic aren’t so different. Think of each walk-in or passerby as a “unique visitor.” 

Pop up shops and farmers markets are great ways to repurpose your inventory. When people go to farmers markets, they go with the intention of making a purchase. Capitalize on that emotion by presenting your product in an appetizing way.

Pop up shops have been an especially trendy businesses tactic these past few years. For the uninitiated, pop up shops are well, exactly what they sound like. They pop up out of nowhere and are only open for a limited time. The temporality of their nature is a built-in sales tactic, forcing the consumer to make quick decisions; knowing that your shop will only be open for a short period of time. 

4. Share Your Expertise

Look for opportunities to share your expertise in a local forum. Find a topic that your company’s an expert at and attend a business conference or host a training session. A food blogger for example, could hold a cooking class to teach people how to make a killer Chicken Pot Pie. This personal interaction provides value, builds trust, and creates an emotional bond. It also gives you a chance to make an organic sales pitch.

Even if you don’t think your industry has mass appeal, consider teaching general business principles. You can host classes on sales, marketing, and investment. Providing value to your audience will build trust which will make it easier for you to convert them into leads. 

5. Exploit the Local Digital Space

When you hear the word “local,” the digital space might not be the first thing to come to mind. But just as people are walking through local shopping centers, they’re also searching for local outlets like restaurants, concerts, events, and services (plumbing, electric etc.). Here are some practical tactics:

  • Create content tailored to local searches. (Google has started to reward locally focused SEO.)

  • Make sure you’re store is registered on Google Maps.

  • Create Facebook ads targeted at consumers within a 10-20 mile radius.