Telegram - Serving Metropolitan Detroit Since 1944

Fashion is a subject that can be recognized throughout all corners of the Earth. Every group in some way, has their own unique idea of fashion; which could be accepted or denied all the same by another area. This can be a frightening factor when it comes down to fashion. Some can be denied without being given the proper opportunity.

Sierra Latrice has experienced growing up without that fair opportunity in the fashion world. Sierra grew up with bigger feet than her peers. Causing her to feel left behind in comparison. Sierra's solution for this problem was simple, but required a stretch of leg work. At a young age, she decided the best course of action was to get the job done herself. This is how Rejuvination Shoes have come to life.

Rejuvination Shoes is Sierra's answer for stylish and affordable footwear for herself, and the women who share her issue. Specifically women who wear sizes ten to fifteen. It was the idea she conceived as a teenager, and the company she founded as an adult.

To the untrained eye, Rejuvination Shoes may seem like a simple, plus sized footwear line. To Sierra it is her life's work. This goal has required her dedication, constant keenness, and the need to thrive in an environment that reminds her nothing of home.

Sierra made the choice to apprentice in New York City under a professional cobbler. During this training she learned the gritty details and history of shoemaking. She was able to experience the lights and magic of the city, and used it for her education and inspiration. This would not be possible without support from home. Sierra is a native of Michigan, and had no family support in the Big Apple. With the help of her Mother, Sierra was able to commute back and forth to New York. All while taking training in between work, and business courses at Wayne State University.

The hard work, long trips, and sleepless nights have paid off. Rejuvination Shoes is growing more every day. Sierra's team and brand are constantly evolving. It's placed her in better positions to help the people she feels need it most. Rejuvination Shoes currently holds a spot at Rivertown Meijer Market. Sierra is an official major retail supplier for Rejuvination Shoes' beach sandals. With this feat, Sierra is the first black woman supplier of plus sized beach shoes in a Meijer local market.

Sierra is ecstatic about her progress, but can see more ahead for her brand in the future. Sierra is focused on creating a name for herself in the fashion industry, ensuring the next generation of young girls will have inclusive footwear. Most importantly, Sierra is finally starting to feel as if she's receiving her fair fashion opportunity. She is now able to dress up, and easily find shoes to coordinate her ensemble.

To browse, and make a purchase from Rejuvination Shoes, visit the website at, rejuvinationsshoes.com. To buy a pair right out of the store please visit Meijer Rivertown Market at, 1475 E Jefferson, Detroit, MI 48207.

Xavier Jones - What inspired you at such a young age to come up with such an idea?

Sierra Latrice - My own experiences. The dream came to me at age fourteen. I officially launched the company in 2012. Now that I'm a grown woman I wear a size fourteen. Growing up I was twelve and thirteen. It has always been difficult for me to find quality, affordable, and stylish footwear, until I started producing them myself. I figured that it was impossible for me to be the only person with this problem. So I wasn't the only person who felt left out, or less girly because we couldn't find the proper footwear. Nobody should feel like that! I want to do as much as I can to prevent that with young ladies moving forward.

Xavier Jones - What were some of the challenges of starting an operation like this?

Sierra Latrice - The commute from New York to Detroit for six weeks. I was in school at Wayne State, and working. My checks would never amount to much so I would rely on home for support. I didn't have family in New York so I would have to be right back home on a twenty-two hour bus ride.

Xavier Jones - How did you get the opportunity to apprentice under an accomplished cobbler?

Sierra Latrice - It started with research. I found one in Ohio, Washington, and New York. They were offering crash courses in Ohio and Washington. There was no way I was going to earn everything in two weeks! I wanted to understand the ins and outs of shoemaking, the history behind it, and how to make an effective and quality product. I chose New York because it was a more extensive course, and gave me the opportunity to learn more.

Xavier Jones - What advice do you have for the next person attempting to go into this field?

Sierra Latrice - Stick to it! Be aware that hearing the word no is just a part of it, but so is the word yes. Utilize every resource available for you, they're there for a reason. Create a physical business plan. Too many people, myself included, had ideas with no guide to get to them. It's a journey, and through the journey you're going to learn so much. Take the time to learn everything now, so you won't hurt yourself trying to learn it later. Lastly, learn why something didn't work. You may not have to trash your idea because it didn't work. Sometimes it may need reevaluation.

Xavier Jones - What is the most fulfilling piece of your business?

Sierra Latrice - Knowing that I made a difference in a woman's life, where one may not have made otherwise. Seeing all of the smiles, success stories, and shifts in confidence will always be better than money. It's bigger than repeat customers, and sales. Building relationships, creating a change is what I'm proud of. There is a young lady I sold prom shoes to last year. She sent me a thank you card! I will always cherish little things like that before a dollar.