Entrepreneur Gladys Franco is a rising star in salsa dance footwear.

SAN DIEGO, CA - At some point in our lives, we've all thought, “Ugh, who designed this? They obviously didn’t have my tastes in mind.”  Today, we have more avenues to inform our favorite brands what we like, and if they don’t change, we simply go to our next best option.

That is of course, if there is one.

Two years ago a local dancer, just a year into the salsa scene, was unhappy about having to switch from her highly fashionable footwear into her salsa shoes.  “I’m fashion conscious, it was a downer when I went to the club and had to change into shoes that w

Franco, a seasoned veteran in apparel and footwear sourcing and production, has worked as a technical designer for companies like DC Shoes, Billabong, Anne Klein, Quiksilver, Roxy and Mossimo. Her 17 year career has focused on converting design sketches into the specifications necessary for producing footwear and clothing.   Her background and a passion for Salsa, drove her to take action.  “I'm a shoe-aholic.  I have hundreds of shoes and was frustrated that the selection for women’s shoes for dancing were limited and ugly.

In 2010, Franco leveraged her contacts in Asia and Mexico in shoe production.  She went through a detailed sampling and quality review of close to 10 vendors before selecting two partners to produce a line of women’s dance shoes. “I was my first customer, I was looking for something that I would wear.  If I wouldn’t wear them, I wouldn’t sell them” she shared in recent interview.   Franco prides herself on getting input from everywhere, and being 100% focused on the customer.  The shoes are designed by her and go through a rigorous pre-production process of sample, fitting, test runs and adjustments before the final product is made.  The process from design to production takes a year to complete.

“G. Franco Dance Shoes’ credo is ‘Dance with Style.’  My shoes aren’t necessarily for salsa professionals, but girls that want to dress up and look fashionable.  Girls are going out and want to look hot” explains Franco. “G. Franco shoes will match your fashionable outfits. The colors aren’t as loud.  People are buying them even if they are not salsa dancers, because they like them.” The shoe colors are more neutral, similar to those styles offered by non-dance brands like Aldo, Jimmy Choo and Michael Kors. “Your outfit is a whole package with my shoes.” adds Franco. “You go out well-dressed and G. Franco shoes will compliment your look.  If your footwear is overly loud, for example hot-pink, bright green or all gold, you can’t do it.  My shoes are easy to match and easy to wear.”

She keeps the production simple, and the priority is to make legs look sexy. Heels are available in two options 4” and 3 ¼”, both are skinny (stiletto) heels.  “It makes your legs look longer and prettier, unlike longer (standard) heels” comments Franco.  The focus is also on comfort, which is often sacrificed for style.  Local salseras in San Diego and Los Angeles have been quick to adopt and showcase her styles in both social and performance settings. “The number one comment we get from customers is how comfortable the shoes are” she says proudly.

At an average price of $80, G. Franco styles are quite affordable compared to products of similar quality which the range between $100-200 each. G. Franco Shoes stands behind the quality and fit of their product with a liberal return policy; if the shoes don’t fit you can exchange them, and unworn shoes can be returned for a full refund.  The shoes are sold online at gfrancodanceshoes.com.  She also has a local showroom in Carlsbad, CA for private appointments.  Special pricing is available for dance teams select her shoes as their preferred brand.  Alma Latina, with teams in Tijuana, Mexicali, San Diego and San Diego was the first group to sign on.

The company officially launched its line of footwear in June 2011 at the Steven’s Steakhouse Ladies Styling Competition in Los Angeles.  Since then Franco has been busy showcasing her goods at events like the Latin Film Festival of San Diego, Dancers For Humanity Fundraiser, and local nightclubs and studios.  

Upcoming events and showings where G. Franco Dance Shoes can be found:

-  Dancers for Humainty Events, multiple through November 2011

-  Alma Latina’s Rosarito Salsa & Bachata Summer Retreat, August 19-21

-  Palm Springs Salsa Extravaganza, August 19-21

-  San Diego Salsa & Bachata Festival, September 15-18th, 2011

Franco is not slowing down.  She already has a complimentary line of accessories and will soon test a line of men’s dance footwear.  In all cases, she is working with her extended circle of salseras and salseros to get valuable input on what they want.

Listen to the customer and what she wants - what a novel concept.  Gladys Franco understands why, she is afterall her own first client.

More information on G. Franco Dance Shoes can be found at www.gfrancodanceshoes.com, on Facebook (GFranco Dance Shoes), or via private appointment at 760-550-7074.