The Medical Doctor Balancing Dentistry and a Growing Shoe Brand

From crocheting shoes as handmade gifts for her cousins while awaiting admission into university, Dr. Goodness Adeosun has since grown into the founder of Gudie, a bespoke footwear brand gaining attention both locally and internationally. For this edition of Entrepreneurial Spirit, she reflects on navigating the worlds of medicine and shoemaking, the challenges of balancing both, and how Gudie has become a symbol of hope for medical professionals seeking creative paths beyond hospital walls.

Could you tell us about the very beginning of your journey as a footwear designer? 

It all started during my A-levels in 2016. I was waiting to resume back to University of Ibadan, and my cousins who were living outside the country were coming over. Whenever they were coming from the US, I was always excited and would request that they get me a lot of things. At some point, I just thought, what do I give them in return? Knowing fully well I couldn’t afford so much, the only thing I could think about was just making something with my hand that they’d appreciate, irrespective of how much I spent. After much thought, I decided to crochet a shoe for them. That decision led to my shoemaking practice. From the gifts I gave to my cousins, people saw my craft, they liked it, and showed interest in it. Since then, I’ve been making shoes and improving on my craft. 

Was there a specific moment, experience, or realisation that made you decide to take footwear design more seriously alongside your medical career, perhaps even as a full-time pursuit?

Yeah, there was. The fact that people were liking my footwear and requesting specific designs made me realise that they took my craft seriously. At some point while I was still a student, I got a wholesale order of about 12 or 15 designs. I can’t recall vividly now, but that order meant a whole lot to me at that point. I reasoned that this is actually a very good business, so why not go all in?

How has Gudie and its process evolved over time? 

There has been a whole lot of evolving, I would say. Right from when I was still a student, I was getting more machines and even got a new shop space. Our staff members increased, and the orders we’re getting are far more compared to when we started. Over the years, we’ve handled shipping outside the country, with international clients reaching out to us, asking to sell our designs in their own country. All of these have been a whole lot of development and growth for me. 

What were some of the initial doubts or significant obstacles you faced in building Gudie into a sustainable brand while practising medicine, and how did you begin to overcome them?

When I started as a medical student, I dealt with a lot of doubts because people believed it wasn’t possible to juggle both aspects. Now that I’m practising as a doctor, it’s grown worse. On some days when it gets tougher, it feels like what they are saying is true. Shoe-making, Medicine, and Dentistry are so far apart. They are not related in any way, nor are they on the same trajectory. So, as you can imagine, switching off your brain from one practise and switching on to another is a whole lot. But what has kept me going is my dream to be a global fashion designer, not just limited to shoemaking, but also exploring other sides of fashion. 

Were there any specific individuals, works, or resources that significantly inspired you or guided you in balancing your journey as a doctor and a brand owner?

Yes. Duo brand inspired me a whole lot. I love how much they design and the effort they put into their designs. Temi Otedola is another person who inspires me. Whenever I see her minimalist designs and what she wears, I’m reminded that there are creative designers behind those outfits, and that I, too, can be like them one day. Also, whenever I see some wedding outfits, I am intrigued. A typical example is Temi’s outfit. I love how detailed and unique it was, yet simple. I also want to create works like that, and seeing these things around me inspires me. 

What central message, idea, or feeling do you aim to convey through Gudie footwear? 

My central message is that you can also make a statement with your shoes. People often think shoes are the last thing to focus on, and just put anything on their feet, but I often say that you can always make your shoes the centre of attention. You shouldn’t just focus on your clothes, makeup or your face. People can also look at your footwear for the very first time and be drawn to it because of how unique and beautiful the designs are.

Beyond finances, what have been some of the most significant challenges you’ve faced in running Gudie?

Beyond finances, a major challenge is getting the right people to work with me. As a business owner, having the right workforce is a different ball game on its own. Building brand trust wasn’t even this much of an issue. I believe if I had the right people working for me, work would have been far easier and a whole lot would have been done. I would have probably gone beyond where I am presently if I just found someone with similar goals and mission as myself.

How did you first start getting Gudie noticed or gaining recognition within the fashion/footwear space? What strategies proved most effective for you in building visibility?

I think that would be consistency. I was just consistently posting online, and everyone was sharing it, and it also helped that I was doing something that was not the norm. A medical student doing business, a lady making shoes. So that was something that helped me and my brand stand out. 

In your opinion, what is the role or responsibility of a creative professional like yourself in society today, especially concerning themes or communities that are important to you?

I know I’ve inspired a whole lot of people. I have people reaching out to me and telling me how they started a business because of me. I’ve been able to change the notion that it is impossible to juggle being a medical student and running a business. Now, I see a lot of people juggling these aspects, and I feel that’s definitely the message that has been passed to people, especially those within my niche in the medical field.

Entrepreneurial Spirit is a Moveee series showcasing the industriousness of African entrepreneurs and business builders, exploring their triumphs, challenges, and the intersection of life and business. You can also share your story by contacting us today.