Everyday presents a new challenge for brands during the current health crisis. Despite obstacles, made-in-USA-favorite George Esquivel is betting big on the in-person experience he’s offering at his brand new atelier in Los Angeles.
Here, the founder of Esquivel Shoes opens up on why he decided to open a new workshop amid the coronavirus pandemic.
Why did you decide to go forward with the launch of your L.A.-based atelier during the health crisis?
George Esquivel: “You’ve just got to deal with it and you got to move forward and you got to find ways to survive. It was hard in the beginning to make the move, but then we got into a rhythm. Just get it done. That’s been my philosophy during this whole thing. This was already in the works. You’re not going to stop halfway, right?”
GE: “It’s different in the sense that it is a [loft-like space that includes a workshop, concept showroom, offices and open kitchen]. Most of our business that we do in person is made to order, so people will come in and get fitted. Right now, it’s our soft opening. In the fall, we will be officially open. We’re keeping part of Orange County as our warehouse. So raw goods will stay there. And in L.A., we’re only bringing what we need. It feels like home.”