In 2013, unable to find a charity that could tell her where exactly her son Sal’s outgrown shoes would find their new feet if she donated them, CJ Bowry founded Sal’s Shoes. She says, “In our first year we collected just under 5,000 pairs of shoes. 9 years on, we have now found feet for over 3,000,000 pairs of Sal’s Shoes in 57 countries around the world, including increasingly in the U.K.” The team has worked hard to maintain the premise upon which they were built, knowing where all your Sal’s Shoes will find their new owners.
Below are highlights of the interview conducted between World’s Leaders and CJ Bowry:
Describe who you are as a person, inside and outside of the workplace.
My work with the charity keeps me very busy and is very diverse in terms of the work I do. But outside of that, I love to exercise, which is really good for my mental and physical well-being. I’m lucky enough to live in the countryside and walk my dogs twice a day. I also enjoy regular Pilates classes. I’m a voracious reader and love spending time with my family. Cooking, eating and sharing laughter with friends and family is one of my biggest joys in life
Describe your background and what did you do before you started/joined the charity?
I have devoted my career to helping others, first within the elderly care sector and, since 2013, in helping children get access to safe footwear and school shoes that can allow them access to an education. I have lived all over the world and have seen first-hand how communities living in poverty struggle to break the cycle.
Tell us about the inception of the charity. How did it all start?
When my son started walking, I soon amassed a bag of outgrown shoes that had been barely worn. I tried to find a charity that would pass them on to find new feet, but none could tell me where they would end up. So, I began collecting outgrown shoes from friends and family to pass on and Sal’s Shoes was born as a charity (www.salsshoes.com). There are 300 million children worldwide, for whom walking with shoes is a rarity. We live in a society with a disposable mentality. Children’s shoes are often outgrown before they are outworn and are difficult to recycle. By finding new feet for shoes that still have much more life in them, Sal’s Shoes aims to combat shoe poverty, while also reducing the amount of footwear sent into landfill.
From the early days of the charity, in 2013, I have played a pivotal, hands-on role. I fundraise, raise awareness on social media and via traditional channels and remain involved at every level of operations, from leading a weekly volunteer team to sort and pack shoes, to accompanying deliveries worldwide.
Within five years, we had collected and distributed one million pairs of shoes directly to the feet of children in needy communities.As of July 2022, less than nine years since the journey began, Sal’s Shoes is now getting shoes onto young feet in 57 countries worldwide, and we have collected and distributed more than 3 million pairs.
Which are the major services of the charity and how do they help the charity to get ahead in the competition? What value-added services does the charity provide?
I am as involved now as I was at the start, leading by example and driving the charity forward to greater and greater achievements worldwide. Sal’s Shoes is a small charity with a big heart. Crossing continents to make sure that your used, loved (and barely worn) outgrown children’s shoes are delivered straight to those in need. As well as protecting young feet, Sal’s Shoes has also saved over 3 million pairs of shoes from landfill, distributing them in 57 countries around the world.
During the lockdowns of 2020 and 2021, we identified a huge increase in demand for the charity’s services within the UK. Having always been very keen to maintain dignity in poverty, in the last 18 months we have also created a new service across the country in the form of “Shoe Shops” within Community Hubs, accessible via referral (much like a Food Bank). These shops give families the opportunity to have a shopping experience for shoes in their size without any cost attached. To date, five of these have been launched across the UK.
What are the most important aspects of a charity’s culture? What principles do you believe in and how do you build this culture?
I am very aware of the power of social media and we have harnessed it for good: to raise awareness; call out for donations; let people know where their shoes are going; and retell the wonderful stories of the children that we have been able to help. We are able to track every pair of shoes that comes through the charity and let the previous owner know where their shoes have been able to walk again. This personal touch has brought incredible donations, including hugely emotional ones (a mother, whose son had sadly passed away, wanted to donate his first ever pair of shoes that she had kept for over 20 years, to allow another child to take their first steps in them) and large donations from retailers getting rid of end-of-lines, or seconds that couldn’t be sold and would otherwise be sent to landfill.
What is the significance of innovative ideas in the company?
Innovation is a huge part of what we do. We’re not pretending to reinvent the wheel, but flexibility and adaptation to circumstance are vital in our sector, as is working with a variety of partners to get as many shoes as possible on the feet of those who need them most.
Give us your opinion on; do organizations rely heavily on individual heroics or team processes?
There is no ‘I’ in team. Everything we do relies on partnerships and teamwork, from sorting shoes in the UK warehouse, to arranging distributions through other charities, NGOs, schools and community organisations. I’m a firm believer that there should be no ego when it comes to charity, and our success relies on a well-oiled machine getting those shoes onto young feet. 3 million pairs in 57 countries, within 9 years, couldn’t be done by one person alone.
What are your responsibilities as the Founder/CEO of the charity? What is the happiest part of your daily routine?
I am involved with every aspect of the venture, from collecting and sorting shoe donations; to liaising directly with schools, NGOs, domestic violence shelters, and community hubs to ensure that the shoes find the feet that need them the most.
What advice would you give someone going into a leadership position for the first time
The best way to understand every aspect of your charity or business is to immerse yourself in it and be personally involved in every step.
Be aware of your limitations and know when to ask for help.
For More Details: www.salsshoes.com
