Tina Aldatz Norris



Tina Aldatz Norris founded Foot Petals in January 2001. As an 11 year Fashion Industry veteran, Tina noticed there was something lacking in the marketplace for stylish women that enjoy wearing high heels, but still want to be comfortable.

In New York at the time, as Special Events and Merchandising Director for BCBG Max Azria, Tina was always on the go.

It was important for her to look stylish, and feel comfortable. Tina refused to succumb to the skirt and sneaker look, that many New Yorkers fall prey to, just for the sake of comfort. Tina was not about to give up her sexy heels or business chic pumps, instead she bought bulky orthopedic insoles from drugstores, cutting and pasting them to fit all of her various shoe styles.

The major problem now became the unfortunate look of neon blue bulky insoles cut, hanging, and glued all over the inside of her fashionable footwear! Now she couldn't even kick her shoes off to relax, due to the embarrassment of what was inside.

Years later, as an Orange County, California native, convinced there was a solution to this ongoing problem, Tina found a high performance urethane called PORON in a US factory. She began testing the PORON urethane material and found its benefits to be many such as; repels moisture, bacteria, and odor, absorbs shock, and was available in a desirable color palette.

Developed from PORON, material "Tip Toes" ball of foot cushions were created. "Tip Toes" permanently adhere to the shoe insole, are virtually invisible and will not show in open toe footwear. "Tip Toes" keep feet from sliding forward, stop "ugly overhang", and prevent blisters and calluses form forming while protecting bones and tissue. Not only has "Tip Toes" been awarded "best In Beauty, by Allure Magazine, it has been proven medically beneficial and is accepted by the America Podiatric Medical Association.

Continuing the quest for beautiful feet, The Foot Petals collection now consists of over 20 solution oriented products for women's feet and legs including , "Heavenly Heelz." The which helps keep heels from slipping in and out of shoes, prevents stiff shoes from cutting into the sensitive heel area, and eliminates blisters. This versatile product can also be used at the top of the shoes to solve sizing issues. Currently, Foot Petals, LLC is a privately held US Corporation, female owned and operated -based in Southern California. Foot Petals products are sold in the finest retail shops in the world and online. Our collection will continue to grow just as your shoe collection does… because your feet don't have to suffer to be beautiful.

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Many people ask me for pricing advice when first launching a new product.  I can only speak from experience from being in the fashion/ accessory market. 

Wholesale mark up for the fashion/ accessory business is usually in the range of : “your cost + 40-50 %”

Then retail prices would be: “wholesale cost + 40-60%”, often referred to as MSRP (manufacturer’s suggested retail price).

I have also been asked about only selling online and how to price your product.  Although it is tempting to sell at a low price in hopes of getting the consumer “hooked on” your product, often you can price yourself out of business…

If you intend to eventually sell your product to retail stores (wholesale) , then you should only sell your product to the public at the MSRP (manufacturer’s suggested retail price) .  

This strategy will give you actual sales history and proof to retailers that the consumer will pay this amount for your product.  Otherwise you can cut yourself off from any future opportunities. 

If you do not have retail sales experience, then perhaps you should consider hiring a consultant to help you. Another suggestion would be to hire a sales rep that can sell to retailers for you for a commission.