Presented by: Tidio and SARAL
Host: Rose Hamilton, Founder and Principal Advisor of Compass Rose Ventures
Guest: Alvie Faulkenbery IV, Founder and El Presidente of Alvie’s

Episode Overview

In this episode, we talk with Alvie Faulkenbery IV, the founder of Alvie’s. His brand aims to make cowboy boots and flip-flops everyday footwear for everyone. We discuss how Alvie grew his company from a small start-up to a recognized brand in the competitive footwear market.

Key Takeaways

• Customer experience is key: Alvie’s focuses on understanding customer needs and managing distribution channels carefully.
• Scaling without losing quality: Alvie emphasizes balancing the right people, systems, and processes to maintain the brand’s mission.
• Collaborative marketing: Partnerships with artists and creative collaborations introduce Alvie’s to new customers effectively.
• Boot Parties: Alvie’s brings their boots directly to customers for events like weddings, birthdays, and bachelor parties.
• Cross-industry innovation: Alvie explores hospitality partnerships to enhance customer experiences.
• Work-life balance: Alvie shares how he stays productive and motivated while growing the business.
• 2023 lessons: Alvie reflects on successes and prepares for more growth in 2024.

Quote Highlights

“Great boots and flip-flops can take you anywhere. We want everyone to feel confident wearing them.” – Alvie Faulkenbery IV

About the Guest

Alvie Faulkenbery IV started Alvie’s inspired by a pair of cowboy boots inherited from his grandfather. Based in Austin, Texas, Alvie’s focuses on creating stylish, approachable footwear that blends tradition and modernity.

About the Sponsor

• Tidio: A customer success tool for Shopify brands. Start using Tidio AI chatbots for free and upgrade anytime with a 20% discount.
• SARAL: An influencer assistant tool for brands. Get exclusive onboarding support with weekly check-ins and consulting.

Learn More

Visit Alvie’s website to explore their boots and flip-flops.
Subscribe to The Story of a Brand Show on any podcast platform. Search “The Story of a Brand.”

Alvies: Welcome to the Boot Party! – Episode Transcript

Introduction

Rose Hamilton: Good morning, everyone. I am so excited to be seeing you and hearing from you again. This is Rose Hamilton, your host for The Story of a Brand Show. I am thrilled about today’s guest and topic. As we look to 2024, many brands are focusing on customer experience, smart strategies, and adapting to the dynamic landscape ahead. I’m delighted to introduce Elvie Faulkenbery IV, Founder and El Presidente of Alvie’s.

Elvie has an incredible origin story that spans from his tech background to inheriting cowboy boots from his grandfather. He has built a unique brand around cowboy boots and flip-flops, creating a community while reimagining how the world embraces cowboy boots. This episode will inspire founders and leaders seeking to build their businesses uniquely. Without further ado, Elvie, it’s a joy to have you here today.

Elvie Faulkenbery IV Thanks, Rose. I’m so excited to be here and share the Alvie’s story. Let’s dive in!

The Journey to Alvie’s

Rose Hamilton: Elvie, I’d love for you to share your background and what inspired you to build Alvie’s. What led you to take the leap?

Elvie Faulkenbery IV Sure! Rose and I met back when I was selling software, and it’s been amazing reconnecting in this capacity. My journey started when I inherited cowboy boots from my grandfather. Growing up in Northeast Texas, cowboy boots were common, but I didn’t feel like I fit the “cowboy” mold. When I received my grandpa’s boots, they changed my perspective. Between tech startups and figuring out my next step, I had this idea: a cowboy boot and flip-flop brand out of Austin, Texas.

The concept evolved into Alvie’s. We launched from an Airstream trailer in downtown Austin, focusing on direct-to-consumer (DTC) cowboy boots. It’s been quite the journey with plenty of lessons learned along the way.

The Airstream Experience

Rose Hamilton: Let’s double-click on the Airstream. Why an Airstream, and how did that influence the early days of Alvie’s?

Elvie Faulkenbery IV Timing played a big role. Austin had a mobile retail opportunity, and it felt like a unique way to introduce our brand. We started with one Airstream and eventually expanded to three. Tourists loved walking in, smelling the leather, and experiencing something different. It was sensory and interactive—a way to engage people directly. However, we realized the model wasn’t scalable, so we pivoted to focus on building an online presence.

The Shift to Direct-to-Consumer

Rose Hamilton: Transitioning from the Airstream to a DTC model is significant. Can you share how you approached distribution and why DTC became your focus?

Elvie Faulkenbery IV DTC was about owning the customer experience. Amazon and retail didn’t allow for the one-on-one conversations we valued. We paused operations, redefined who we were, and built a brand with long-term growth in mind. By owning the experience, we could ensure every touchpoint reflected our mission and values.

Building the Alvie’s Brand

Rose Hamilton: The Alvie’s brand feels personal and mission-driven. How did you establish and evolve it?

Elvie Faulkenbery IV The story of inheriting boots from my grandpa resonated with people. Naming the brand after him felt natural. Our mission is to make cowboy boots accessible to everyone. We leaned into this narrative, focusing on first-time boot buyers. It’s about showing people that cowboy boots can be stylish and approachable, not intimidating.

Scaling with Values

Rose Hamilton: Scaling while maintaining values is challenging. How do you ensure the Alvie’s team embodies the brand’s mission?

Elvie Faulkenbery IV We’ve defined our mission, values, and customer promise—all centered on creating exceptional experiences. Using systems like EOS (Entrepreneurial Operating System) helps us stay aligned. We also hire based on cultural fit, following frameworks like Jeff Smart’s Who method to ensure our team shares our vision.

Balancing Creativity and Discipline

Rose Hamilton: How do you balance creativity with the structure needed to scale?

Elvie Faulkenbery IV EOS helps us find that balance. It ensures our processes don’t stifle creativity. For example, our customer interactions maintain a personal tone while adhering to structured workflows. We’ve built a foundation that supports both innovation and consistency.

The Importance of Quality

Rose Hamilton: Craftsmanship is central to Alvie’s. How do you maintain quality as you scale?

Elvie Faulkenbery IV We’re uncompromising on quality. Cowboy boots need to feel great and last. If someone’s first experience with boots is poor quality, they might never try again. We’ve built systems to ensure every boot meets our standards.

The Customer Experience

Rose Hamilton: Fit can be tricky, especially for cowboy boots. How do you handle fit challenges in a DTC environment?

Elvie Faulkenbery IV Fit is critical. We’ve trained our team to guide customers through sizing and use technology to enhance fit recommendations. We also offer free exchanges and returns, making it easy for customers to find the perfect fit.

Innovations like Boot Parties

Rose Hamilton: Tell us about Boot Parties. What inspired this idea, and how is it evolving?

Elvie Faulkenbery IV Boot Parties bring the Alvie’s experience to customers. We fit people for boots in a fun, social setting, whether at a corporate event, wedding, or Airbnb. It’s been a hit in Austin, and we plan to expand to other cities in 2024.

Collaborations and Community

Rose Hamilton: Your collaborations, like with Billy Gibbons from ZZ Top, are unique. Can you share more about that?

Elvie Faulkenbery IV Collaborations are about aligning with people who share our values. Billy Gibbons, for example, embodies Texas rock and roll. We created the BFG boot as a tribute to him. Our Kickback Ambassador program also ties each boot to a cause, donating a portion of sales to charity.

Customer Loyalty

Rose Hamilton: Cowboy boots last a long time. How do you keep customers engaged and loyal?

Elvie Faulkenbery IV We focus on relevance. Limited-edition releases and our loyalty program keep customers coming back. We also maintain a strong dialogue through email, SMS, and in-person events like Boot Parties.

Lessons for Aspiring Entrepreneurs

Rose Hamilton: What advice would you give aspiring entrepreneurs?

Elvie Faulkenbery IV Follow your passion. There will be ups and downs, but loving what you do keeps you going. Stay focused on your goals and be disciplined about saying no to distractions. Build a team that aligns with your mission and values.

Closing Thoughts

Rose Hamilton: Elvie, thank you for sharing your journey. It’s been inspiring to hear how you’ve built Alvie’s with such intention and passion. Where can listeners connect with you and learn more?

Elvie Faulkenbery IV You can visit our website at alvies.com. Follow us on Instagram @Alvies or reach out to me personally @Bootprez. I’d love to hear from you!

Rose Hamilton: Thank you, Elvie. I’m excited to see what 2024 holds for Alvie’s. And to our listeners, thank you for tuning in to The Story of a Brand Show. See you next time!