Q&A

Make them stay, not just shop

How an Austin boutique blends wine, shoes and community

(Photo credits: Headshot by Bridgette Bloomquist)

One good idea is all it takes. Jennifer Parkman and Cynthia McMillioan met more than a decade ago on a tennis court. Both were stay-at-home moms with young children, and they quickly bonded over a shared love of fashion, especially shoes. Soon, they were imagining a place where women could relax with a glass of wine while browsing beautiful shoes and accessories. A few years later, they decided to make it real. With no formal business or retail experience, they took a leap of faith, believing Austin was ready for something new.

The result is Blue Suede, part wine bar, part shoe boutique. It’s a welcoming space to gather over wine and a cheeseboard, then browse a thoughtfully curated selection of shoes and accessories. The lounge and bar are designed for celebrations or casual catch-ups. As they put it, it’s “the kind of place you come for the shoes, and stay for everything else.”

—Interview by Marcy Medina, edited by Bianca Prieto

What advice would you give to other retailers or would-be retailers who have a good idea but are unsure how to start a business?

BE VULNERABLE! There’s so much we didn’t know when we started out, but we never gave up, and we weren’t shy about asking those around us for help. You don’t know what you don’t know. You just have to keep trying and trust that you will figure it out. We were constantly saying, “We will figure it out,” and it’s what we did. We said it so much that we have it tattooed on our arms as a reminder.

Our first shoe show was completely overwhelming. We were in this huge convention center with a million different styles of shoes, and finally we just walked up to a vendor selling shoes we liked, explained our concept and asked them to show us how it works. One vendor introduced us to others they thought would work for us, and it’s how we found our favorites.

We personally hand-pick every single thing that goes into creating Blue Suede, and continue to pick shoes ourselves for each season, but that doesn’t mean we don’t ask for help along the way from people with more experience. We are always asking our vendors for guidance on what’s selling, and they are always happy to help.

What retail trends have you noticed in Austin? Within your category of wine/restaurants, what trends are you seeing?

Austin will always lean casual and laid-back, and that strongly influences how we curate, especially in footwear. We buy with intention, so fewer stilettos and more comfort-driven heels, sneakers and sandals. Versatility is key, with styles that move easily from brunch to outdoor festivals. We’ve also found that Austinites care less about labels and more about values, gravitating toward brands that prioritize craftsmanship, sustainability and authenticity.

On the bar side, there’s a clear shift away from overly complex cocktails and toward simple, elevated offerings. Guests want quality without the fuss. We’ve curated a focused wine list, added non-alcoholic wines and introduced mocktails to meet growing demand.

(Blue Suede interior by Emily Joyce Bolf)

How did you approach the design of your space? What vibe do you want customers to feel when they walk in, and how do you achieve that?

When designing Blue Suede, we were fortunate to begin with a true blank canvas and a shell of a space that allowed us to build everything with intention. We wanted the store to feel elevated yet approachable, stylish but never intimidating, and above all, comfortable. Our goal was simple: we wanted it to feel like you were stepping into our living room.

Every detail was considered, from the lighting, sound and scent, to what you see the moment you open the door and how you’re greeted by our team. First impressions matter, and we wanted ours to feel warm, effortless and welcoming.

Our shoes are displayed on custom-made “shoe pods” that showcase both the style and all available sizes. This allows customers to explore and try on shoes at their own pace, without needing to ask for assistance. The idea is to grab a glass of wine and try on as many pairs as you like. Anchoring our lounge is a commissioned piece of artwork by Ashley Longshore, featuring Dorothy from The Wizard of Oz, complete with ruby red slippers and a bottle of champagne. It’s playful, glamorous and perfectly captures the spirit of Blue Suede.

What are your plans for Blue Suede Shoes in the future? Are there any new things you are planning to introduce in 2026?

One of our goals for Blue Suede has always been to be connected to our community, and we’re continuing to expand that commitment by partnering with more local organizations. We offer our lounge for complimentary reservations and have hosted everything from meetings to casual get-togethers. This year, one of our priorities is expanding those partnerships to include sororities and schools.

We’re also excited about our monthly vendor markets. Once a month, we invite small, primarily women-owned businesses to set up outside our store at no cost. These markets have been a wonderful way to introduce new customers to Blue Suede while supporting fellow entrepreneurs. We’ve hosted several already, and this year we’re making them a permanent, recurring event.

Looking ahead, our plans are simple: to continue creating moments of joy the second someone walks through our doors. When customers tell us, “This is the best place ever,” we know we’re doing exactly what we set out to do. We believe it’s the best place ever, too, and spending our days together here never feels like work. (Don’t tell our husbands… they still think we’re “working.”)