Corporate professional transforms into global entrepreneur with waterproof footwear

A mum from Melbourne has transformed a “scary” idea into a global success story and she is not done yet.

Danielle Pearce grew up on a farm in South Gippsland, Victoria, where she discovered how essential practical waterproof footwear was.

But when the savvy shopper moved to the city she could not find footwear that seamlessly bridged the gap between city and country life.

“I grew up in one of the wettest parts of our state, and while I knew the importance of having a good wellington, when I moved to the city from the country, I couldn’t find anything appropriate,” Ms Pearce said.

In what she describes as “a typical nine to five job”, Ms Pearce said she knew she wasn’t fulfilled in her corporate job and wanted to find work that fed her creativity and happiness.

“I was seeking greater creativity and fulfilment in my work,” she said.

Danielle Pearce grew up on a farm in South Gippsland, Victoria, where she started to notice there was a major gap in footwear that was waterproof. Picture: Supplied.

Taking a “leap of faith” in 2014, Ms Pearce left her corporate job and founded the waterproof footwear company known as Merry People.

The Melbourne based shoe company is described as “boots built for all adventures”.

Ms Pearce said she decided to design and sell her own “wellington boots” for Aussies to wear for both a city or country setting because she noticed a gap in the market and decided to fill it.

“I thought, why don’t I try and create a boot that has the function and quality you get on the farm and can also wear in the city,” she said.

Elevating your everyday gumboot to a fashionable shoe that Aussies want to wear all day has been a process for the now mother-of-two, but she said she couldn’t be happier she took a leap of faith ten years ago.

“I just started sketching designs and reached out to people I knew who had started a small business for advice,” Ms Pearce said.

What starting off small, Ms Pearce said her business was very “grassroots” at the beginning.

Selling her new design at local farmers markets some days she would make one or two sales, some days none at all.

While Merry Boot sales were “modest at the beginning”, Ms Pearce said those early stages of the business were fundamental in developing a “good product that people loved”.

“I loved talking to people at the markets and in some ways I miss those days, when it was all much simpler,

“You can talk to customers directly and help build your product into what they want based on their feedback,” Ms Pearce said.

Dani's mission is for 'Merry People' to help her customers feel happy and alive. Putting gumboots on and finding your own unique adventure. Picture: Supplied.

With many “scary and deflating” moments in the early stages, Merry People, became a hit within the Australian footwear industry and the company are continuing to see an upward trend of sales as they continue to expand into other countries.

“I loved those first few years where I would drive down the coast as the sun was rising, set up my stall at the markets, get my morning coffee, it was very grassroots,” she said.

“But it’s truly amazing seeing all these customers around the world buying our products”.

Over the next 10 years, Merry People has expanded sales to four other countries, which include the US, UK, New Zealand and most recently Canada.

Ms Pearce describes “feeling nervous” when she first started selling in the UK, however, said she knows her product is high quality and loved by so many.

“When we launched in the UK, I was nervous, because that’s where wellingtons originated. But people are often asking me, why Australians make such good footwear!,” she said.

Customers also flood Merry People’s socials commenting on their quality goods and exemplary customer service, which Ms Pearce said is “paramount” to how she wants her business to operate.

“I wanted to create a brand that was positive... that made people feel good and made them want to get outdoors and embrace the mess,” she said.

Merry People collaborated with Obus last year which sold out in under 2 weeks. Picture: Supplied.

Merry People has slowly grown as a business and it now available for purchase across four countries. Picture: Supplied.

“Comfy and cool. These are the best boots I have ever worn. We live on an acreage and I wear them to feed the chooks,” one customer said.

“They are so comfortable, they will be absolutely perfect for my upcoming trip to Scotland and the USA,” another wrote.

“I am just so lucky to have my supportive partner and wonderful employees,” Ms Pearce said.

The Merry People CEO and Founder, said it is also important to her that she demonstrates not only to her children but to other women that being a female CEO is possible.

“Being visible as a female CEO is so important and I want Merry People to show others they can do it too,” she said.

“We have people willing to wait [for our product] and pre order and it’s just such a wonderful affirmation that people really connect with what we do,” she said.

When asked was it difficult to make the decision to leave her corporate job and start working on her passion project, Ms Pearce said it was an educated risk but she’s so glad she took it.

“I’m so proud and so happy that I took a chance, it’s been more than beyond what I ever expected,” she said.

Marry People initially started selling the boots at weekend farmers' markets, which Dani said was challenging but very grassroots. Picture: Supplied.

A common question Merry People staff are asked is what colour boot to buy from their extensive range.

Ms Pearce said embracing colour clashes can be really fun and she encourages those thinking of trying a bold and bright colour to “give it a go”.

“Embrace being bold and choosing something bright. You’d be surprised with how versatile the colours of the boots can be with your wardrobe,” she said.

The waterproof boot designer advised that the best way to maximise the longevity of your gumboots is through proper care between wears.

“No matter how well boots are made, they can crack over time at the toe crease from being wet then drying out,” she said.

“Conditioning your boots and adding back some protector really helps them go the distance,” she said.

Originally published as Corporate professional transforms into global entrepreneur with waterproof footwear