Today we’d like to introduce you to Steffie Tomson.
Hi Steffie, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My background is in neuroscience, where I studied how different parts of the brain coactivate to produce cross-sensory experiences like synesthesia — when someone can see a color when reading a letter or number. I’ve always been fascinated by how the brain integrates sensory input, and over time, I realized that our daily environments — including what we wear — constantly feed those sensory systems.
That connection became personal when I noticed how my own clothing and shoes were affecting my ability to focus. As a professor, I spent long days in heels that looked professional but left me distracted by pain. It struck me that women’s fashion often introduces forms of sensory interference — discomfort, tightness, pressure — that men rarely face. Those micro-distractions add up.
So, I started experimenting. I literally sliced heels in half, studied their internal structures, and began prototyping with sneaker foam to reduce that constant background noise of discomfort. Once I had a working concept, I partnered with a designer to translate the mechanics into an elegant silhouette, and together we worked with a factory to refine prototypes until we had a heel that actually supported focus instead of stealing it.
Today, that concept is Steffie’s — a brand built at the intersection of neuroscience and design. Our shoes are just the first step. The larger mission is to help women remove unnecessary cognitive distractions — starting from the ground up.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Definitely not smooth. In the beginning, the biggest challenge was convincing manufacturers to replace the metal and plastic hidden inside traditional heels with foam — something that had never been done before. They swore up and down that if we took the metal out, women would fall over. I had to push hard just to get them to experiment. Eventually, they agreed to make four different versions of the heel with varying foam densities — from very soft to nearly rigid. The one I chose struck the perfect balance between shock absorption and support. That material is now our RoamFoam™, the core of every Steffie’s heel.
That experience taught me a lot about innovation as an outsider. Coming from neuroscience, I didn’t know what “couldn’t be done” — which, ironically, became an advantage. Most breakthroughs happen when someone doesn’t follow the industry’s unwritten rules. The hard part was learning when to trust my intuition versus when to trust the experts. I didn’t always get that balance right, but the times I trusted my gut have led to some of the best decisions I’ve made.
Now that the product exists, the challenge has shifted. It’s no longer convincing a factory to take me seriously — it’s convincing women that this isn’t another “comfortable shoe” marketing gimmick. What we’ve built is fundamentally different, and helping people see that takes as much persistence as building it did.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Steffie’s is a neuroscience-driven footwear brand that creates functional fashion for women — starting with heels that feel like sneakers. We focus on designing products that actively reduce cognitive distraction instead of adding to it. Every detail, from the materials to the structure, is built around how the body and brain interact with what we wear.
Our flagship innovation is RoamFoam™, a proprietary midsole material that replaces the rigid plastic and metal found in traditional heels. It provides support, shock absorption, and long-term comfort — but the real story isn’t just comfort. It’s clarity. When you’re not thinking about your feet, you’re thinking about your work, your ideas, your life. That’s what we’re here for.
What sets us apart is that we don’t treat fashion and function as opposites. We see them as co-dependent systems that should serve women’s actual lives. I’m most proud of how women respond when they experience that — when they realize it’s possible to look polished and feel completely at ease. They tell us they feel sharper, calmer, and more themselves. That’s the point.
At its core, Steffie’s isn’t just a shoe company. It’s a movement toward removing unnecessary friction from women’s lives — one step at a time.
How do you define success?
For me, success is less about milestones and more about mental state. It’s the feeling of being clear-headed, curious, and grateful for where I am — even while I’m working toward what’s next. I’ve learned that achievement without gratitude just turns into another form of distraction.
When I can end the day feeling proud of how I spent my attention, thankful for the people and ideas I get to work with, and genuinely excited to keep building — that’s success. It’s not about having everything lined up perfectly; it’s about being fully present and appreciative throughout the process.
Contact Info:
- Website: https://steffies.us
- Instagram: @shopsteffies
- Facebook: @shopsteffies
- LinkedIn: /steffietomson
