The global footwear market is a multi-billion dollar industry, often characterized by a lack of inclusivity in sizing. But a growing number of entrepreneurs are challenging this status quo, focusing on niche markets and underserved consumers. In Argentina, Antonela Felcaro and Julieta Ramello are making waves with Aines, a shoe brand specifically designed for women with larger shoe sizes, up to and including a European size 44 (approximately US size 11). Their story highlights a growing trend of businesses catering to previously overlooked demographics and leveraging digital channels to build community and drive sales.
Felcaro and Ramello, initially working as accountants, identified a gap in the market through personal experience. As Felcaro recalled, she noticed that many women over 1.70 meters (approximately 5’7”) often require a shoe size 44. Ramello herself had long struggled to discover comfortable and stylish footwear, often resorting to adapting men’s shoes. This shared frustration sparked the idea for Aines, a brand committed to providing well-designed, high-quality shoes for a wider range of body types. The company’s name, Aines, is a play on words, referencing the Spanish word “aines” which means elderberry, symbolizing strength and resilience.
From Accounting to Footwear: Identifying a Market Need
The founders readily admit they had no prior experience in the footwear industry when they launched Aines in 2018. “We didn’t know how to build a shoe,” they explained in an interview with Punto Biz. However, their lack of experience didn’t deter them. Instead, it fueled their determination to research the market and learn the intricacies of shoe design and production. They initially began by reselling existing products, then transitioned to outsourcing production before eventually establishing their own workshop with custom molds and materials. This vertical integration allowed them greater control over quality and design, ensuring their shoes met the specific needs of their target audience.
Currently, Aines employs a team of eight people involved in all aspects of the business, from design and production to marketing and sales. The design process itself is collaborative, incorporating input from two dedicated designers and, crucially, feedback from their customer base. This direct engagement with their community allows Aines to stay attuned to evolving trends and preferences, ensuring their designs resonate with their target market. The brand’s commitment to inclusivity extends beyond sizing, with designs that prioritize both style and comfort.
Building a Community Through Social Media
Aines has successfully cultivated a strong online presence, particularly on Instagram, where they have amassed over 33,000 followers. Their Instagram feed showcases their latest designs, customer testimonials and behind-the-scenes glimpses into the production process. They likewise have a significant presence on TikTok, with their videos exceeding 500,000 views. This robust social media strategy has been instrumental in building brand awareness and fostering a loyal customer base. The company actively encourages user-generated content, further strengthening the sense of community around the brand.
Navigating Economic Challenges and Shifting Consumer Behavior
Despite their success in building a strong brand and loyal following, Aines has faced recent challenges. The company operated a physical retail location in Rosario, Argentina, initially in La Favorita and later on Presidente Roca street, but closed it in late January 2026 to focus exclusively on online sales. This decision was driven by a combination of factors, including declining foot traffic and a significant drop in sales – approximately 40% – attributed to Argentina’s challenging economic climate. As of March 17, 2026, the official exchange rates in Argentina are: the official US Dollar (USD) to Argentine Peso (ARS) rate is 1415.00, the “Turista” (tourism) rate is 1846.00, the “Libre” (free market) rate is 1435.00, and the “Contado con liqui” (cash with liquidation) rate is 1471.20. These fluctuating exchange rates contribute to economic instability and impact consumer spending.
The founders recognize a broader shift in consumer behavior, with more people opting to shop online and compare prices before making a purchase. To adapt to this changing landscape, Aines is prioritizing personalized customer service, enhancing its digital platforms, and offering promotions and incentives to encourage online purchases. They are also actively expanding into the wholesale market, securing partnerships with retailers in Córdoba, Santa Fe, Tucumán, Entre Ríos, and La Rioja provinces. This strategic move allows them to reach a wider audience and diversify their revenue streams.
A Focus on Values and Sustainability
Aines differentiates itself not only through its inclusive sizing but also through its commitment to ethical and sustainable practices. The brand emphasizes the use of locally sourced leather and materials, supporting local artisans and reducing its environmental footprint. They also prioritize building strong relationships with their customers, actively soliciting feedback and incorporating it into their designs. “We transmit values of friendship and companionship,” the founders stated, emphasizing their dedication to creating a positive and inclusive brand experience. This focus on values resonates with consumers who are increasingly seeking brands that align with their own beliefs.
Looking Ahead: Wholesale Expansion and Digital Innovation
The company’s recent foray into wholesale has proven promising, demonstrating the demand for their products beyond their direct-to-consumer channel. Aines is actively seeking to expand its wholesale network further, targeting retailers who share their commitment to inclusivity and quality. Simultaneously, they are investing in digital innovation, exploring new ways to enhance the online shopping experience and engage with their community. This includes potential collaborations with influencers and the development of virtual try-on technologies.
Antonela Félcaro is listed on LinkedIn as the Co-Founder of Aines Shoes, with a background in business administration from Universidad Empresarial Siglo 21. Her LinkedIn profile shows she has 129 connections within the industry.
Aines’ story is a testament to the power of identifying a niche market and responding to unmet consumer needs. By prioritizing inclusivity, community building, and sustainable practices, the company has established a strong brand identity and a loyal customer base. As they navigate the challenges of Argentina’s economic landscape and continue to expand their reach, Aines is poised to grow a leading force in the inclusive footwear market.
The company is currently focused on solidifying its wholesale partnerships and optimizing its online sales strategy. Further updates on their expansion plans and new product launches are expected in the coming months. We encourage readers to share their thoughts and experiences with Aines in the comments below.