Put best foot forward

Auri Footwear was recently named by Forbes as the No. 8 “Most Promising Company in America” in a list of 20 businesses nationwide. The Laguna Beach-based company ranks third out of eight other California companies on the list.

The announcement was made on Forbes.com last week, and will also appear in the magazine’s October issue.

Proprietor Ori Rosenbaum said it was an honor to be recognized by the prestigious publication, “especially one that is best known for its ‘best of’ lists.”

“This is an amazing opportunity for us,” he said. “It [creates] the potential for strategic relationships with possible funding organizations that we’ll look to potentially partner with.

“We earned this by submitting all of our statistical and operational data, as well as our target market, management team, product milestones and intellectual property we’ve accumulated.”

Established in 2008, the fashion-meets-function footwear line is designed for men of “Generation Jones” who want to look good and feel equally as good.

“The concept revolves around the fact that a 40-year-old [man] today is a much younger acting, thinking and dressing person than they were just one generation ago,” Rosenbaum said.

The array of designs, ranging from casual leather thongs to dress shoes, has already gained a following of celebrities that spans from 17-year-old actor Taylor Lautner to septuagenarian actor William Shatner, and are now carried by more than 100 retailers nationwide, with a three-fold growth in locations expected next year.

Rosenbaum’s entrepreneurial venture, he said, was inspired by what he perceived to be a void in the marketplace.

“I simply couldn’t find shoes that looked ‘truly’ fashionable, but felt really good,” he said. “The only technically comfortable shoes available ‘looked’ like comfort shoes.

“The [designs] are also inspired by my love of automobiles. A car does more than just get you from one place to another, but also needs to look good and function well. Shoes, like cars, can also say something about who you are, or how you want people to perceive you.”

His secret to success, he said, is the focused belief in his concept, brand, products and people involved.

“The venture’s eventual success cannot even be visualized let alone realized without this mind set and unswerving devotion to its ultimate success.”

Auri Footwear’s end goal is to have an internationally known and well-respected global brand that speaks to the fusion of hip style and bleeding edge technologies.

For more information about the brand, visit www.aurifootwear.com.