Our story

My name is Kate, and I am the founder of Stepwell.ae I am also a mother to my daughter, Mia.

When Mia started taking her first steps, I began looking for the right shoes for her. Like many parents, I wanted something beautiful, comfortable, and practical. But very quickly, I realised that children’s shoes are not just about style. In Dubai, I often saw little children walking in Crocs, plastic slides, or open-back shoes. At that time, I was not an expert in children’s footwear, but as a mother, I noticed things that made me pause. I saw children slipping, shoes coming off while they were running, and little feet rolling inwards while walking. That was the moment I decided to learn more. I started researching what really matters when choosing shoes for growing feet: the structure of the shoe, the heel support, the sole, the materials, the fit. I read recommendations from doctors, specialists, and mothers who cared deeply about healthy foot development.

One brand appeared again and again in recommendations Dr. Kong. At that time, Dr. Kong shoes were not available in the UAE, so when Mia was 1 year and 2 months old, I brought her first pair from Moscow to Dubai. And I honestly fell in love with them. They were designed with the key principles of healthy children’s footwear in mind, also light and breathable - perfect for Dubai. From that moment, I continued bringing Dr. Kong shoes from Moscow for Mia and for my friends. One day, I asked myself: Why shouldn’t parents in the UAE have access to this brand too? That question became the beginning of Stepwell.ae. For me, Stepwell is more than an online store. It is a mission to help more parents understand how important everyday shoes are for children. As parents, we carefully choose healthy food. We take our children to swimming, gymnastics, and other activities to help them grow strong and confident. But somehow, the culture of choosing proper everyday shoes is often overlooked.

Stepwell was created to change the way parents choose children’s shoes - from “just cute” to truly thoughtful.

Shop Now