Fit Feature - Jodie Fox, Founder of Shoes of Prey

Posted on 01 September 2014

Tell us a little bit about yourself?
I've been a Surry Hills native for the past 7 years and love the coffee, local characters and that my office is in the same suburb :)

I'm the co-founder of Shoes of Prey the website where women can design their own shoes. I got my start in fashion by solving my own problem. I'd always liked shoes, but I never loved them because I couldn't find exactly what I was looking for. Either it wasn't quite the right colour, there was an embellishment I didn't like, not quite the right heel height... anyway, when I was travelling, in the same way that you find someone who will make a custom suit for you, I found someone with whom I could commission shoe designs.

My shoe collection became really exciting, and my girlfriends asked me where I was getting my footwear. When I explained, they asked me to create shoes for them too. Concurrently, my two business partners Mike and Michael were at Google and becoming really excited about the opportunities in online retail. They just needed an idea. We all came together and Shoes of Prey was born.

Sunrise or Sunset?
Sunrise exercise, sunset cocktails.

What’s your favourite way to stay fit?
I've recently started personal training very early in the morning and I love it! I supplement my 2 PT sessions a week with a class at Barre Body, and yoga using in my own time at home.


Jodie enjoying a 'glowing skin' vegie juice!

What is your morning beauty regime?
Oh this is a dangerous question. I love my beauty regime... but it's a long answer. Here we go!

  •     Warm water with lemon juice, followed by a vegetable juice (I know this is food, but it's so good for your skin that I had to include it with beauty!)
  •     Cleanse using a Clarisonic brush and Cetaphil for oily skin
  •     Tone with Aesop bitter orange astringent toner
  •     Sunday Riley eye cream
  •     Clinique smart custom-repair serum
  •     Clinique dramatically different moisturising lotion

If I have interviews or external meetings, I put make up on and if I don't, then I go without

What are your top 3 beauty must haves?

  •     Clarins beauty flash balm - I don't use it everyday but it just makes your skin glow - Brilliant for jet-lagged skin or after a late night. And is smells so lovely.
  •     Rosebud salve for lips. It's so moisturising and the packaging is really cute.
  •     Perfume - At the moment it's Reflections by Amouage.

What or who is your biggest inspiration?
I feel lucky to be constantly meeting people who have done great things that I hope to do at some time in my life. At a broad level, my biggest inspiration is probably Tom Ford - What an incredible designer and businessman.


Jodie post workout and fresh faced at work rocking our Trucker cap

How do you stay motivated?
By wanting to prove to myself that Shoes of Prey can be what we founders had imagined it could be. And, I love when I can see that I have made my parents proud. There's not a lot that makes me as happy as seeing them smile when something great has happened, which is reason enough for me to always look for that next chance to see those smiles.

Being the co-founder of a hugely successful young company, how do you find balance?
Balance for me is not about taking time out so much as making sure that everything I do is life enhancing, including my work. I know when it's not in balance because I now understand the warning signs - Poor sleep, unhealthy eating, not wanting to exercise, negative processing of communications. When I see these symptoms I take a look for what's not working and fix it.

What is your favourite thing to do on the weekend in Sydney?
I personally think that one of life's greatest indulgences is a sleep in :)

What’s your favourite healthy hot spot in Sydney?
In terms of exercise it's Barre Body in Surry Hills, which Noa introduced me to!

Three things on your bucket list?

  •     To live in Rome for a period of time
  •     To see Shoes of Prey become what I imagine it can be
  •     To have children

Message you’d send to the world?
You never know what the person beside you is going through. Be gentle.

What’s one piece of advice you would send to our community about following their dreams or taking a leap of faith for their career?
Do everything before you're ready. You can prepare and research as much as you want, but you will learn an infinite amount on your first day of doing. You will never reach your goals unless you take action, so make your bias to action not planning.

What are your three favourite Vie Active pieces?

Where can we find you online?
• Twitter: @jodiefox
• Facebook:
• Instagram: @jodieannefox
• Website:

Jodie Kite Surfing in Hawaii in our Lori Sports Bra


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