Today we’d like to introduce you to Tricia Salcido.
Hi Tricia, please kick things off for us with an introduction to yourself and your story.
I’ve been fortunate to have a colorful life and loving family, which supported me in taking risks. Growing up in rural Wisconsin, I yearned to travel and did a year long exchange in Mexico. To have that level of challenge and freedom as a 15 yr old was life-transforming – amplifying my curiosity and confidence later in life. In my early career, I took job assignments throughout the USA, England, Puerto Rico, Ireland, Belgium and Brazil. When my husband and I started a family in my late 30s, I wanted to put down some roots. As a new mother I wanted flexibility, but also adventure so I decided to try my hand at running my own business. That kicked off two decades owning a small footwear company called Softstar Shoes. Other than my roles as a wife and mom, it has been my longest life adventure, full of colorful leather, craftsmanship and health-focused design. My kids were able to regularly be in the workshop with me and in the early years were our footwear models. Over time, the company grew into the adult market with foot friendly, barefoot inspired leather shoes. At the start of 2026, I transitioned ownership of the company to an employee-owned trust (EOT).
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Of course not! Making enough money to keep your employees safe and happy is the great struggle for all small business owners, and there were times when my family had to risk our personal assets to make sure payroll was paid. That stress, as well as the challenges of creating a healthy workplace where people would enjoy coming to work is not trivial and having to balance all of it is part was my biggest struggle. Softstar is the sum of all the people who work there… its own organism… and leading a human team is both rewarding and heartbreaking at times. Managing our team and culture was the hardest part of the journey for me as it requires so much emotional and spiritual energy. The other business challenges (product development, marketing, business development) have always felt easier to me.
As you know, we’re big fans of Softstar . For our readers who might not be as familiar what can you tell them about the brand?
Softstar is an employee-owned footwear manufacturer based in Philomath, Oregon. We design, craft and sell healthy footwear that is protective, comfortable and stylish, allowing feet to move as freely and uninhibited as possible. There are no heels, arch supports or tight uppers. Research and experience shows that being barefoot or wearing minimal shoes leads to stronger arches, more muscular feet and ultimately better balance and control. We did not start out with this intention, but rather our customers led the way over the years. One of the most fulfilling and completely unexpected outcomes of growing Softstar are the thousands of customer stories over the years on how our shoes have changed lives for the better. Many customers are able to free themselves from chronic back, knee or foot pain by switching to minimal shoes. Others regain balance and strength, or gradually reverse foot deformities like bunions or hammer toes. Softstar is the “grand-daddy” of minimal footwear. What started as a kernel of intuition knowing that babies and toddlers needed soft, foot friendly shoes grew into a full line of adult athletic and casual shoes, boots and sandals. We are known for our glove-like soft breathable leathers, the ability to customize your own colors and for exceptional made-in-USA quality. Our shoes are sold exclusively at www.softstar.com and customers can come visit our workshop in Oregon and see the shoes being made.
Who else deserves credit in your story?
My dear friend Larkin was a co-owner from 2005 thru 2018. Together we raised the business and our kids, and built the foundation for where Softstar is today. Another of my closest friends Sarah came to Softstar for what she thought would be a temporary part time job in 2010 and stayed ever since, Sarah is now our fearless Chief People Officer – injecting managerial discipline and insane fun into every day. Keita came to Softstar 20 years ago as a talented teenage seamstress and now runs Operations with her whip-smart business intuition. This trio of women have played an outsized role as Softstar leaders. My patient husband Sal has been the quiet backbone of my life, helping me regroup after a tough day and providing financial stability for Softstar to fall back on during tough times. I’ve been fortunate to work with an amazing array of shoe-making “Elf” co-workers over the last 2 decades, all having fingerprints on my heart, enriching my life, for which I am incredibly grateful.
Pricing:
- $50-$72 Children’s Shoes
- $130-$285 Adult Shoes
Contact Info:
- Website: https://www.softstarshoes.com/
- Instagram: https://www.instagram.com/softstarshoes/
- Facebook: https://www.facebook.com/SoftstarShoes
- Youtube: https://www.youtube.com/user/SoftStarShoes
- Yelp: https://www.pinterest.com/softstarshoes/
- Other: https://www.tiktok.com/@softstarshoes?lang=en
