An Interview with GUAN Meng, the founder of Twinkima.G

Twinkima.G is a shoe brand based in Beijing, it has four physical stores which not only sell shoes, but also provide shoeshing service.

The founder, GUAN Meng is very passionate about shoes and this business, let us find out his journey.

Briefly introduce yourself.

My nickname is Gamer, born in Shandong province, now live in Beijing.

How did you get in contact with quality dress shoes?

Being sales in Automotive industry for years, I have been wearing suits everyday.

Maybe I had seen too many wonderful shoes from shoemakers in Europe, I could not find satisfactory shoes in China, either too expensive, or too ugly.

I once saved money for a long time to buy a pair of Berluti Andy, and after buying it, I was not very willing to wear it.

How did you come up with the idea to enter this industry? What setbacks and difficulties have been encountered?

By chance, I invested in a handmade shoe factory, and the factory’s previous business has actually been making private label for custom suit stores in Beijing.

Since last year, my own main job has also changed a lot, so I have simply devoted myself to building my own brand.

The current difficulty is more a problem of cognition, ordinary consumers are not equal to enthusiasts, the general perception is that handmade shoes are hard, uncomfortable, and the leather sole is slippery.

We often need to be very patient and act as a preacher, guide consumers to discover the beauty of handmade shoes, which is a very difficult process.

What does the name Twinkima.G mean and the concept?

There are two reasons for this name.

The first was a Japanese video that first introduced me to shoe shine, and to be honest, I was stunned to know that shoeshining can be done so elegantly and ceremonically. I thought we could have that kind of craftsmanship too.

The second reason is that I left home at the age of 15 and came to Beijing, Beijing is my second hometown, I love this city deeply, and because it is homophonic, in my heart, Beiding (the Chinese for Twinkima) is Beijing.

Besides making money, what else do you want to achieve with this brand?

I still have some pride in creating a national brand. China does not lack good masters, no shortage of industrial chain or raw materials, why everyone thinks of Gaziano & Girling, John Lobb and Edward Green when it comes to top handmade shoes? We hope that one day more people know the Twinkima.G from Beijing, China.

How is the business currently? What are the development goals?

We are not bad at the moment, and we can maintain a small profit when the overall environment is not good, which is already a victory.

I have been doing tour exhibitions for the past two months, hoping to meet more customers.

What kind of good customers and bad customers have you met?

Those who are willing to know and encourage us are the greatest customers.

There are no bad customers, but some guests will be amazed when they put on their feet, your shoes are too hard to wear, and then they don’t listen to what we say.

I can only say that this type of guest is indeed not our audience, but there is no right or wrong, the handmade shoes are a niche market.

What do you value about the shoe product?

For me, leather and fit have always been my insistence.

Our costs may be ridiculously high compared to our peers, but we can’t give them up, and I always believe that time will tell our guests what is good.

Who are your target customers?

Those who have no or little exposure to welted shoes, and they used to buy ECCO.

Most customers don’t really understand the difference between welted shoes and cemented shoes, and there are not many requirements for design, but someone always has to tell everyone what a good standard is.

A few words to shoe lovers.

The atmosphere of this circle is much better than I have known in other circles. I always have tobacco, alcohol, sugar and tea, waiting for everyone to shine shoes.