I'm Na'eema — a senior at NYU, a content creator, and the founder and CEO of Hedy. I'm a Gen Z woman building a business from scratch while living the exact problem it solves.
Heels are the unofficial uniform of the professional, independent woman. They're power, polish, and presence — and they're also one of the most gruesome, quietly accepted pains of working life. I know because I feel it every day.
So instead of accepting it, I created the first footliner — designed by a woman who actually wears the shoes, for the women who wear them too.
There's no way women are accepting that high heel pain is just the natural trade-off of "looking professional for your new startup job" or "nailing the outfit for the after party" ANYMORE.
Hedy is an empowering brand for a customer who's just like the woman who built it: independent, overly ambitious, multi-faceted, and fun.