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On Winning The Hearts—And Dollars—Of Mommy Bloggers

Babies don’t really need expensive leather shoes. But thanks to some strategic mom marketing, Freshly Picked’s adorbs $60 baby moccs are hot.

In 2009, Susan Petersen, a stay-at-home mom in Provo, Utah, had a lightning bolt of an idea. She’d been struggling to find shoes for Gus, her newborn son. The baby shoes she saw in stores tended to be made of cheap materials. They looked shabby and often didn’t stay on his fast-growing feet. One day, she dreamt up tiny moccasins that, similar to Robeez, would fit snuggly around her baby’s foot and expand to accommodate chubby baby ankles.

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