By Sean Patrick Murphy
Necessity is the mother of invention.
That’s what prompted Medford woman Donna Hill to create a lucrative business selling insoles for flip flops.
Hill said she was invited to a friend’s house for a party and wasn’t sure if it was a shoes-on or shoes-off house so she wanted to wear flip flops but they were dirty inside. Therefore, she cut some fabric in the shape of her foot and glued it to the old flip flops — from that FlopTopz was born.
She said the cushioned insole and new fabric either makes the flip flop more comfortable or allows the wearer to keep them for another season.
Hill said the invention process began in 2007, the patent came through in August 2009, and the product was rolled out in August 2010.
She said she’s surprised business is good.
“Being a product no one’s ever heard of before it takes a long time for people to know that they need the product but once people find out about it and realize how useful it is and how inexpensive it is to renew a good pair of flip flops they buy them right away,” Hill said.
The FlopTopz sell for $7.50 on the website (www.floptopz.com), and from $6 to $10 in stores.
Hill, who has been to trade shows and placing her goods at retail stores all along the eastern seaboard, is surprised at her success. She said 25,000 pairs of FlopTopz have been sold so far.
Hill said she prototyped FlopTopz in the United States but that they are assembled in China.
Married almost nine years, she has four children and is a stay-at-home mom. Hill studied mechanical engineering at Lehigh University
“I can’t sit still,” she said. “I’m always having to do something.”
While pregnant, Hill said that instead of nesting and cleaning she would nest and remodel. Her other hobby is woodworking and furniture building.
According to Hill, flip flop sales outpaced sneakers in the footwear market in 2010. She said FlopTopz is not targeting cheap flip flops but those that sell for at least $20.
Hill also said the insoles’ antimicrobial coating keeps feet healthier and she has another patent in the process, a kind of recycled foam.
She credits her mother and mother-in-law for their support. Also, her husband, Dave (who just received his MBA from Drexel University), was “amazing” with the financial part of the business.
“I play a supporting role and try to take some of the pressure off when it gets to be too much,” Dave said.
He admitted he had doubts in the beginning but never doubted Donna would succeed and noted FlopTopz “are flying off the shelves.
“Today, my concern is not whether there is a market, but how best to serve it,” he said. “People love FlopTopz for so many reasons: some people like them because their shoes fit tighter and that improves their naturally stride when they walk, some people love FlopTopz because it keeps their feet cleaner and healthier, other people just think they are cute and they match an outfit, and everyone who tries them thinks they are comfortable.”
Dave said he is proud of his wife.
“Donna is a real inspiration and she is such a wonderful example to our kids and one of the smartest people I know,” he said. “Donna makes me proud because she has such a ‘can do’ attitude and this is infectious to everyone we meet.”
Julie Basello-Holt has owned Creative Genius Art Gallery and Studio in Medford for almost eight years. Her business is a fine art/fine craft gallery and studio offering great art gifts as well as art classes/workshops/camps for children and adults year round.
Basello-Holt said she just started selling FlopTopz a few months ago and they really started taking off as soon as the weather got nicer.
“My customers have definitely liked this product and have usually purchased more than one pair at a time,” she said. “People have specifically commented on what a clever idea the product is and have also commented on how good they feel.”
Donna said she has appeared on NBC 10 with Tracy Davidson and is now looking for national exposure.
