Fancy footwork: an orthopedic surgeon-turned-entrepreneur proves to the world she can stand tall on her own

Vital Stats: Taryn Rose, 35, founder of Taryn Rose International Inc.

Company: High-end shoes for women and men that boast classic style and handcrafted comfort

Sales: $15 million projected for 2003

Woe My Feet! "I was a resident at USC School of Medicine, on my feet up to 14 hours a day. I had a hard time finding shoes attractive enough to go with my wardrobe, but also comfortable enough to meet my functional needs. Also, I saw a lot of women who needed foot surgery because of tight footwear. I thought, 'I should see if there is something out in the market.'"

Say Again, Doc? "My family was opposed [to my starting a business]. They're a traditional Asian family. They thought I was giving up prestige and a good income to take on a lot of risk. For me, that was exciting. That was how I wanted to live-to have a vision, build on that vision and be proud."

More Talk, Less Ads: "I find editorial is more important than advertising because we want to educate so people understand what we're all about, and you can't do that with an ad."

Sole Searcher: "I targeted a niche, the luxury market, with comfort as a philosophy. My customers are like myself-independent [people] who are in control of their lives. They're not victims anywhere, and they're not going to be fashion victims."

Contact Source

* Taryn Rose International www.tarynrose.com

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