Boots + Shoes. Sketchbooks too.

I finally met the boot maker. 

It was overdue.

I’d watched Frank Beneduci's San Francisco store and open workshop take shape, detail by detail: the smart, distinctive exterior palette and logotype, the diagonally-placed doors on the corner of 30th + San Jose, the museum-quality display of the custom-made shoes, and that glow as if lit from within.

Here are the timeless, inspiring truths I was grateful to be reminded of again. 

It’s the relationship, always.
His boots begin as a conversation: “Hi, I’m Frank,” he greets me with his hand outstretched and a warm smile, as the shop door closes behind. I see the lone assistant finishing a boot. “Can I take a closer look?" “Sure,” he replies as he guides us back.

Our conversation has an ease to it: the wonderful story behind his logo, the distinction between cobbler and cordwainer, the pride in how he translates five core measurements into a custom wooden lass. There is a welcome humanity here. Fully present and honest.

Care for your tools.
The boot maker tracked down and resurrected, from Ohio and elsewhere, stalwart U.S. made boot machinery from the 1930s and 1940s. He's had to teach himself how to keep it fine-tuned. Ditto when your tools are your hands and brain. Self-care is important so ideas can bloom.

Cross pollinate.
Beneduci brought together handcraft, American manufacturing and Italian pattern making techniques that he learned in Milan. Together this creates a distinctive, unique vision.

Creativity, front and center.
The bootmaker has positioned his drafting table, and thus sketching process, prominently in his showroom. Adjacent is his visible workshop (think open-kitchen restaurant). His client or customer is reminded that this exchange is something of value made by one person for another. Devotion to craft fills the room.

Thoughtful, unexpected details sing.
Anticipate what your client or customer needs and offer it graciously, and he or she will love you for it.  Convertible boots with interchangeable straps and placket. Cool. How could you make an offering dual-purpose for your client, in an inventive way?

Look outside your field for inspiration. Often.
You’ll find pleasure and perspective. And this will help you develop and define what's important and unique to you.

For this week consider,

What new inspiration could you draw on, from outside your wellness domain? Is there someone it’s high time to meet? 
What new action or habit could you bring to the fore this week to reinvigorate your creativity, or hone your point of view?
And, how could you make things glow so it feels as if your business and work is lit from within?

Here you’ll glimpse your distinctive approach and process, so that you can unlock its value and profit from it in your wellness business. We’ll pick up here next week.

Till then, I’d love to hear which timeless truth resonated most with you. Let me know here.

Instagram: @stacygarfinkel

The two beautiful commercial photographs linked above were taken by Steve Kepple Photography.

Here's a short video where Frank Beneduci talks about his vision and creative process.

Beneduci Shoes, 797 San Jose Ave., San Francisco

**Boots above are mine. Logo is his. For clarity's sake.