Making a Difference --One Pair of Slippers at a Time:  An Interview With Dearfoams(R)

As one of the top slipper brands, Dearfoams® has helped the bedroom slipper become an innovative and chic part of the footwear industry. While it would be easy for them to sit comfortably at the top of the slipper category, Dearfoams® is using their brand influence to change the lives of women—one pair of slippers at a time. Karen Jacobs, director of marketing for Dearfoams®, recently spoke with Patti Minglin, M2Moms® E-ssentials editor, about the brand’s partnership with the Making Memories Breast Cancer Foundation™ , how other brands can use such partnerships to make a difference in the world and why they are bringing National Slipper Day to this year's M2Moms(R)-The Marketing To Moms Conference.

Minglin: What made you decide to seek out a partnership with a not-for-profit organization?
Jacobs: We are in the comfort business and opportunities to make people’s lives more comfortable is a key initiative. Given that the majority of our customers are women, we chose breast cancer awareness and created a pink ribbon slipper.

Minglin: You selected the Making Memories Breast Cancer Foundation™ as your partner—what made them such an ideal fit?
Jacobs: The mission of the foundation is to grant wishes and memory-making events to terminally ill breast cancer patients and to educate the public about the best practices to prevent metastatic breast disease. In essence, their goal is to make life more comfortable for a patient by granting wishes--that is perfectly in line with our goal of providing comfort.

Minglin: How does this partnership work?
Jacobs: They are our official “Pink Ribbon” charity. A portion of the proceeds from the sale of each pair of signature slippers with the special Making Memories Breast Cancer Foundation™ logo packaging goes to the Foundation to help fulfill the final wishes for individuals who have little time left to make memories with their loved ones. The slippers are available through national retailers such as Sears, but can also be purchased online through www.dearfoams.com.

Minglin: Yet, you have taken this partnership one step further and are getting businesses involved in raising funds for the organization. Tell us a little about this part of the initiative.
Jacobs: Three years ago, we launched National Slipper Day. We ask companies to invite each employee to contribute two-dollars to the Making Memories Breast Cancer Foundation™, in exchange for a foot-soothing day in their favorite slippers. This year the event will be held on Friday, October 24th.

Minglin: And if I’m a company who is interested in participating….
Jacobs: You can visit the Making Memories Breast Cancer Foundation™ site to download your Slipper Day Kit—it comes with everything from a press release to send to local media to posters, check stuffers and even donation receipts. We have also included a coupon for employees wishing to place an online order for some new Dearfoams® slippers to wear during National Slipper Day.

Minglin: For other companies looking to enhance their brand by creating a similar partnership, what tips do you have?
Jacobs: I would advise people to choose a partnership that has as much passion in their cause as you do in your product. Make sure you do your due diligence on the organization and that the goals of each are aligned.

Minglin: Aren’t you bringing National Slipper Day to this year’s M2Moms®-The Marketing To Moms Conference?
Jacobs: Yes we are and we are very excited! On October 23rd, we will encourage all attendees to be comfortable by wearing our signature Pink Ribbon slippers to the conference. Dearfoams® will be donating the slippers for purchase ($10 minimum donation) with all proceeds going to th Making Memories Breast Cancer Foundation™.

Minglin: Personally, I can’t wait to ditch the high heels for the comfort of some slippers—especially knowing I will be helping such a great organization. Thank you, Karen.