When Paola Ramirez-Shah founded Tucketts, she wasn’t just designing a better grip sock, she was finding her own footing.
Pregnant and newly transplanted from London to Los Angeles, the Colombia native remembers feeling adrift in an unfamiliar world.
“I felt an overwhelming sense of newness and isolation,” she said. “Everything felt foreign and lonely.”
When a friend mentioned opening a Pilates studio, Paola jumped in to help, visiting studios, taking classes to better understand the industry. That’s when she made an unexpected discovery: there wasn’t a single grip sock that fit the needs of barefoot workouts.
In 2014, she created Tucketts, a line of colorful toeless grip socks designed to maximize connection with the ground, launching the brand in the Amazon store in 2017. Within two years, her Amazon sales grew by 300%, and Tucketts became a seven-figure business.
She credits Amazon’s A+ Content, which allows sellers to enhance product pages with videos, rich imagery, and comparison charts, with helping customers quickly understand what makes Tucketts unique. By using A+ content to visually tell her brand story, Paola was able to highlight the benefits of Tucketts’ patented toeless design while improving the shopping experience, an approach that can result in up to a 20% increase in sales for Amazon sellers.
Paola also relies on Amazon’s Brand Analytics, which gives sellers insight into customers shop, including search terms and frequently purchased products. Those insights have helped her better understand what customers are looking for and refine Tucketts’ marketing and product strategy as the brand continues to grow.
As a certified women-owned business, Tucketts reflects Paola’s belief that empowerment starts from the ground up. Each pair is ethically made in Colombia, employing local women and supporting economic opportunity in her home country. The company also gives back through global initiatives, from peace-building efforts in Colombia to marine conservation, education for Maasai girls in Tanzania, and funding prosthetic feet for children in need.
“At Tucketts, every purchase is an investment in personal wellness and a broader positive impact,” Paola said. “When our customers buy a pair of socks, they’re caring for themselves and empowering others too.”