On this episode of ChaiNet, we sit down with Sam Chetwood, founder of CeCe & Me.

After 15 years in financial PR, Sam quit her corporate career, retrained as a qualified shoe fitter, and started taking appointments from her kitchen. Today, she runs a franchised business built around one simple belief: kids’ feet are more complicated than most parents think.

We talk about:

* The moment in a shoe shop that made her walk away from her career.

* What parents do that makes her cringe every time.

* Why buying a size up or saving “good shoes” for occasions is actually harmful.

* What those first few months from her kitchen looked like.

* How she teaches someone else to do what took her six months of specialist training.

* Where AI fits into a deeply hands-on business.

* What’s real and what’s just a trend with barefoot shoes?

* The one piece of advice that surprises parents the most.

If you’ve ever bought shoes for a child and hoped for the best, this conversation is for you.

Listen to Sam Chetwood on ChaiNet now.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit chainet.substack.com