Today we’d like to introduce you to Lisa Plemons.
Hi Lisa, we’d love for you to start by introducing yourself.
I grew up in the shoe business, both retail and wholesale. My family owned a thriving shoe store for 91 years spanning three generations, so footwear has truly been part of my life from the beginning. I spent 30 years on the wholesale side of the industry, representing major brands including Nine West, Joan & David, Franco Sarto, and Naturalizer. During that time, I sold to large department stores, independent boutiques, and everything in between, while also making guest appearances on QVC and HSN.
Owning my own shoe boutique was always a dream, though for many years it didn’t feel possible. Then COVID changed everything. After 11 years with my company, much of the sales force was eliminated, and I was fortunate to be offered early retirement based on my tenure. Around that same time, my hometown shoe store in Paso Robles, Sole Tree Shoes, became available for sale. The timing felt meant to be.
I purchased the store four and a half years ago, and I still feel incredibly blessed that all the stars aligned for me to finally have a boutique of my own. I love curating unique shoe lines from around the globe and creating a shopping experience that feels special and personal. Most of all, I value the relationships we’ve built with both locals and visitors. I’m also grateful for my amazing staff, whose passion, talent, and dedication have been such an important part of our success.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
One of the biggest challenges of owning a shoe store in a tourist-driven town is balancing inventory. We serve a wide range of customers — locals, wine country visitors, weekend travelers, and people shopping for special events — so everyone is looking for something different. The challenge is making sure we have products that meet a variety of needs without spreading ourselves too thin or overbuying.
Thanks – so what else should our readers know about Sole Tree Shoes?
What we specialize in is bringing together unique, globally sourced brands that customers can’t typically find in big box stores or traditional department stores. We work hard to curate collections from all over the world that feel special, elevated, and different from what people see everywhere else.
What we’re most proud of is creating a shopping experience built around discovery. Our store is full of specialty items and thoughtfully selected footwear that reflects quality, craftsmanship, comfort, and style. Customers often tell us they love finding brands here that they’ve never seen before, and that’s exactly what we strive for — offering something distinctive and memorable rather than just following mainstream retail trends.”
Who else deserves credit in your story?
I’ve been fortunate to come from a family that has been in the shoe business for generations, both in retail and wholesale, so I grew up surrounded by the industry. My biggest influence was definitely my father. He was the president of a large shoe company and made a significant impact on the shoe industry during its heyday. He passed away before I opened my own store, but so much of what I do is inspired by what I learned from him, and I know he would be incredibly proud of what we’ve built.
My uncle Byron, who owned a very successful retail shoe business, has also been an amazing mentor and a tremendous source of knowledge and guidance over the years. My mother has been my biggest cheerleader from day one — always encouraging me, believing in me, and supporting this dream every step of the way.
And of course, my significant other Thomas deserves so much credit as well. His love, encouragement, and support through all the ups and downs of running a small business have meant everything to me. Having people who truly believe in you makes all the difference. I really see this business as carrying on a family legacy while creating something new for our own community.”
Contact Info:
- Website: https://Soletreeshoes.com
- Instagram: soletreepasorobles
- Facebook: Sole Tree
