To do the work you love, you’ve got to unlock a few doors. UNLOCKED Stories are honest conversations with people who chose a path and made it happen.
A note from Ellen:
Imagine walking into a major clothing store and seeing a fabulous pair of shoes—that you designed—sitting right there on the shelf. For Alana Oates, that’s not a far-fetched fantasy—that’s her reality!
Alana isn’t just a talented and creative shoe designer—she’s also a driven, ambitious women who won’t accept “no” for an answer, even when company leaders tell her “no” three, four, five or six times in a row.
It was such a pleasure to interview Alana. I have a feeling you’ll love “meeting” her—and seeing her beautiful designs—just as much as I have.
What do you do?
[Alana]: I’m a shoe designer for Gap Inc., designing their women’s shoe line for their Old Navy brand.
What were you doing before you became a shoe designer?
[Alana]: Before I was a shoe designer, I studied art and fashion design at an all-women’s art college in Philadelphia, Moore College of Art and Design.
While I was in school, I worked a number of internships. These jobs were pretty grueling, but each one helped to inform what I wanted in a career. Many of these internships were unpaid, so I spent my weekends working in restaurants.
What is your favorite part about your work?
[Alana]: I fell in love with designing shoes instantly. It felt so similar to sculpture, which has been a passion of mine throughout my life.
With shoes, you have the challenge of offering trend and beauty paired with the task of making it comfortable and wearable. That challenge excites me each time I design.
What is your least favorite part about your work?
[Alana]: My least favorite part is being far away from where the shoes are being made. I’m happiest when I’m in the factories—flipping through leather swatches, sifting through trims, meeting craftsmen and vendors face to face, and working hands-on with the makers. But I don’t get to do that every day. Often, I’m working from an office in San Francisco—not in the actual factories. In my “perfect world,” I’d be able to visit the factories every week.
How do you begin your day?
[Alana]: My ideal morning starts with a good workout. I love Pilates and yoga.
When I’m getting ready for work in the morning, I listen to podcasts—usually something inspiring. I’ve really been enjoying Sophia Amoruso’s #Girlboss podcast lately. Her show features interesting women from all kinds of industries: tech, fitness, wealth management, arts and entertainment. Listening to their success stories gives me a rush of inspiration for my day.
I love the process of doing my make-up, picking out an outfit, and deciding which shoes are best suited for my day’s schedule. If I’m not rushing, it’s actually my favorite part of the day!
Can you describe your morning beauty routine? Favorite products or make-up brands? What’s in your bathroom (or purse) right now?
[Alana]: My morning starts with a post workout shower. Right now I’m dedicated to Davines Oi hair products. The line is absolutely divine! The scent is so unique and makes your hair smell incredible all day. I also just discovered First Aid Beauty’s 5 in 1 Bouncy Mask. It’s such a fun product to use, and it has a cooling sensation and a light cucumber smell, which makes it vital for summer. Brows are trending right now so I take special time and attention for mine. I use a trifecta of wax, powder, and a tinted brow gel.
When you’re having a difficult or stressful day, how do you get through it?
[Alana]: When I’m having rough day, my first instinct is to meet up with a girlfriend. Talking it out is therapeutic for me, and I’m lucky enough to have incredible friends who give amazing advice. And wine always helps!
What has been the most challenging chapter of your career so far?
[Alana]: I was two years into my first job out of college and my incredible boss left the company. There was a development trip overseas planned, and in his absence, the budget for his part of the trip was dropped.
I was upset that he was leaving, but I knew I needed to go on that overseas trip. I redesigned the collection that he and I had been working on, and despite hearing “no”—my least favorite word—at least five times, I finally got the budget to go to India and spearhead the development of the collection.
It ended up being the best-selling collection that year, and the designs that came out of it are still some of my favorites.
You mentioned that you hate hearing the word “no,” and that your proposal was rejected over five times before the company finally agreed to send you to India. Hearing “no” is never fun! How did you manage to unlock that door—and persuade them to change their minds?
[Alana]: I knew it was important for me to go on the trip to India, so it was up to me to prove it to my leaders. I worked hard to pull everything together to illustrate what the collection could be—and I had to present my ideas over and over again. But finally, I got through. Basically: I just wouldn’t accept “no” for an answer!
Do you ever fantasize about having a totally different career? What would you do?
[Alana]: When left to my own devices, I’m flipping through home magazines like Elle Décor and Cabana Home or ‘Pinning’ interiors. If I wasn’t designing shoes or accessories, I would definitely become an interior designer.
Who are your personal heroes and role models?
[Alana]: I admire well-traveled and ambitious women. My mother is my #1 hero. Other than her—I admire Angelina Jolie, Diane Von Furstenberg, Diana Vreeland, and other women who have a clear vision, who are driven and hard-working, and who refuse to take “no” for an answer! I also have an amazing network of friends who inspire me every day. I’m constantly meeting new role models and mentors.
next door that you need to unlock? (And what’s the plan?)
[Alana]: The next door I’m hoping to unlock is the door to entrepreneurship. I’ve learned so many valuable lessons working for large companies and credible brands, but I’m excited to forge my own path. I’ll be releasing a special collection I developed with artisans in India around the holiday season. It’s a beautiful capsule and I can’t wait to share it, so stay tuned!
Last but not least: what’s your biggest piece of advice for anyone who wants to do amazing work in the world, stay motivated, and unlock major doors?
[Alana]: Cultivate a supportive and inspiring network for yourself.
My friends and those in my network are my biggest motivators, and it’s great to have friendly competition to keep you going when you feel like giving up.
Reach out to those who inspire you, and pay attention to the people around you who are doing great things. Having a strong network can unlock a lot of doors.
UNLOCK YOURSELF
Three questions to think about, write about—or talk about with a friend.
1. Alana did a series of unpaid internships—while still attending design school—to hone her skills. Those internships paved the way for her current job at Gap / Old Navy.
Imagine that you could get an unpaid internship or apprenticeship at any company in the world, learning about any industry or trade that you want. What would be your “fantasy internship”?
2. Alana’s favorite morning routine involves Pilates or yoga and an inspiring podcast or two—plus plenty of time to do her make-up and choose an outfit in a leisurely fashion!
What’s your ideal morning routine? Does your actual morning routine match up pretty closely? What could you adjust to make your morning feel a bit better? (A great morning always sets you up for a great day!)
3. For Alana, having close friends and a strong professional network is worth more than just about anything else. As she puts it, “having a strong network can unlock a lot of doors.”
Who are your three closest friends? When was the last time you reached out to each of those people just to say “Thanks for being in my life”? This week, make an effort to connect and nurture those friendships with a text, phone call, email, or face to face meeting.
For more UNLOCKED interviews, click over here.
Know somebody that ought to be spotlighted? Write to me here.
See you next time for another inspiring conversation!
