Tina Aldatz Norris founded Foot Petals in April 2002. As an 11 year Fashion Industry veteran, Tina noticed there was something lacking in the marketplace for stylish women that enjoy wearing high heels, but still want to be comfortable.

In New York at the time, as Special Events and Merchandising Director for BCBG Max Azria, Tina was always on the go.

It was important for her to look stylish, and feel comfortable. Tina refused to succumb to the skirt and sneaker look, that many New Yorkers fall prey to, just for the sake of comfort. Tina was not about to give up her sexy heels or business chic pumps, instead she bought bulky orthopedic insoles from drugstores, cutting and pasting them to fit all of her various shoe styles.

The major problem now became the unfortunate look of neon blue bulky insoles cut, hanging, and glued all over the inside of her fashionable footwear! Now she couldn't even kick her shoes off to relax, due to the embarrassment of what was inside.

Years later, as a Los Angeles native, convinced there was a solution to this ongoing problem, Tina found a high performance urethane in a US factory. She began testing the urethane material and found its benefits to be many such as; repels moisture, bacteria, and odor, absorbs shock, and was available in a desirable color palette.

Developed from this urethane material "Tip Toes" ball of foot cushion were created. "Tip Toes" permanently adhere to the shoe insole, are virtually invisible and will not show in open toe footwear. "Tip Toes" keep feet from sliding forward, stop "ugly overhang", and prevent blisters and calluses form forming while protecting bones and tissue. Not only has "Tip Toes" been endorsed by the Fashion Industry as the women's footwear "must have," it has been proven medically beneficial and is endorsed by the Beverly Hills Podiatry Associates.

Continuing the quest for beautiful feet, Foot Petals recently introduced a new product, "Heavenly Heelz." The latest product helps keep heels from slipping in and out of shoes, prevents stiff shoes from cutting into the sensitive heel area, and eliminates blisters. This versatile product can also be used at the top of the shoes to solve sizing issues. Currently, Foot Petals, Inc. is a female owned and operated company based in Southern California. Foot Petals products are sold in the finest retail shops in the world and online. Our collection will continue to grow just as your shoe collection does… because your feet don't have to suffer to be beautiful.