About us

In 2022, when our daughter Madalena started walking, we discovered barefoot shoes — but there were no options available in Portugal. That was the starting point of this adventure: launching an online store with the first brand that believed in our project, Tip Toey Joey. On August 10th, the website went live for the first time, a date that will always remain very special to us.

Our customers quickly surprised us, and soon there was a growing need for an in-person experience: to try the shoes, measure children’s feet properly, and find the ideal model. That’s how, in February 2023, we opened the first physical store in Portugal exclusively dedicated to barefoot footwear. Our goal was to make a difference by giving parents full support and making their lives easier. That first year was a milestone for us — we met many families and learned a lot together about barefoot shoes. It was also when our first team members joined us, who are now our “right hands.” Liliana is responsible for the Setúbal store, while Irina manages customer support for the website.

Through this journey, one thing has become clear: we are nothing without our customers and our team. Today, we are ten people based in Setúbal, ensuring store service, customer support, website management, and order preparation. Inês, Filipa, João, Adriana, Beatriz, and Ana are the other team members, each one unique and essential in their own way.

During this journey, one of the questions we heard most often was: “When will there be a store in Lisbon?” And in November 2024, it finally opened, with our “M&M” team — Marta and Matilde — who have been tireless in providing the best support. More recently, Cristiana joined, and she has already won us all over with her positive spirit.

We are, above all, a family business — always learning and evolving. We don’t know exactly where the future will take us, but our hearts are full with the path we’ve walked so far. Whatever comes will be welcome, without expectations, simply with the same belief that has guided us until now.

But one thing we are sure of: nothing matters more to us than the satisfaction of our customers, and that our little ones are always FREE AND HAPPY.

As we like to say: whenever you need us, we are here.

Diana, Rafael & Madalena