The Beacon Business Spotlight Report highlights individuals who have impacted local businesses, so it's no surprise that our very own Frank Cammarata was recently featured in the newspaper's popular column. Looks like the word is spreading about The Enjoiya Group and our three popular footwear brands!
Below is a Q&A interview with Enjoiya Group CEO Frank Cammarata, which was written by Wicked Local journalist Patty Mahoney.
Beacon's Business Spotlight: Boxborough-based Enjoiya Group
The Enjoiya Group, a Boxborough-based company headquartered at 1740 Massachusetts Ave., designs, develops and manufactures three women’s footwear brands.
Frank Cammarata, of Southborough, founded the Enjoiya Group six years ago and the company has since grown from just Cammarata to a staff of 14. Today, the company operates Secret Celebrity, Soft Comfort, and Enjoiya.
Cammarata recently answered a few questions about the business and what's on tap for the Spring line. Answers may be edited for length, content, or clarity.
Please tell us a bit about your business?
Our company designs, manufactures, and distributes three uniquely distinguished women's footwear brands called ENJOIYA, Soft Comfort and Secret Celebrity to retailers across the country. ENJOIYA, our upscale fashion brand, features European styling, high-quality materials and textures, vibrant colors, and flawless craftmanship. Comfort, fit and versatility also play an integral role. Price-points are $80-$120. Our Soft Comfort brand is casual, sporty, stylish, and extremely comfortable, while Secret Celebrity emphasizes city-chic, on-trend styling with more bling and an emphasis on heels.
Both brands retail for $49-$79 and showcase a terrific assortment of sandals, flats, wedges, boots, and athleisure sneakers.
q What 2. What sets your business apart?
All three brands command their own identity. ENJOIYA is a boutique brand that offers edgier European styling, exquisite materials, and colors, and is engineered with an ultra-comfortable fit. Soft Comfort is stylish, casual, and comfortable, while Secret Celebrity is more chic and sophisticated, but also very comfortable. Both Soft Comfort and Secret Celebrity are targeted to value priced consumers. We also take much pride in our dedication to customer service. Both for our brick and mortar retail customers, as well as our direct consumers. This ethic is something that we feel is very important.
Enjoiya Comoda Extralight Slingback Courtesy Photo/The Enjoiya Group
3. How did the pandemic affect your business?
In mid-March of 2020 virtually all of our retail partners across the country shuttered their doors. It was abrupt, shocking, and certainly unprecedented. There was no handbook on what to do, so we basically just huddled as a team and decided to take it week to week, step by step. I was fortunately able to keep our entire team together during this period, and that was personally very gratifying for me.
We just decided to simplify things, pull together, use common sense, and focus acutely on problem solving. Our retailers canceled product, orders stopped coming and our supply chain was seriously disrupted. One key initiative was to keep in close contact with our retailers and buyers to see how they and their families were doing, and also to let them know that we were being persistent and focused on surviving this calamity and the terrible tragedy and sadness it wrought upon the world.
We kept our poise, kept business operations moving as normally as we could and now we are coming out on the other end of this, God willing, in a positive way. Hopefully stronger and positioned for success more than ever.
Enjoiya Val Venosta Sneakers Courtesy Photo/The Enjoiya Group
4. What are some shoe trends for spring?
Due to lengthy lockdowns, Zoom schooling and remote working environments we have focused this season a bit more on indoor-outdoor footwear. Casual athleisure styles, sneakers, fabric slip-ons, thong sandals, espadrilles, and slippers. Not basic, but with a pop of color and an emphasis on material interest and bling. We want people to feel vibrant and hopeful, while maintaining a sense of style!
Secret Celebrity Honey Nectar Thong Courtesy Photo/The Enjoiya Group
5. Where can customers find your shoes?
Customers can find our shoes at:
Secret Celebrity (www.secretcelebrityshoes.com)
Soft Comfort (www.softcomfortshoes.com)
In addition, our shoes can be found in boutiques, specialty stores, department stores and select dot-com sites across the USA.
Soft Comfort Oceanside Sandal/ Courtesy Photo/The Enjoiya Group