In 2004, during her second pregnancy, Brenda Buell, the founder of Jack & Lily, faced a frustrating challenge. She couldn't find high-quality baby shoes at an affordable price for her little one. Determined to make a change, Brenda decided to take matters into her own hands and began crafting her own baby shoes.

Brenda firmly believed that children deserved superior baby and toddler shoes that would promote the healthy development of their tiny feet. She also recognized the importance of providing parents with high-quality baby shoes at fair prices.

Beyond just quality and style, Brenda understood that the well-being of those little feet was paramount. To address this, Jack & Lily introduced its signature flex-sole, specially designed to accommodate the natural movement and growth of children's feet. These soles are made from lightweight, non-slip, and 100% recyclable rubber to ensure safety.

From Brenda's humble beginnings of hand-sewing shoes, Jack & Lily has evolved into a global brand celebrated for its stylish shoes designed exclusively for babies and toddlers.

At Jack & Lily, we are supported by individuals who share our commitment to children's well-being. We are passionate about crafting unique styles and meticulously select materials that prioritize safety, durability, and quality. All our shoes are rigorously tested to meet the highest safety standards, including CPSIA and EN-71, ensuring they are entirely non-toxic and safe for children to wear. As parents ourselves, the safety and protection of our children are always at the forefront of our minds.

Our journey began with a simple mission: to provide comfortable, supportive, high-quality, stylish, and affordable baby shoes for everyday wear. Brenda continued to handcraft our shoes until the demand grew beyond her capacity, prompting us to expand and meet the needs of families everywhere.