When people think about shoes, they often think about fashion or functionality, but rarely both. That’s where Machino, a fast-growing Malaysian footwear brand, steps in. Selling stylish and 100% handcrafted shoes, Co-Founders Esther and Amy Tai refuse to compromise on comfort with their start-up Machino.
“Sole-sisters” Esther and Amy started Machino as a celebration of culture, craftsmanship, and confidence. Since its humble beginnings in 2020, they have turned their passion project into a thriving business that they hope will support women every step of the way (quite literally!) in their social and professional lives.
From Passion to Purpose
Dynamic duo behind Machino, both Esther and Amy like to call themselves the “sole-sisters”. Of course, besides being the co-founders of Machino, they’re actually biological sisters. Their love for fashion, especially shoes, has been a part of their lives since childhood.
Esther graduated from Monash University Malaysia with a marketing degree, while Amy earned her marketing degree from HELP University. Their journey to founding Machino wasn’t planned.
During the lockdown in 2020, with dim prospects to land a job, they decided to turn their passion for shoes into something real. This creative outlet very quickly turned into a burgeoning full-time business, and they have never looked back.
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A Factory Visit and An “Aha!” Moment
Like many women, Esther and Amy both loved the confidence that came with wearing heels but hated the discomfort. Esther often swapped her heels for flip-flops, while Amy endured high heels for hours to add a few inches to her gait. They realised there was a gap in the market for stylish, yet comfortable heels.
Their “aha!” moment came when they reconnected with a relative who owns a shoe factory in Kuala Lumpur. With over 20 years of experience, their uncle helped them learn the craft of shoemaking. Together, they created Malaysia’s first thick and firm sponge insole, combining style with all-day comfort.
Machino: What’s In A Name
Aptly reflecting their target audience, of all women in Malaysia, “Machino” stands for “MAlay,” “CHinese,” “INdian,” and “Others.” Esther and Amy wanted their brand to celebrate Malaysia’s beautiful diversity.
Likewise, their designs are inspired by Malaysia’s rich cultures and traditions, and they hope to share that multicultural vibrance with the world.
Designed for working-aged women who love fashion and value craftsmanship but desire comfort in their busy lives, Machino shoes can elevate any outfit and boost confidence.
Their Iconic “Hana” Shoes
Bringing their designs to life wasn’t easy at the start. With no real experience backing their entrepreneurial journey – both in crafting shoes or starting a business, the sisters had to learn the hard way – through trial and error.
When it came to their designs, they quickly learned that what looked great on paper didn’t always translate into a stylish or comfortable pair of shoes. Along the way, their uncle added his knowledge and experience, and they redefined what a great pair of shoe should look like with their signature Hana shoes.
Their Hana line of shoes have become the heart and soul of the brand. Instantly recognisable with its six-petal flower design, it is versatile enough to wear with any outfit, while being comfortable enough for any occasion. These shoes reflect Esther and Amy’s belief that style and comfort can co-exist.
After months of staying home during the second lockdown in 2021, they launched their Hana series to offer women something fun and exciting to wear when it finally came time to re-enter the world.
Their bold flower design on a strappy heel became an instant hit.
Lessons Learned: Chasing Growth And Mending Problems
Like many startups, Esther and Amy bootstrapped Machino. With a RM100k loan from their parents, they were invested to make it work.
Their approach was to prioritise high-quality materials while keeping marketing costs low. Having studies marketing and being in the industry, they roped in friends to help with campaign shoots and social media, which played a huge role in their growth.
One of their biggest challenges was during the 2023 Raya pop-up event. Hundreds of customers lined up for their shoes, and they ran out of stock quickly. They had to learn fast about crowd management, inventory management, supply chain turnaround and preparing for future pop-up stores.
As Machino’s popularity surged, they faced growing pains: rapid stock turnover required them to expand their team, order bigger shipments, and secure larger workspace, which all tightened their cash flow. It was during this period they realised the importance of having a professional accountant.
Managing finances efficiently, they discovered, was just as crucial as crafting beautiful, comfortable shoes.
Engaging And Contributing To Their Community
For Esther and Amy, authenticity is everything. They’ve built a community by sharing their shoemaking craft and meeting customers at pop-up events. Learning how their shoes became conversation pieces, and how it made women feel confident is what keeps them going.
Their social media presence reflects the brand’s identity: sophisticated yet fun. They’re inspired by global fashion trends, but they keep things real and relatable.
The Next Leg for Machino
Machino has big ambitions! In the works, the sisters hope to open a flagship store in KLCC and expand internationally. They’re also branching out into kids’ shoes with “Mini Machino” and exploring wellness-oriented designs under “Machino Wellness.” They also plan to expand into other complementary fashion accessories.
For those dreaming of starting their own brand, Esther and Amy have a simple yet powerful advice. Esther believes in diving in headfirst, urging aspiring entrepreneurs to take that first step. “Don’t overthink or wait for the perfect moment, because there’s no such thing,” she says. “You learn from your mistakes.”
Amy’s approach is about growth through boldness. “Step out of your comfort zone,” she advises. “Growth happens when you take risks and challenge yourself. Surround yourself with supportive people, stay curious, and never stop learning.”
Their journey is a testament to the power of passion, persistence, and the willingness to embrace the unknown.
Machino isn’t just about shoes, it’s about stepping into your best self. With a blend of style, comfort, and cultural pride, Machino is redefining what it means to “walk confidently.” Whether you’re looking for heels that don’t hurt or flats that feel fabulous, Machino’s got you covered!
Their story is a reminder that with passion, persistence, and a willingness to learn, even the simplest ideas can blossom into something beautiful.
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