![\"\"](\"https:\/\/dollarsandsense.sg\/business\/wp-content\/uploads\/2025\/01\/Amy-and-Esther-Co-Founders-Machino-1024x682.jpg\")
<\/figure>\n\n\n\nFrom Passion to Purpose<\/strong><\/h3>\n\n\n\nDynamic duo behind Machino, both Esther and Amy like to call themselves the “sole-sisters”. Of course, besides being the co-founders of Machino, they\u2019re actually biological sisters. Their love for fashion, especially shoes, has been a part of their lives since childhood.<\/p>\n\n\n\n
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\u2019t planned. <\/p>\n\n\n\n
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.<\/p>\n\n\n\n
Read Also: Growing A Modern Sock Brand In Malaysia: How Jaesoul\u2019s Wayne Lim Is Taking It One Step At A Time<\/a><\/em><\/strong><\/p>\n\n\n\nA Factory Visit and An “Aha!” Moment <\/strong><\/h3>\n\n\n\nLike 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.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
Machino: What\u2019s In A Name<\/strong><\/h3>\n\n\n\nAptly 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\u2019s beautiful diversity. <\/p>\n\n\n\n
Likewise, their designs are inspired by Malaysia\u2019s rich cultures and traditions, and they hope to share that multicultural vibrance with the world.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n![\"\"](\"https:\/\/dollarsandsense.sg\/business\/wp-content\/uploads\/2025\/01\/Machino-Community-1024x682.jpg\")
<\/figure>\n\n\n\nTheir Iconic \u201cHana\u201d Shoes<\/strong><\/h3>\n\n\n\nBringing their designs to life wasn\u2019t easy at the start. With no real experience backing their entrepreneurial journey \u2013 both in crafting shoes or starting a business, the sisters had to learn the hard way \u2013 through trial and error. <\/p>\n\n\n\n
When it came to their designs, they quickly learned that what looked great on paper didn\u2019t 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. <\/p>\n\n\n\n![\"\"](\"https:\/\/dollarsandsense.sg\/business\/wp-content\/uploads\/2025\/01\/Machinos-Hana-Line-1024x682.jpg\")
<\/figure>\n\n\n\nTheir 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\u2019s belief that style and comfort can co-exist.<\/p>\n\n\n\n
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. <\/p>\n\n\n\n
Their bold flower design on a strappy heel became an instant hit.<\/p>\n\n\n\n
Lessons Learned: Chasing Growth And Mending Problems <\/strong><\/h3>\n\n\n\nLike many startups, Esther and Amy bootstrapped Machino. With a RM100k loan from their parents, they were invested to make it work. <\/p>\n\n\n\n
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.<\/p>\n\n\n\n
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. <\/p>\n\n\n\n![\"\"](\"https:\/\/dollarsandsense.sg\/business\/wp-content\/uploads\/2025\/01\/Machino-Shoes-1024x682.jpg\")
<\/figure>\n\n\n\nAs 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. <\/p>\n\n\n\n
Managing finances efficiently, they discovered, was just as crucial as crafting beautiful, comfortable shoes.<\/p>\n\n\n\n![\"\"](\"https:\/\/dollarsandsense.sg\/business\/wp-content\/uploads\/2025\/01\/Machino-Store-1024x682.jpg\")
<\/figure>\n\n\n\nEngaging And Contributing To Their Community<\/strong><\/h3>\n\n\n\nFor Esther and Amy, authenticity is everything. They\u2019ve 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.<\/p>\n\n\n\n
A Factory Visit and An “Aha!” Moment <\/strong><\/h3>\n\n\n\nLike 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.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
Machino: What\u2019s In A Name<\/strong><\/h3>\n\n\n\nAptly 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\u2019s beautiful diversity. <\/p>\n\n\n\n
Likewise, their designs are inspired by Malaysia\u2019s rich cultures and traditions, and they hope to share that multicultural vibrance with the world.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n<\/figure>\n\n\n\nTheir Iconic \u201cHana\u201d Shoes<\/strong><\/h3>\n\n\n\nBringing their designs to life wasn\u2019t easy at the start. With no real experience backing their entrepreneurial journey \u2013 both in crafting shoes or starting a business, the sisters had to learn the hard way \u2013 through trial and error. <\/p>\n\n\n\n
When it came to their designs, they quickly learned that what looked great on paper didn\u2019t 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. <\/p>\n\n\n\n<\/figure>\n\n\n\nTheir 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\u2019s belief that style and comfort can co-exist.<\/p>\n\n\n\n
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. <\/p>\n\n\n\n
Their bold flower design on a strappy heel became an instant hit.<\/p>\n\n\n\n
Lessons Learned: Chasing Growth And Mending Problems <\/strong><\/h3>\n\n\n\nLike many startups, Esther and Amy bootstrapped Machino. With a RM100k loan from their parents, they were invested to make it work. <\/p>\n\n\n\n
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.<\/p>\n\n\n\n
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. <\/p>\n\n\n\n<\/figure>\n\n\n\nAs 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. <\/p>\n\n\n\n
Managing finances efficiently, they discovered, was just as crucial as crafting beautiful, comfortable shoes.<\/p>\n\n\n\n<\/figure>\n\n\n\nEngaging And Contributing To Their Community<\/strong><\/h3>\n\n\n\nFor Esther and Amy, authenticity is everything. They\u2019ve 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.<\/p>\n\n\n\n
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\u2019s beautiful diversity. <\/p>\n\n\n\n
Likewise, their designs are inspired by Malaysia\u2019s rich cultures and traditions, and they hope to share that multicultural vibrance with the world.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n Bringing their designs to life wasn\u2019t easy at the start. With no real experience backing their entrepreneurial journey \u2013 both in crafting shoes or starting a business, the sisters had to learn the hard way \u2013 through trial and error. <\/p>\n\n\n\n When it came to their designs, they quickly learned that what looked great on paper didn\u2019t 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. <\/p>\n\n\n\n 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\u2019s belief that style and comfort can co-exist.<\/p>\n\n\n\n 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. <\/p>\n\n\n\n Their bold flower design on a strappy heel became an instant hit.<\/p>\n\n\n\n Like many startups, Esther and Amy bootstrapped Machino. With a RM100k loan from their parents, they were invested to make it work. <\/p>\n\n\n\n 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.<\/p>\n\n\n\n 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. <\/p>\n\n\n\n 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. <\/p>\n\n\n\n Managing finances efficiently, they discovered, was just as crucial as crafting beautiful, comfortable shoes.<\/p>\n\n\n\n For Esther and Amy, authenticity is everything. They\u2019ve 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.<\/p>\n\n\n\n<\/figure>\n\n\n\nTheir Iconic \u201cHana\u201d Shoes<\/strong><\/h3>\n\n\n\n
<\/figure>\n\n\n\nLessons Learned: Chasing Growth And Mending Problems <\/strong><\/h3>\n\n\n\n
<\/figure>\n\n\n\n<\/figure>\n\n\n\nEngaging And Contributing To Their Community<\/strong><\/h3>\n\n\n\n