The Family Behind Mystique Sandals Plans to Sell the 26-Year-Old Brand
What began as a passion project for a husband-and-wife duo turned into a thriving handmade sandal business. Now, after 26 years, the Levys — the family behind Mystique Sandals — are ready to embark on a new chapter and have decided to sell the brand.
Yamin and Dorien Levy, along with their daughters Danielle and Michelle, have built the Los Angeles-based company by staying true to its founding mission: to create handmade bejeweled shoes produced by artisans in Bali.
“We use traditional techniques that have existed for centuries,” said Danielle Levy. “Our customers are not just acquiring a pair of exquisite sandals. They are embracing the spirit of a family’s legacy and immersing themselves in the authenticity of Bali’s legacy.”
At its height, the made-to-order brand racked up sales between $5 million to $8 million annually, with Yamin and Dorien attending about eight trade shows a year and selling to stores from Anthropologie to Bloomingdale’s and Harvey Nichols in Dubai.
Today, during a time of change and challenge across the footwear business, Mystique has revenues of about $2 million a year and continues to invest heavily in production and shipping. In addition to its direct-to-consumer business, Mystique is stocked at websites such as Shopbop.com and high-end luxury hotels.
“Our quality and designs are one of a kind, and we have customers who have been with us from day one,” Danielle said, adding that collaborations with jewelry designer Stephanie Gottlieb and author Elin Hilderbrand have been highlights through the years.
The second generation oversees almost every aspect of the business, from design and marketing to wholesale and e-commerce to shipping and customer service. Yamin still helms production, often working through the night in Los Angeles so he can interact with his team in Bali.
The Levys employee hundreds of people, who create every element of the shoes — from start to finish — in Bali. (The production facility is actually a house, with a yard, fountain and bird sanctuary.)
The business is truly a family affair, and the Levys pay for the Balinese workers to send their children to school — and provide monetary support for their Hindu religious ceremonies.
While they continue to support their team, the Levy daughters now want to support their parents in a bigger way. Yamin suffered a heart attack early this year, prompting the family to make the difficult decision to sell the business.
“We know that with the right team and a new business approach, someone can acquire our name and our unique product and launch it to the next level,” Danielle and Michelle said.