About US


The Start

In the spring of 2013, Jay Williams poured his creativity into a unique graduation gift for his daughter Mara: a pair of hand-designed shoes that celebrated her valedictorian achievement. Little did he know, this personal gesture would spark a journey that would blossom into a brand that with customers across the US and abroad

Getting Noticed

Jay, inspired by sun-kissed Laguna, crafts eye-catching shoes that capture the town's vibrant soul.  Locals, especially the Laguna artist community, rock his creations, a curious reporter notices, interviews Jay for a lead story, and bam. More sales more awareness, Alma hits the radar of the LA Times. Another interview, another lead story and boom.

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Fashion World Embraces Alma

  • Exclusive Pelican Hill Resort produces a designer
    showcase event around Alma
  • Jay invited to lecture to fashion and design departments of several Southern California colleges.
  • Alma working with retail partner in West Africa to open up Nigerian and Cameroon

Free Shipping

Free Shipping for all shoe orders

Alma Guarantee

Notify us of any issue within 14 days of delivery and we'll exchange your order.

FOMO Collections

FOMO designs are only available for a limited time and will never be produced again.

Flexible Payment

Pay with Multiple Credit Cards