Yesterday (June 26, 2015), Rime business owner Sue Boyle continued to celebrate her collaboration with Reebok for the creation of Reebok x Rime Ventilator “Diamond” shoe. The shoe was released on the 25th specifically at the retail store, but wider release is expected for July 2.
The Brooklyn-based store also has another location on the Upper East Side. It not only caters to just Reebok sneaks, but also other big names such as Nike, adidas, Converse and Native – to name a few. Basically, Rime is a great sneaker boutique with a unique array. The ‘Diamond’ shoe is a part of the She Certified collection.
On the shoe:
Specifically designed for women, the silver metallic shoe offers a comfortable feel with an all-around usage for either style or running. However, let’s stick with style for now. It has a myriad of rainbow type colors providing a very girly feel to it. Now all buyers will receive a diamond key chain according to NiceKicks.com and the first 150 females who purchase the shoe will receive one pair of diamond socks for free plus a certificate to add.
On Sue DeHority:
The lively business owner didn’t miss a beat from last night’s release party. Entertaining media, guests and fans of Rime – Sue Boyle remained humble throughout being pulled in every direction. She educated us on why the creation of this shoe is so important for women in a male driven culture.
What’s the inspiration behind She Certified:
Well there are two different things – my creation of my store is different than the creation of She Certified. My store is male driven sneaker boutique because everybody assumes that this store is my husband’s. My store has been around for eight years now and I have a strong male following and I’m involved in the whole sneaker driven community and culture. But there’s nobody having a voice for women and that’s a problem. So being a female owner, I started trying to get into the boys club little by little and they let me in. As a matter of fact, some of them offered to host the shoe (Diamond Ventilator) so we did share.
On what inspires her when it comes to sneaks:
I love sneakers, I always have. I wore Chucks at my wedding going down the aisle and my husband wasn’t happy about that [laughs]. I’ve been married 21-years.
On her inspiration for the development of the Diamond Ventilator:
So what happened was I did collaboration with Puma two years ago which was a gold wedge that did really well. That was my first collaboration. And then I asked Reebok when I could do one with them and I kept bothering them. It took two and a half years because there’s a lot of people who do collaborations with Reebok have all been males for male stores. Other people like Alicia Keys and others are celebrities have teamed up with Reebok, but never anything for a regular person. I’m a regular girl doing a sneaker. I asked why can’t on of the stores have a collab sneaker for her by her. So She Certified is doing the first one and we need this to sell so other women can do this after me.
DeHority’s celebration included wine on ice, great music by DJ Eu and DJ FM of NYC, a knowledgeable great retail staff including Marvin and Tameka and overall, a great support system from her husband, daughter and friends.
What makes Boyle a great business owner? She understands the hard work, but is willing to bring forth modesty in her presentation. Who knew the creation of the ‘Diamond’ shoe originated from Boyle’s diamond falling out of her ring? Follow Rime on Instagram here and on Twitter.
Check out more pics below: