Tai Beldock stands out.
The co-owner of Erico Motorsports decided to put her role at the motorcycle shop in slow motion and focus on her new passion: shoes.
Beldock just opened the first Embassy London shoe store in the United States at 2855 Walnut St. in RiNo, next to Erico.
“I’m taking the next step and doing something new with my life,” Beldock said. “I’m 58, but I can still kick a little bit.”
Embassy London is a British brand known for its intricate and colorful handmade leather shoes for women and men. It was founded in 2011 by the son and daughter of a Lithuanian shoe merchant and has three stores in Britain.
Beldock and her husband John opened Erico Motorsports in 1993, which became one of the country’s leading motorcycle dealers for British brand Triumph. They moved the business to its current location in RiNo in 1999.
Several years ago, while attending a Triumph dealer conference, Beldock visited the Embassy London store in Oxford and “fell in love with their charismatic shoes,” she said. She has since filled her closet with the brand.
“I come to Erico pretty much every day and wear jeans a lot because it’s a motorcycle store, and these shoes were an amazing pop of color to whatever I wore,” Beldock said. “Everywhere I went, I couldn’t walk into any place without someone asking me where I got the shoes. “
When the pandemic struck and she was unable to make it to the UK, she resorted to shopping for shoes online. But, she said, the shipping costs were “ridiculously high.”
So she decided to email the company and ask if they could help distribute the shoes in the United States. But ultimately, it was Beldock’s love for shoes that won them over.
“I know the reason they chose me to be their US distributor was because they could tell how passionate I was about the product,” Beldock said. “I mean they just had to look at my sales, and they saw how many shoes I had bought. So it was pretty obvious that I was pretty crazy about their shoes.
Embassy London already has an American clientele of more than 20,000 people, according to Beldock. And she plans to market the brand on social media through advertisements and “influencers,” as well as through local events in the city.
Last week, she launched the company’s U.S. website. Beldock found a distribution center in Denver called Next Level Resource Partners at 600 W. Bayaud Ave. to Baker, where she will ship the shoes.
In addition to his love for shoes, Beldock connected with the business mindset of the founder of Embassy London.
“The shoes are made in small batches in small European factories, and many of the details on the shoes are handmade,” Beldock said. “The man who runs the company, Tomas, is also the lead designer along with his sister. They are intimately involved in all aspects of the business, just like John and I are at Erico. We both spoke the same love language about it. You know, you love your business so much and put all your heart and soul into it, and that’s exactly what we both do.
The new Embassy London store in RiNo occupies 450 square feet next to Erico Motorsports. It features around 120 styles of shoes, 80% of which are women.
“When I was little, I just remember you stepping into the Brannock, and getting yourself measured, and the employees sitting on the little stools,” Beldock said. “I have all of this in the store, and it’s going to be a real vintage experience. You are going to feel what I felt when I walked into the London Embassy in Oxford and you will feel that you are buying something really special. There is nothing encumbering him, no clothes. It’s all in the shoes.
In addition to the store and website, Beldock designed five shoes for Embassy London that were inspired by the outfits worn by Michelle Obama, Jill Biden, Kamala Harris, Amanda Goreman and Lady Gaga during the inauguration of President Joe Biden. All five will be sold at the Denver store, but only two of them are sold in the UK
Once the business is up and running online and in Denver, Beldock plans to expand across the country based on demand.
“The website is going to be very revealing,” she said. “I’m going to do a postal code analysis and determine where there is demand. I want to create systems that enable great customer service and make sure I live up to the brand that it deserves.