Joe’s Toes is run by cheeky mother-daughter duo; Lou Lou (the mother) and Daisy (the daughter). It was created in 2013 by our terribly talented founder Amanda Blackwell, who was a shoe designer for many years. 

These wacky women have run needle felting supply company - Felt Wildly since 2022. Having always been a crafty pair, and falling in love with this versatile textile Joe's Toes felt like a perfect fit to their blossoming fuzzy empire. (You can read about their rollercoaster journey in the lengthy blog post.)

In 2026 Amanda entrusted her bustling business to this bubbly pair. Joe’s Toes moved location from a historic market town in West Yorkshire to find its new home, nestled in the Lincolnshire countryside.

Continuing with Amanda's many contacts in the shoe-making trade, which enabled her to find some very special materials - such as the extra thick, soft felt and great suede leather and rubber options for the outsoles. Along with her many beloved designs and patterns for the fuzzy things she really wanted to make, including kits that go together easily and contain everything you need. Daisy & Loulou continue to stock all of your Joe's Toes favourites!

We hope you'll join us in rediscovering the pleasure of creating something special with your own hands.