A dancing duet: The Belzile-Maguire sisters set out to conquer the world of shoes

They have travelled, driven, treaded thousands of kilometres together—from Plateau-Mont-Royal to European manufacturers by way of the neighbourhoods of New York—carried by a shared vision: to sustainably create the best shoes at the best prices. For the Belzile-Maguire sisters, the chemistry between siblings is no marketing play: it is a real management style. Portrait.

Two of a kind

In most business duos, and especially in family businesses, tension is never far off. At Maguire Shoes (Maguire), the chemistry is different. Not because the Belzile-Maguire sisters look alike, but rather because they complement each other. There is almost a choreography in how they share their strengths: one, a visionary and design expert, demonstrates a deep understanding of the fashion industry and has an instinctive eye for product; the other, a jack-of-all-trades, analyzes and optimizes, juggling logistics, client services, finance, human resources and communications. And if their duo works, it is because each recognizes the expertise of the other—and because their shared values serve as a compass.

Myriam was already drawing shoes as a child without really knowing what that meant. She dreamed of Italy, noble materials, cuts, colours, objects that are both functional and beautiful and that stand the test of time. She would study in London, work at Aldo, learn Italian to discuss with artisans. “When she decided to launch Maguire, it was just…logical,” recalls Romy, who would come with a completely different background: communications and project management in the world of cinema, including the ability to do much with little. A versatility that would become valuable in a start-up. “Romy is structured, she is efficient, she organizes everything. Me, I am in the product, trends, the long term,” summarizes Myriam.

“We don’t need to divvy up the tasks. It happens naturally,” advances Myriam, embracing her creativity. “We are not good at the same things, so we don’t step on each other’s toes.” Upon hearing this, Romy bursts out laughing. “She is the one with the vision. I am more in the operational side of things. Myriam sees far; I see clearly.”

In the car between Montréal and New York, in rooms with bunkbeds to save money, during visits to European factories, as boutiques are being launched, or in brainstorming sessions that end in fits of laughter, the dynamic between the two stays the same: one of confidence, instinctive, rooted in an affection without any hoopla. They debate, yes, “but to come to a better solution, not to win,” specifies Romy.

One foot in front of the other

In 2019, Maguire’s first boutique opened in Montréal, two years after they launched online. Flanked by a handful of employees and an intern, seated in a small office at the back of their space on Boulevard Saint-Laurent at the corner of Maguire (purely by chance, apparently!), the sisters were surrounded by boxes and promises. Romy recalls, “We built everything from scratch: one product at a time, with lots of presales, lots of risk.” The business grew fast, but never too much so. Organic growth, mastered as much through conviction as through lucidity.

Montréal in 2019. Then Toronto in 2020, New York in 2022, Brooklyn in 2024. Each boutique opening represented an important milestone, driving them forward. “We realized that, to succeed in a market, you have to be present, meet people, listen to them, test things out,” Romy explains with enthusiasm. This is what they did in Toronto before opening their boutique; ditto in the U.S.

This physical presence and client-driven approach fuelled sales, today generated almost equally between their boutiques and their website. But this growth comes with its challenges. “Financing and human resources are the two big pieces,” recognizes Romy. Recruiting the right people at the right time, managing stock increases, structuring operations… All of this takes time, vision and flexibility. This is where CED came into the picture.

If the shoe fits

The funding Maguire received came at a key turning point, when the business was walking a rather uncomfortable tightrope between being too large for start-up assistance programs and still being too small for large-scale financing reserved for big businesses. Beyond the figures, the sisters highlighted the human approach they encountered at CED. “CED’s assistance is concrete, flexible and human,” summarizes Romy. “They understand that plans change. They adjust. They don’t just claim to be there to help us grow. They give us real support.”

Judith Malenfant, the advisor at the Greater Montréal Business Office who is working with them, speaks about this file with pride:

“We don’t just finance, we provide guidance! And this translates into advice, close follow-ups, networking and making connections with potential industry partners.”

For her, Maguire represents exactly the kind of women’s entrepreneurship CED wants to support: ambitious and sustainable.

Correcting the missteps of an entire industry

Among the various aspects that enable the business to stand out is the desire to resolve a persistent, even systemic, anomaly. “In shows around the world, I would see men buying shoes for women from other men who had made them… while no one had ever tried them on! This makes no sense,” recounts Myriam.

But at Maguire, things are done differently. Models are drawn in Montréal and handmade at high-end manufacturers in Italy, Portugal and Spain, among others. And each pair is tested on several types of feet before it is marketed to ensure the shoes offer a good fit—the best fit. This is how the Achilles heel of an entire industry has become their ultimate added value.

Today, Maguire is preparing to dip its toes into the West Coast market and has its eye on Europe. With some 30,000 pairs of shoes produced every year and some 40 models each season, Myriam and Romy are moving forward with the quiet assurance of those who know where to take their next step — never with the wrong foot, it goes without saying.