CEO Tina Aldatz Norris founded Foot Petals, Inc. in 2001. Foot Petals makes insoles and shoe cushions designed for stilettos, strappy sandals, pointy-toed shoes, and other fashionable footwear. Its shoe cushions are made from a foam urethane called PORON (made by Rogers Corporation) and are named Killer Kushionz, Sole Stopperz, Tip Toes, Haute Heelz, Strappy Slips, and Amazing Arches. In 2007 the company extended its reach into slippers, legwear, gift sets, and accessories. Foot Petals, which also makes Sole Kings for men, peddles its products at Nordstrom, Zappos, and Target.