Earth Day Female Founder Feature: Emily Watts, Coblrshop

For Earth Day this year we are so excited to announce our partnership with Coblrshop. Ultimately repair of shoes is far more sustainble and in our effort to continue to do our part when it comes to sustainbility we are so happy to have found Coblr. So much of the repair process is emphasized on clothing and Coblr wants to change that through their innovative repair experience. Find out more about how they are building their business and the sustainbility part that they are playing in the fashion industry.

Looking to repair your ALLY Shoes? Check out our exclusive partnership with Coblr, and enjoy 15% off on your ALLY repairs.

ALLY Shoes: Tell us about yourself and your background prior to starting Coblr.

Emily: Before starting Coblr, I worked in various strategy, product, and operations leadership roles at both startups and Fortune 500 companies. Most recently, I was the COO at Sling, an employee scheduling SaaS company we sold to Toast (a restaurant POS). I’ve always been passionate about solving operational pain points with technology, especially for small and medium businesses and I saw a big one in the repair world. I’m also a grade A shoe lover, as one would expect!

ALLY Shoes: What inspired you to start Coblr? And how did the idea come to life?

Emily: Coblr started from a personal pain point: I couldn’t believe how difficult it was to get my favorite shoes repaired once I moved away from my favorite cobbler in NYC. With so much of what we do being on-demand and tech-enabled, I saw an opportunity to make repair more accessible and a better customer experience. That frustration led to launching a direct-to-consumer mail-in repair business. As I got more entrenched in the industry, I saw how outdated and underserved the entire repair ecosystem was—from the tools shops use to run their businesses to the fragmented experience for consumers and brands. I realized the bigger opportunity wasn’t just offering repair services, but building the infrastructure to power repair at scale. That’s how Coblr came to life.

ALLY Shoes: What role does repair play in the circular fashion movement—and why do you think it's been so overlooked until now?

Emily: Repair is essential to circular fashion since it’s what keeps products in use longer. But it’s been overlooked because there is no scalable infrastructure to support it. While resale and rental have become mainstream, repair has stayed in the background due to fragmentation, lack of tech, and limited consumer access. Coblr is changing that by modernizing and connecting brands to our network of tech-enabled and vetted shoe repair artisans, so that repair becomes a seamless, accessible option for everyone.

ALLY Shoes: How can consumers shift their mindset to see repair as the first choice over buying new—and what small habit changes do you recommend?

Emily: Repair isn’t just about fixing what’s broken. It’s about extending the life of something you already love. Instead of seeing it as a last resort, think of it as part of the journey of owning well-made things.

A simple habit change is to pause before replacing an item and ask, “Can this be repaired?” If you’re unsure, we’re here to help and make the process as easy as possible! Once you repair something, it changes how you shop and care for everything after that. Repair becomes part of how you get more value and joy from the things you already own.

ALLY Shoes: As a female founder in fashion and sustainability, how have you navigated building in an industry that’s still evolving?

Emily: I’m new to fashion and sustainability, so I’ve had to approach this space with a lot of humility. There’s been a learning curve, and I’m constantly listening and asking questions. But being an outsider has also been a strength. I don’t carry assumptions about how things should be done, which helps me see gaps and build differently.

What’s become really clear is that nothing in circular fashion works in isolation. Repair touches so many parts of the system - brands, consumers, logistics, tech, and policy - so I’ve tried to bring people with different expertise into the conversation. I’ve leaned on mentors, other female founders, and partners in the industry who want to build something better together.

It’s still early days, but I’m proud that Coblr is helping shape what repair can look like when it’s accessible, scalable, and truly part of a more circular future.

ALLY Shoes: Who is your ally?

Emily: My mom. She started her own documentary film production company in the 1970s, a time when very few women were founding businesses. She built a career centered on storytelling, social justice and change. Watching her pursue meaningful work with grit, integrity, and independence shaped how I think about entrepreneurship. Her belief in using business as a tool for impact deeply influenced my desire to build something mission-driven. She’s also my sounding board, biggest advocate, and the first person I call when I need advice or perspective.