How Williams Shoes Earns Loyalty that Lasts Generations

17 Jan 2026

Christie Nicholas chats with Nic Hobley, General Manager of Williams, the iconic Australianshoe retailer with over 160 years of history. Discover how Williams has kept its brand relevant across generations by putting mums at the centre of its marketing strategy. Nick reveals the brand’s shift from traditional advertising to authentic, grassroots content and shares what it takes to build long-term trust with the most powerful consumer: mums. You’ll learn:

  • Why mums are still the primary decision-makers in family footwear purchases
  • How Williams uses mum-to-mum content to drive relevance and results
  • The key marketing mistake that turns brands into “wallpaper”
  • What’s changed in how mums shop today, and how Williams keeps up

“If you’re not talking directly to mums, your brand becomes wallpaper.”

Christie Nicholas

I lead mum-centric brands to next-level brilliance with foresight, insight & dynamism

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