From Merchant Square to Miss America
The Making of the Shoe
From the combined efforts of Merchants Square, Williamsburg History, and Miss Virginia to Miss America’s Parade of Shoes, this is the making of the shoe.
Something extraordinary is taking shape in Williamsburg, Virginia — the birthplace of America.
Merchants Square, in collaboration with Williamsburg History and the Miss Virginia Opportunity, is creating a historic, one-of-a-kind shoe for the Miss America Pageant. This project blends glitz and glamour with past and present, merging moments in history in true Virginia fashion — not just teaching history, but creating living history.
The Tradition Behind the Shoe
For decades, the Miss America Competition has celebrated one of its most beloved and photographed traditions: “Show Us Your Shoes.” Contestants showcase custom-decorated shoes that capture personality, creativity, and storytelling — often drawing inspiration from meaningful symbols and the places they represent.
It is a moment that is part celebration and part storytelling: a small canvas with a big impact. These shoes are designed to be seen, remembered, and talked about, making the tradition a standout highlight of competition week.
Why Williamsburg
Williamsburg has always been a place where American stories become tangible through craftsmanship, artistry, and attention to detail.
As this shoe evolves, you will see how it connects to Williamsburg through thoughtful details, local inspiration, and the maker spirit that defines the area’s history — which is why the chosen theme is the birthplace of America.
Meet the Creative Team
This extraordinary design is led by Brittany Rolston of The Shoe Attic, created in collaboration with Kimberly Kay. Each element of the project reflects a collective effort across Williamsburg’s creative community. Laurie Walker of Penny and Six Pence is crafting a custom anklet to complement the design, while Vicki Bristow of Blink is hand-tooling a bespoke display tray worthy of the final presentation.
The collaboration extends even further. Students from Matthew Whaley Elementary School, in Mrs. McBee’s class, are contributing portraits of colonial favorites, adding a meaningful educational dimension to the project. Skilled tradespeople from Colonial Williamsburg are crafting a period-inspired buckle, and designers from The Christmas Shop of Williamsburg are creating a wooden 1776 flag, a Virginia cardinal, and details inspired by the Fife and Drum Corps — each element reinforcing the historical narrative behind the shoe.
Follow Along for Updates
We will be sharing regular updates as the design progresses — from inspiration and materials selection to construction milestones and the final reveal. Bookmark this page and check back often to see what is new.
