How Three Words on a Golf Course Started a Business
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How Four Words on a Golf Course Started a Business
I want to tell you the story of how Love Your Laces came to exist. Because it didn't start in a boardroom, or with a business plan, or with years of industry experience. It started on a golf course on the West Coast of Scotland, with a pair of bright, funky shoelaces and four women who said the same three words.
A bit about me first
My name is Lindsay and I'm 53, based in Glasgow, and I came to golf late. I only picked up a club three years ago, which means I'm still very much learning - my handicap sits at 28.9 and I'm absolutely fine with that (who am I kidding.......... I would love to be under 25 this year), but also golf for me has never really been about the score. It's about the fresh air, the courses, the community and the sheer joy of being out on the fairway even when the weather is doing its very worst. Which, on the West Coast of Scotland, is often.
In the past year I've started playing in open competitions across Scotland - different courses, different people, different challenges every time. It's brilliant. And it was through golf that this whole adventure began.
The moment everything changed
I've always liked colour. Bright, bold, joyful colour - in my clothes, my accessories, my outlook. So when I started playing golf I did what felt natural and laced my golf shoes with the most fabulous, eye-catching laces I could find. Nothing dramatic. Just a small, happy detail that made me smile every time I looked down.
Then something unexpected happened.
Over the course of a few weeks, four different women from my golf group came up to me separately - not together, not prompted, completely independently and said the same thing. "Love your laces."
Four people. Unprompted. The same words.
I'm a people person by nature and I know a signal when I see one. That wasn't a coincidence. That was market research.
From idea to reality
I started paying attention after that. I spoke to golfers, I looked at what was available, I thought about who else might want something like this - not just golfers but tennis players, padel players, runners, walkers, anyone who wants to add a little personality to their shoes without spending a fortune. The more I looked, the more I realised there was a genuine gap for a brand that made colourful, quality laces feel exciting and accessible rather than an afterthought.
So I did something about it. I built the website, sourced beautiful laces in every colour and style I could find, and launched Love Your Laces. The site went 'properly' live in May 2026 - less than a week ago as I write this and I couldn't be more excited about where it's going.
The early signs are already wonderful. A women's panel tennis team have already ordered bright pink laces for the whole squad. Golfers are getting in touch. People are finding us. It's beginning.
What Love Your Laces is really about
This business is about more than shoelaces although the laces really are gorgeous, I promise. It's about the idea that the smallest details can completely change how you feel. A fresh pair of laces costs a few pounds and takes two minutes to swap, but the impact on your shoes, your outfit and your mood is genuinely remarkable. It's a small change that makes a big difference which is actually our tagline, and it came from real life rather than a marketing meeting.
It's also about building something of my own. Something that started with a genuine moment of connection on a Scottish golf course and grew into a real business with real customers who light up when they find exactly the right lace for their shoes.
If you're reading this as one of our very first customers - thank you. Truly. You're part of the story from the very beginning.
And if someone on the golf course ever stops to compliment your laces?
Pay attention. You never know where it might lead.