La Reina: A Powerful First Step for Women in Mortgage and for HOME

What a launch. What a moment. What a community.

In just 24 hours, La Reina, the first-ever shoe created for and by women in mortgage, took her first steps into the world. The early response has been nothing short of humbling. This is about more than shoes. It’s about elevating the women shaping homeownership and creating a new conversation about culture.

People are Talking

La Reina's story quickly captured attention thanks to the good people at HousingWire (more exciting features are in development!) and positive chatter on socials. Across all our channels, our La Reina launch video received a total of 2,960 views in the first day.  These shoes are already doing what we wanted them to do: create conversations about mortgage and culture.

Record-Breaking Website Traffic

A major win behind the scenes came from the complete rebuild of our website. We couldn’t have done it without our superstar web team tackling back-end updates for nearly 24 hours straight. Because of this work, in the first 24-hours of this launch, we had:

• 428 unique site visitors in 24 hours

• An average session time of 4.5 minutes

• Goal-busting sales

These may seem like modest numbers, but every interaction is a step toward greater impact. La Reina was built to spark something meaningful, and the momentum is just beginning.

Forward Momentum

Slow and steady is a strategy we stand behind. La Reina was never meant to be a flash-in-the-pan product. She was made in Italy, with lasting craftsmanship, to honor women who build legacies. As part of our long-term growth, La Reina was submitted for designer consideration in Fall Fashion Week 2025 to spark a global conversation about working women, culture and housing equity.

Every Step Supports a Larger Mission

La Reina is a social enterprise product. That means 100% of the profits from every pair of La Reina we sell helps fund the work we do at HOME, where we are focused on increasing Hispanic and Latino homeownership. From education to advocacy, our mission is rooted in impact. Every step moves us forward.

To everyone who visited, watched, shared, purchased, or simply asked about La Reina: thank you. It means more than you’ll ever know.

-The HOME Team.