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Mae Ryan

Pam Rosenkrans is the owner of In Her Shoes in Palo Alto

For Pam Rosekrans, a Palo Alto mom, In Her Shoes is about “women supporting women.” The eclectic women’s shoe store, located on Emerson Street off University Avenue, opened last October and offers shoes from $30-$300. While some of the prices may seem steep, buyers can shop knowing that 100 percent of the store’s profits are donated to Global Fund for Women, a local foundation that supports women’s organizations around the world.

A grant-generating group, Global Fund was founded by Human Biology Prof. Anne Firth Murray and is the largest nonprofit devoted to women worldwide. Since its creation in 1987, Global Fund has generated more than $50 million to support girls and women in distress.

“I’m a person who had a dream,” Firth said on the Global Fund Web site, “a dream of a worldwide network of women who would be both givers and receivers. A dream of an organization that would be open, curious, inclusive and trusting.” Rosekrans’ commitment to raise funds and awareness for Global Fund began in the aftermath of Sept. 11. Inspired by stories of women’s struggles for equality, she said she knew she had to take action.

“It was time for me to really make a difference for women around the world,” she said.

Rosekrans read an article about supporting underground schools in Afghanistan, one of Global Fund’s projects, and immediately wrote a check to the organization.

When she received personal acknowledgment from Global Fund for her contribution, she felt empowered.

“It personally changed her sense of being able to make a difference internationally,” said Kavita Ramdas, president and CEO of Global Fund. “What she learned from Global Fund was putting herself in others’ shoes.”

Global Fund’s cause led Rosekrans to imagine herself in other women’s less fortunate positions: What was it like for a mother not to be able to send her child to school? What was it like for a woman to live in fear of starvation or war?

Thus, In Her Shoes was born.

Rosekrans stocks the shop with stylish shoes, handbags and jewelry. She also offers nail services. Each month the store has a new promotion: In April she is offering free manicures and pedicures to Stanford students (tip not included).

In Her Shoes is “giving back to women in so many parts of the world — many who literally don’t have shoes,” Ramdas said. The idea is that resources from women in one part of the world can be turned around and used to help other women.

“[Customers] want to shop more because they want to contribute,” said Lisa Sheridan, manager of In Her Shoes. Sheridan said she is inspired by Rosekrans’ generosity and vision.

“I didn’t think she was for real; I thought she was lying at first,” she said. “I really pinched myself.”

“We really cannot take any credit for Pam’s incredible idea,” Ramdas said. “We feel really honored that Pam felt as strongly as she does about the work we do.”

As of Saturday, Rosekrans has donated a total of $15,000 to Global Fund.

“I love the women involved with Global Fund,” she said. “They are honorable and passionate and completely devoted.”

“I came to believe in nine years creating the Global Fund that it is vital to transform the world by changing the way people treat each other, and by modeling that kind of behavior ourselves,” Firth Murray said. “We can count the achievement — the number of grants and donors, the amount of money raised — but I truly believe that the way we have done our work has been as important as what we have done.”