Leslie Morrison’s Journey to Breaking Stereotypes and Redefining Women’s Leadership with Little Love Bug
Transformation often begins in places no one thinks to look, and Leslie Morrison found that place in her home in Portland, Oregon, surrounded by leather scraps, two young daughters and a belief that women don’t lose their identities the moment they become mothers. That belief would eventually build Little Love Bug, a baby shoe brand made for families seeking comfortable yet charming shoes aimed at supporting the healthy development of their little one’s feet.
Beneath the company’s growth lies a larger story, one that challenges long-held assumptions about who gets to be seen, respected and taken seriously as a CEO. “It baffles me every time I’ve been told that I don’t look like a CEO,” she says. According to Morrison, the phrasing varies, but the sentiment remains the same: That leadership has a predetermined mold she wasn’t meant to fit. “It was everything from the color of my hair, or my gender or this idea that a business owner needs to be in their fifties, with gray hair in a suit and tie.”
Morrison highlights that people often didn’t see the duality she embodies. “At home, I am a single mother in a sweatshirt and yoga pants, but I am also the CEO in boardrooms,” she shares. “This is the reality of female CEOs today, and it’s one that I embrace unapologetically.” She started sharing this reality through a social media series offering glimpses of herself doing tasks which may often be labelled as “men’s work,” from clearing gutters to managing home repairs. “I hoped that other women could feel inspired, see themselves in me and feel seen by me.”
According to Morrison, throughout her early career, she struggled with the frequent dismissal of her business and achievements as nothing more than a hobby. Yet, she acknowledges the irony that today, that “hobby” has grown into a purpose-driven company, gearing up for another holiday season with new collections, designs and styles.
Morrison notes that meaning is woven into every pair she offers at Little Love Bugs. The company’s very own name reflects the moniker she has for her daughters, but it doesn’t end there. “All the baby shoes are named after someone I love,” she shares. “The Dexter, the Hazel, the William, these are all names of my family and friends who have shaped my world. It’s a sentimental connection.” According to her, the names are a reminder that the brand was born from deeply personal roots long before it was a business.
That emotional imprint extends to the shoes themselves. Designed to mimic the feeling of being barefoot, Little Love Bugs prioritize flexibility, natural movement and proper bone development. “We often forget that kids’ feet grow so fast,” Morrison explains. “For their healthy development, they could benefit from shoes that encourage flexible movement.” Her solution merges captivating designs with intention, a soft-soled shoe crafted for real life and real play.
Morrison emphasizes that behind all her innovations is a woman who once had to fight to be taken seriously. Before becoming an entrepreneur, she worked in corporate sales, where she felt that even women reinforced limiting beliefs. “Someone once told me I would never be a manager because of my looks,” she reflects. Today, she leads a team with grit as well as compassion, a living rebuttal to every outdated assumption.
As a hands-on mother and equally motivated leader, she highlights the pressure society can often impose on women, and the expectation that becoming a mom means surrendering any identity beyond it. “Women are smart. Many want success beyond their children or families,” she says. “You will never stop being a mom, but you will also never stop being you.”
