This shoe store is not a thing. I made a special trip today to visit the store and it is basically some kind of eBay reseller place that has dingy looking shoes in the back but they won't even let you go back to see anything. Its not a shoe store. read more

Beautiful shoes, elegant classy, elevated style great place to shop for shoes. Kind service.

Not the most pleasant. Walked in and the only employee, an older fellx in a cowboy hat, just stared at me and so I asked if he worked at the store and he said yes. I asked him for arch support and dude didn't know where to direct me. Size selection and shoe selection limited. This is Piedmont so I don't expect a standing ovation when I walk in, but the place was DESOLATE. So I'm confused about the quality of customer service as well as the limited shoe selection/ insight about the selection. read more

A Step Forward Shoes is not just shoes, I really like one of their evening-dress, saw a few months back. It is like some wrinkle-material, light-silver-grey in color, absolutely elegant. Price is ok for that type of evening-dress also. This store has nice scarf and like other yelper said, hair-clips or whatever. Employees are very nice also. Highly recommended. I don't live nearby, otherwise, will go more often to see what they have (like anything news). They are nice to post more new stuf in their facebook page, since I don't go that often. Once I see something I like or my daughter like, we will go and buy it. read more

Get to Ulla's A Step Forward if you are in the Piedmont/Oakland area and you are looking for chic style and durable European quality! Ulla will get you what you are looking for and she is kind and courteous and the locals love her for many years. Her shop is like walking into your dream closet with a whimsical flare and cute layered dresses and many fine threads and dazzling embellishments selected by a true Dane. You can count on Ulla for hometown service, quality, and a smile :) read more

In between my sauna appointment at Piedmont Springs and grabbing dinner at Piedmont Grocery, I purchased the sassiest pair of red patent leather pumps I have ever seen! What outfit do I have to wear with these sexy heels? I have no idea. Maybe I don't even need an outfit. These shoes carry themselves and I could easily wear them with nothing else! I've purchased several pairs of shoes here and they are as cute and comfortable as can be. I know I've lost the gentlemen reading this (if they bother to read a review of a woman's shoe store in the first place), but the ladies understand what a find it is to have both comfort and cute. This place has both qualities in their footwear. Now, all I have to do is find an outfit to wear with my red shoes. Or not. read more

After my feldenkrais practitioner told me to lose the four inch heels in order to help out with my knee issue I vowed to review my shoe situation. Hmm, uncomfortable heels purchased on sale, check. Super hot but toe binding strappy sandals, check. Unsupportive but really cute (sounds like my last boyfriend) flats, check. Time to go buy some new shoes and I even had a valid reason! I headed over to A Step Forward. They have brands like Dansko, Born, Simple, and Sofft that, along with being supportive and comfortable are (gasp!), really cute. The sales gals were super helpful and didn't mind that I ended up blocking an aisle (it's a kinda crowded store) while trying on just about everything. Although I didn't completely eschew anything with a heel, I ended up with several pairs that I can actually wear to work but also walk in - a major triumph! Their return policy is fairly stringent so make sure you love what you buy. It wasn't a problem for me!! read more

WOW I bought a couple hundred dollars worth of shoes from here a year ago when I lived around the corner, and it was a fun and pleasant experience. SO much so, that I thought to bring my momma to get her first pair of Danskos. Won't that be fun- the nice people here will for sure initiate her into the near cultish love of the clog.... NOT!!! What absolute douchieness! This chick......hands my mom a shoe box and walks away! When we track her down for a different size, she brings us that, and walks away! Guess what- I ask for the split open Dansko model (because when I went previously, they used it to SELL me the shoes) and I'm trying to explain to my mom about her arches, her heel, the fit. And the girl walked away. And I realized, I don't know if they have a commission system, but this salesgirl obviously didn't care enough to be even remotely helpful, so why would we just give them a hundred and fifty dollar sale?!?! When we walked out, the girl was too 'busy' with another customer to even wave. It's cool homefry- we let ourselves out. Won't shop here again. *************************************************** update 11/30/07 So I got one of those elusive emails from a shop owner. Thank god it was not a cursing-me-out-we-don't-want-business-from-people-like-you emails, because that would hurt my feelings- eek! This owner seemed pretty cool, and just wanted to clarify that my experience was hopefully an exception to the rule of customer service standards they try to have in the shop. So (without being asked) I would like to make an amendment to my review, saying that the girl who helped me was a douche, and maybe she doesn't even work there anymore.... I fully agree with the rest of the reviews here that you can safely walk in on any day and find some fun sparkly nobody-else-has-it kind of item.....and from what I understand now from the owner, they truly want you to enjoy shopping there. read more

I buy new Dansko (clogs) every couple of years for work so when I found out this store carries them I was delighted. However, this year I wanted to go with a funkier style as I always settle for black. Turns out, you should always stick with what works best as the new style was so uncomfortable and I wasn't going to suck it up just for the look (typical me would would've sucked it up for looks). I was kind of nervous to go back and make an exchange as I had already passed the exchange grace period. When I went back, the ladies were so understanding and didn't hassle me for exchanging or what so ever. I left happier than a kid in a candy store. Now, that's how you gain loyal customers people! P.s they also carry jewelry, clothes and a whole bunch of other goodies and you get a birthday discount too Oooh yeaaahhhh! Check them out! read more

It remains one of my favorite shoe stores. They have a good selection of Dansko shoes, great if you walk a lot. However, I was disappointed not to receive my birthday discount card this year! You have to ask to sign up but when you received this card, you get a 20% discount on all items, one time only. I preferred the shoes to anything else in the store, although it's fun to try on their accessories and clothes. Go early; it gets crazier as the day progresses. Smaller sizes disappear fast unfortunately. I won't give up on them yet, but since it's not near me, I haven't been able to frequent like other stores. Update: While they don't always send a reminder, if you're in their computer and part of their b-day program, you'll get the 20% off! Have fun. read more

The store has changed a little since my last review. While my rating of A Step Forward hasn't gone down, there are some differences that I've noticed. For one, this is still a great place to shop for and buy shoes that you are likely to wear a whole lot, especially if you wear comfort brands like Indigo by Clarks, Born, Keen or others like Bare Traps. Three or four pairs of my most frequently worn every day shoes come from A Step Forward - probably because they do carry the comfort brands and their prices are compelling. Because the selection of styles per size is relatively small, I find that the best strategy for buying shoes at this store is to stop by every few weeks to see what they have. If you're visiting this store trying to find a specific shoe, that might not work so well. But if you have a general type of shoe in mind to buy and you visit frequently, you do get satisfaction after a few visits. I have noticed that since the recession hit, they carry fewer colors of most shoe styles here. There are exceptions (especially with summer sandals), but for the most part the shoes you find here are going to be either black or brown with an occasional white or silver or red or oxblood thrown in. They have a nice selection of hats and a pretty okay selection of socks that changes seasonally. In truth, I never look at their clothes (which are, admittedly, always cute)... I am hard to fit (petite and busty), which never seems to mesh with the sizes they have in stock. My advice? If you live in the neighborhood, stop in every 3 or 4 weeks to look at and try on shoes if you need them. read more

I don't think of this as a shoe store. For me, it is the cool t-shirt and sparkly stuff store. I wear a non standard shoe size, so they have very little that will fit me. When I am in, I look longingly at the cool funky shoes, but then I get back to looking at all the fun accessories. I rarely leave the place empty handed. They used to carry more fun t-shirts, but lately they seem to be pulling back from that inventory. I hope they bring them back - my t-shirt collection is getting stale. read more

I have been here several times and purchased everything BUT shoes. That all changed recently. My s/o had to stop by the comic store on piedmont, so I took a peek in ASF. I tried on a pair of super comfy maryjane style shoes that I had to own. The sales person was super sweet answering my questions and bringing me shoes that were in the display window. I love my shoes and I also love that they were on sale! read more

Warning: Hide your credit card! Excellent selection of stylish comfort shoes, including the most heavenly shoes I've ever owned, a pair of girly Dansko sandals. I could have very well snagged another four pairs, but at $115 a pop my credit card would have literally shrieked. The two ladies were very helpful and catered to me hand and foot, running to get this and that and offering recommendations. Can't wait till my credit card stops smoking so I can grab another pair! read more

Have loved this store for a long time for their good taste in interesting feminine comfortable clothes. Clothes that can work in the office, after the office and some even good for biking to work. The shoe selection is ok. But now I guess they are suffering for cash because a third of the store where the funky clothes used to be is now cell phone accessories and Oakland themed t shirts :(. I hope they are able to stay in business and hopefully return more groovy feminine comfy float clothes. read more

I am updating this review to say that in recent months this store is just a trashy mess. I hate it now.

Some of my favorite little things come from this store. It's easy to pop in and find one or two unique items that are not so terribly costly. If you need an inexpensive gift, I'm pretty sure you can find something here. A Step Forward is definitely the scarf haven of Oakland. They have a zillion nice scarves. Some of the clothes are not the finest made, but then, the prices are not high at all. The shoes are affordable and they carry a terrific assortment of Uggs, Bjorn, and little attractive flats. On your birthday, you can get a big discount off your purchase. It's a fun place to check out. read more

Like other boutiques on Piedmont, A Step Forward is promising but leaves something to be desired. I bought a pair of Earth shoes there last year and the staff was very very nice about exchanging them for a different size, although the new shoes took about a million years to arrive after they ordered them (seriously though, like two months). They have some fun clothes, hats, etc. but all in all, not exactly my style. It's like the stuff looks cute in the windows, but it's all fluff with no real substance. I keep going back there, loading up a huge stack of cute-seeming clothes to take to the dressing room, and then realizing that I don't like anything I picked out. Remotely. The Earth shoes are great though, and they carry some vegan styles (mine aren't, I'm ashamed to report!) read more

Their selection in larger sizes (10-11 and up) is pretty lacking. I spent about 10 minutes hunting around for flat or low-heeled maryjanes in an 11 and there were all of 2 or 3 options. It's also hard to navigate around this crowded shop. I don't see much reason to come back. read more

I love this store! I can't seem to stop buying scarves and this store is scarf Nirvana. They have a large selection of beautiful and unique scarves, shawls and wraps in a variety of styles and price ranges. Because this small store is bursting at the seams (with bins full of scarves and accessories, and things hanging in rows from the ceiling), it would be easy to assume that it's full of cheap trendy clothing and junk. But you couldn't be more wrong - in addition to the lovely aforementioned scarves, they sell really cute, high-quality shoes, gorgeous purses and unusual clothing for women who are looking to stand out a little bit from the crowd for a reasonable price. You can really tell that a lot of care goes into each item that is selected for the store. Additionally, they always seem to have a sale going, and the last time I was in there, they even let me combine their Yelp coupon with their "buy one, get one half price" sale so I got an extra sweet deal. And did I mention that there was cake and hot apple cider too? Adorable. read more

I am a shoe and scarf addict! I love the selection of boots and comfy/cute shoes here. This is the only place in the area I have seen 'Sacha London' shoes, which are super cute and comfy. I would give a 4.5 stars if they let me do halfsies, only because I wear 7.5, and they can sometimes be sold out of my size. I let myself buy a scarf every month or so and this is by far the best selection I've seen. I frequently get comments on the scarfs I wear. I have bought a few dresses here too that are great day to night wear and comfortable. I also like the 'Urban Oxide' bags they carry. The people there are very friendly and helpful. read more

Walked in after work one day specifically to look for a replacement pair of Sanita clogs. The lady who was minding the store by herself knew there was one pair left in my size and searched literally high (she climbed ladders a couple times) and low to find them. The price I got was comparable to what I would have paid online, plus I got to support a local brick and mortar store. The shoes I got were brand new and barely looked tried on unlike a pair I once bought online. I had an excellent experience overall and would come back if I'm in the area. read more

I have a strange and sad disability, I have very good taste, exquisite good taste, in fact, but I am also cursed with a penurious penchant. The manifestations of this condition include the inability to buy clothes in a mall setting...how can I buy an article of clothing, when there are 500 of the same article hanging on the rack? Yet, buying courtier stuff would give me a stroke or cardiac arrest as I forked over my credit card? What's a girl to do? Seek out cute, quaint but budget-friendly boutiques. This store qualifies. Most of the items are unique enough, in that I can buy a handbag here on the weekend and not be overwhelmed by hundreds of its brethren on BART Monday morning...the prices won't compel me to hide the receipts before my husband gets home--which is nice--I hate doing that. The sales here are pretty decent. read more

I went into this store for the first time today. I bought a Groupon, which was well worth it. They have a great selection of shoes, clothes and jewelry. I was super impressed with the selection they have. I can't believe it took me this long to check this store out. And the staff was very friendly and helpful. And, they specifically have a "welcome Grouponers" outside! How cool is that! read more

This is one of my favorite shops to find high-quality shoes (leather and other), beautiful and unique scarves, all types of leather handbags, and unusual jewelry, hair accessories, and women's clothes. They recently had a really fun selection of socks, too. The staff are very helpful, and the variety is pretty amazing considering the relatively small size of the store. Note about their clothes - if you wear women's sizes between 4-10 , there's usually LOTS to choose from. But, larger sizes here are at most a "Large" (like a size 14) and they get maybe 1 or 2 of those in each style, so there's not usually much available. Still, if you find something you like, be sure to ask if it can be ordered in your size if its not there - sometimes that is possible. Shoes - high quality, cool designs. As I wear a 7.5 wide, or 8 or 8.5 B width sizes, (depending on the manufacturer), I am only familiar with their offerings in that size - which is pretty good!! (On a different topic - Food: if you get hungry after shopping, there are many different types of restaurants within a block to choose from, and of course, the hot and cold bar inside Piedmont Grocery - right next door to this shop - has great selections kind of like a mini Whole Foods prepared foods area). read more

This place is a real hit-or-miss, and I'm giving it 5 stars because the last time I was there, they hit it out of the park... I left there so happy. Don't believe the sign out front that tells you there's a big sale, there's always a big sale. And they have this birthday customer appreciation thingie that's worth taking advantage of (get some % off during the month of your b-day). Sometimes i go there and look at shoes, sometimes at clothes. Their costume jewelry is to die for and their handbags are the bomb. Last time I got jewelry and clothes -- tons of both -- and only spent $130. You can find really unusual clothing, usually at very good prices, but it is a tiny space for as much as they cram in there, so you might not have luck finding your size. read more

Alyssa is great...I come here because of her and her customer service.

A Step Forward was my final stop in an intensive 2-week quest for cute, comfortable, and supportive thong sandals that wouldn't force me to take out a second mortgage. While I agree that it's a bit crowded inside, I like that a lot more than the spare shoe stores I visited earlier today that literally had nothing for me to try on. The same thing happened yesterday at Macy's -- not a single thing of interest. At A Step Forward, within 2 minutes I found a pair that was really cute and very well priced. Within another 2 minutes, I found a pair that was even better. It was on sale, and there was an additional 20% off of the sale price. What a deal! The woman who waited on me was darling and extremely helpful -- and I loved being able to leave my tax dollars in Oakland. read more

I adore this little shop and the people who work here! I don't think i've ever stepped foot in there without being greeted and asked if i needed help. Keep up the good work guys! read more

I've bought some of the nicest, most durable and comfortable work and walking shoes at this shop. There are several helpful sales people and a great variety of goods: accessories, jewelry, hats, shoes. It can be a bit overwhelming. But they always have my size shoes at a Very reasonable price. read more

I love this store...it is a fantabulous place to buy gifts because as one reviewer before me points out, I can buy a person something and they won't sit around wondering if they were giving the crap away somewhere cuz everybody and their mama has the same crap. I have purchased shoes and gifts here for everyone from my grandma to my thirteen year old niece. I don't know if that's helpful tho cuz my grandma's got style and taste like nobody's business. read more

I've shopped here several times, I really like the selection of unusual things you can get. It's a little hard when they are crowded because it is a packed store, but if you can get in when it's quiet, the staff are friendly and helpful and you'll find some treasures. read more

This is one of my favorite places to go for shoes. They do have frequent sales on the shoes, which is helpful when you're buying the bigger name brands like Dansko. Yep, a very crowded & cluttered store, but I like it like that. I'm more on the bigger end of the scale, so much of the very cute clothes won't have a chance of fitting on me, but there is always a few things I easily notice that would look fantastic on one of my roommates. Accessories galore! They have the good quality plastic hair clips, costume jewelry, and many fluffy scarves, fashionable purses, and all that fun jazz. Emily the strange, paul frank both have a small section there. I've been itching to go by there, but I haven't been there in months. I'm trying to save up some money, and I know if I go in there, I really be sorry! read more

No woman I know can walk by this store without going in. They have an incredible array of accessories, including costume jewelry, socks, and scarves. My best buys there have been coats. Unfortunately, I'm not lucky with the shoes. They carry Danskos, but I'm probably one of the few people on earth who can't wear them. read more

You wouldn't know from the sidewalk, but A Step Forward has great shoes, including several brands available at Nordstrom. I've bought a few pairs there, including the pair of Born shoes (on clearance!) that drew me into the store in the first place. Stocked with a variety of quality shoes, many of which are comfortable (I'm done hurting my feet), A Step Forward is a great, neighborhood alternative to department stores. read more

I love this store :) For many years now, I think of ASF as my something for everyone store (mostly ladies although they have carried a thing or two for men). I have bought presents for almost every age group and always find plenty for myself here too. Very helpful staff and the shoe ladders remind me of an old fashioned library! read more

My first time there the girl was helpful finding my shoes that's the only reason why I am giving it 2 stars, but the girl at the counter was bitchy. The next time no one would talk to me, but they would talk to the woman right next to me because she was older and looked like she had money. I always feel claustrophobic in this store, it is small with a lot of merchandise. They do have cute jewlery but I was so offended last time I am never returning and I left without buying anything. Just because I look young doesn't mean I don't have money to spend there. They need to learn customer service skills. read more

This store has much more than shoes. I come all the way over to Oakland to purchase the latest European Fashion Coats and tops. Ulla, the proprietress has great taste and is very helpful finding the right size. I bought my first pair of Skechers shoes there- she carries unusual and hard to find shoes. I hope to visit there once a month. read more

The store has some cute things and the occasional good sale. That said they also have the most stuck up, unhelpful service that I have ever encountered in retail. The 50ish blond woman with short hair was so rude that I just left without even completing my purchase. Also, the dressing rooms are open at the top, which means that while I was trying on clothes I could look up to see the (male) employee looking down into the dressing room from a ladder in the stocking area while I was changing, which was really creepy. This place is so not worth the trauma of shopping there between the underwhelming "help" and the creepy changing room. read more

wow this shoe store has a rude woman working there. when i handed over a postcard coupon i received in the mail for $20 off, but it turned out the postcard was addressed to a woman previously at my home address and not to me, she said--and i quote--"if you'd stop for a moment and use your brain." don't be so hostile to the customer. get rid of ethel and i might come back to the store, but definitely not until. read more