![]() With over 51,500 followers on Instagram, Aruna Seth has quite the brand profile.īut, a brand profile is nothing without the product to back it up, and that’s something that Aruna has in spades. “Celebrity endorsements are really important, particularly over the past 10 years, but I’d say that our most important channel for brand awareness is social media,” she says. She has her fair share of celebrity followers too, including mother and daughter movie stars, Goldie Hawn and Kate Hudson, as well as a certain royal sister-in-law, Pippa Middleton. They know luxury and want to feel beautiful and feminine.” Independent, working, focused women who know what they want in life. She says her target market is: “Mothers and daughters, ranging in age from 23 to 70. In the UK, she stocks exclusively in Harrods, with her own flagship store soon to open in Knightsbridge. So, that’s our USP, what makes us different.”Īruna Seth’s headquarters are in Surrey but she has a brand presence worldwide, particularly in the Middle East, China, and of course, London. They’ll use it on the outside, but not on the inside. Other brands don’t do that because they don’t want to spend the extra money on the inner sole. This means your feet can breathe and be super comfortable. “They’re so comfortable because the inner soles are made of nappa leather lining. “We created shoes which have what we call ‘cashmere-like comfort’,” she says. Following in the footsteps of top shoe designers before her, she found herself in Italy, Venice to be precise, collaborating with the world’s best artisan shoemakers to help realise her vision. Her mission: to create wow factor shoes, which had the comfort of a pair of slippers. So, in 2009, Aruna Seth became a brand of her own. If you’re spending that money you want to feel excited about it you want them to feel comfortable.” At £700-£800 per pair, I wasn’t getting the full experience that I should have been getting. “I’ve always loved shoes and used to buy high- end brands, like Jimmy Choo, but always felt, as much as I loved them, they weren’t very comfortable. I knew I wanted a shoe brand,” she says.Īruna’s inspiration came from her own experience of wearing luxury shoes, where she felt that style always gave way to comfort. “I was always very focused in what I wanted to do. She studied business and languages at university, before working for financial services giant Morgan Stanley for a year. So, I did everything from work on reception to the stockroom.”Įven though she had a burning passion to set up her own footwear business, she knew it made sense to get a solid foundation in business first. “My father felt it was really important that I understood every aspect of the business,” says Aruna, “not just the creative parts, which I enjoyed. Her school holidays were spent working in the family business, learning the ropes and working across all the different departments. Her father Geoff is the founder of British footwear brand, Ascot. Her brand signature is the ‘farfalla’, meaning ‘butterfly’ in Italian, which is present in many of her designs and symbolises, as she puts it, “femininity and sophistication”.Īruna’s love affair with shoes harks back to childhood. As well as a bestselling bridal range, she creates boots, heels and flats, and last year branched out into children’s and baby shoes and women’s accessories. For the past eight years, Aruna has been expertly designing and creating the most exquisite range of women’s footwear. Diamonds may look flash (and, admittedly, we’d never say no to them!) but it’s our heels that allow us to walk tall and give us plenty of attitude.Īnd that’s where Aruna Seth comes in. Marilyn Monroe once famously sang that diamonds are a girl’s best friend, but when it comes to any self-motivated, empowered woman, give us a comfortable, yet sexy, pair of heels any day. ![]() ![]() She tells Asian Wealth how she achieved her vision through a lot of hard work and a life-long dream. Aruna Seth’s renowned in the fashion world for her comfortable, yet stylish, footwear.
0 Comments
Leave a Reply. |