Belonging to an entire generation of dreamers and born with an unquenchable thirst for designing magical shoes, London-based footwear designer Aruna Seth has finally realized her fairytale dream. She marries style with comfort and brings forth designs that have become celebrity favorites. The “Aruna Seth” shoes have since then pushed every woman to embrace her inner princess. To find out more, Azyaamode sat down with the talented Seth to discover her fabulous success story.
You grew up in a business environment rooted in the footwear industry, so what made you major in finance?
My father taught me to run any business however creative it may be - you need a solid finance background to succeed.
At what point did you realize you wanted to switch back to your roots?
I just knew it was the right time - I had an overwhelming need to start my business as soon as possible!
Could you tell us more about your shoes? What do they stand for?
My shoes are very princess like - they stand for femininity whilst being elegant and glamorous at the same time.
How did Kate and Pippa Middleton’s endorsement for your shoes help your brand?
It was incredible! And only after the royal wedding did we start selling in Harrods. The brand received significant coverage including E News, so it is safe to say that the endorsement did play a vital role in putting us on the global map!
Tell us more about the iconic “Farfalla”. What does it represent?
Grace, Soul beauty and new life - the metamorphosis of the butterfly itself added to the grace and beauty has become the symbol of Aruna Seth and mantra for the company.
What do you want ladies to feel while wearing your shoes?
Like a princess and empowered.
We gather the UK and the US are your main markets. Do you have any expansion plans?
Yes! We are due to open our first standalone store in Dubai this year followed by Abu Dhabi next year 2017. London will open this year also, which is very exciting but we are just scouting for the perfect location.
The footwear industry is one of massive competition. How do you manage to stay on top and gain huge momentum while competing with big brands such as Louboutin, Jimmy Choo and many more?
You have to differentiate and find your iconic pieces - what makes you stand out from the rest of the crowd. Most importantly, you need to be able to identify your target market and deliver what the market is demanding, while being extremely attentive to details.
We heard your brand is now online. How is that working out?
Yes - online is great for us, it provides us with opportunity to ship worldwide and to reach out those countries and clients that do not have stores nearby.
What’s next for Aruna Seth?
Lots of new stores this year! A new bridal line and luxury bag line to follow!!
Cindy Menassa
