Meet the Designer: Aruna Seth
"I have always loved sparkly shoes and now designing them for real princesses as well as beautiful brides is a reality."
Aruna Seth’s shoes are handcrafted in Venice and are worn by the likes of Pippa Middleton, Kate Hudson and Pixie Lott.
Each and every shoe is made from the finest material from Italian satin, Austrian crystal and French Chantilly lace. The aesthetic combined with the comfortability of cashmere-like cushioning keeps feet content and pretty all day and all night long and being a bride, this is paramount.
We catch up with Aruna in the middle of her getting ready for London Fashion week and launching a new store in New York to talk about her bestselling shoe and why she uses the butterfly as her icon.
“When I first started my business, my overall goal was to make the best shoes in the world. Being a perfectionist and having a vision based on a fairytale fantasy of princess-like shoes, was not easy, but it was my goal. Eight years on, we still make elegant, beautiful shoes that are not only comfortable to wear but are iconic. I believe that fashion and nature should come together and the end result is a work of art, I transpire this into all my shoes. Our iconic butterfly will continue to inspire our collections as our business evolves and expands, we will never lose sight of our original purpose which was to make beautiful shoes. We will also always remember the butterfly mantra that real beauty truly comes from within.”
How long have you been designing shoes for and who is your inspiration?
I have been designing shoes my whole life! I grew up around shoes as my father owned a few shoe companies, shoes are in my blood and I couldn’t imagine doing anything else. I started to help him during the school holidays when I was five and continued to do so right up until I went to university. I would help out in the stock room and I worked with the designers, I love the industry and I am just as passionate and hands-on as I was then. Without doubt, my dad is my inspiration.
What is your bestselling shoe?
Our iconic Farfalla Swarovski butterfly shoe, farfalla means butterfly in Italian. An elegant butterfly reminds me of my childhood. When I was little I used to have this fantasy that at the bottom of my garden lived little princesses. I had a ‘secret garden’ and I would watch the butterflies circle the flowers and I would pretend the princesses all wore sparkly shoes that made the magic happen. I have always loved sparkly shoes and now designing them for real princesses as well as beautiful brides is a reality.
As wedding dresses go through trends, what do you expect to see in 2018 in the world of wedding shoes? What will we see less of or more of?
I think more wearable shades of colour such as dusky pink will be big in 2018 but traditional ivory still proves a popular choice. As oppose to satin, ivory leather is increasingly popular as the shoes can be worn after your wedding. Our jewelled pump is very princess like and will remain a popular shoe throughout 2018. We are also seeing lots of electric blue and brides love this colour as it fits so perfectly with the ‘something blue’ tradition. After your wedding an electric blue pair of shoes can be worn again and again, it is a colour you can easily dress up or dress down.
How many collections do you launch per year?
We launch three collections a year; Spring Summer, Autumn Winter and Cruise. Our cruise collection is a collection of holiday shoes and sandals.
How do you come up with new ideas for every collection and what inspires you?
You never know what will inspire you; I travel an awful lot and take a good deal of my inspiration from the vibrant colours I see when I am out and about. I might take note of a colour I see on ladies sari in Delhi or something trendy will trigger a new design from the buzzing streets of New York. The places I visit definitely inspire me and help me come up with different designs and colours.
Do you have a favourite pair of shoes that go on and on each year?
Yes the farfalla!
What is next for the Aruna Seth brand, any big plans?
We are launching our baby line this year and also our new bag line so very exciting!
What price range do your shoes start from?
What advice would you give to brides who are looking for something that little bit different in a shoe?
For your wedding day always stick to a heel height you are comfortable with, then you can try something breathtaking with the design. The key is comfort which is why all of my shoes have a special cashmere like comfort padding throughout the shoe made from soft Italian nappa leather.
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