In the summer I’d work at my father’s office, doing the stock, the ticketing queues and so on, to learn every part of the business. “I used to sell shoes at school, sometimes five or six pairs a week. You could wear the most fabulous dress in the world, but add a pair of stunning shoes into the mix and you can transform your outfit from simply great to absolutely show-stopping (now I sound like Gok Wan…perhaps this is a turning point in my career – watch this space, girlfriend).Īruna grew up around the footwear and fashion industry, her father being the man behind the Ascot brand, and it seems that his entrepreneurial spirit runs in the genes. A shoe is just a shoe, right? Wrong! Having perused her online catalogue of dazzlingly beautiful creations, I could understand – for the first time in my life – the appeal of feminine footwear, as a fashion accessory, as a thing of beauty, as that je ne sais quoi wow factor. On the other hand, I bring a uniquely unbiased approach to it. I was perhaps not the best person to interview a female footwear designer, being a man and all. In the space of a year, her brand has become synonymous with luxury, glamour and exquisite artisan quality this is a lady on a mission. Her shoes already grace the red carpet, worn by the likes of Katherine Jenkins, Goldie Hawn, Emily Blunt, Audrina Partridge, Virginia Madsen…the list goes on. Despite having launched her luxury footwear brand during the height of recession, business is booming and she is preparing to open a boutique retail outlet in a fashionable area of Central London. Her name is Aruna Seth and her biography reads like the exotic character profile of a Bond girl: her father is Indian and her mother hails from Jamaica, she speaks French, Italian, Spanish and Russian and divides her time between London, Venice, Paris and New York. This is fairytale footwear for a princess, devised by a lady who is captivating the hearts and minds of the fashion industry and every shoe-lusting woman alike. They are sparkling, sumptuous creations, heels that girls dream about but seldom acquire.
To call them shoes doesn’t do them justice. Women gaze in awe at the glittering crystals, the subtle cerise bows, the graceful contours and the luxurious finish of this alluring footwear. While an abundance of rhinestones is not my passion, the Ameronni Patent Heelsabove exhibit a restrained use of rhinestone on a simple yet perfectly shaped patent flap.Īruna’s collection is availabe online and at a variety of boutiques worldwide.Heads turn as she waltzes into the Blue Bar of the Berkeley Hotel, a suitably opulent location for this glamorous interviewee: cue Bardot’s Je t’aime as time slows and hearts beat faster, but it’s not just her elegant appearance that garners attention it’s also the shoes she wears. Posh and Pretty meets flashy glam – gorgeous! I adore the contrast of texture derived from the gathered gold material combined with the pretty scalloped gold detail on the closure. I am possibly most impressed by the artistic consideration of line and form in Aruna’s designs.
Time is invested in making sure each shoe is hand-crafted to perfection and detailed with the best possible trims.” Only the finest quality materials are used including thick-cut satin, creamy suede and buttery Italian leathers embellished with Swarovski crystals. Aruna Seth shoes shy away from passing trends in order to be higher quality, everlasting shoes to transcend occasions and ages. “Aruna is motivated by a desire to create quality, timeless and elegant pieces. I opened the website and was immediately enchanted by the sparkle details so expertly used by the designer, Aruna Seth.Īruna studied design at the London School of Fashion and her artistic sensibilities are evident in each collection. Last week I received an unexpected email from the creator of some fabulous accessories.
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