The Aruna Seth interview – Star studded shoe designer

Each pair is every sense of the word glamorous with a big fat capital ‘G’ and lots of sparkle. We here at iStylista were incredibly lucky this week to have grabbed 5 minutes with founder and designer herself, Aruna Seth to bring you this exclusive interview. I hope you enjoy reading it as much as I enjoyed chatting to her!

When, how and why did you launch Aruna Seth?

Shoes are in my family blood, we have a rich history in the footwear industry. With a brother and father who both have their own shoe brands, making shoes was always part of my heritage. My entrepreneurial father recruited me at a young age; I can remember walking around shoe factories, giving feedback for shoe designs and helping out at my father’s company in school holidays. I even sold shoes to friends at school!

Working in the shoe industry is a natural enthusiasm, I launched the Aruna Seth luxury shoe brand just under two years ago after studying at the prestigious London College of Fashion and a stint working in the city. A brief career in Investment banking helped develop my business acumen and the efficiency you need to help run a business. My background, combined with my passion for shoes (my personal collection is over 150 pairs) and a love of culture has all contributed to the Aruna Seth brand. Every shoe exudes glamour and is a part of me.

Where do you get your inspiration from to design shoes like these?

My designs are based around what love from shoes, the places I frequent and my travels. I love attending events and socialising . Before I started the brand Aruna Seth I could never find the perfect shoes for day to evening occasions. I wanted to create shoes for the red carpet with that extra ‘wow’ factor. The signature cerise wedge with Swarovski crystals and bow is a best-seller, girls will literally grab my feet as I walk past wearing them to ask me where to purchase them! I wanted to create shoes leaving an impression and create designs girls quickly build up a strong emotional attachment to. The shoes are elegant and exquisite, we look to finish every detail, if you look at my signature Swarovski bow, we’re the first company to create a bow with Swarovski crystals detailing the inside as well as outside. An example of a ‘location’ inspired shoe is the Antonia following a brief visit to Porto Fino. The Antonia design was screaming to be created to complete a shoe lovers vacation, the empress of all summer sandals, Swarovski crystal trim, gold nappa leather and crystal butterfly, the perfect day-to evening shoes to match the ideal gold kaftan.

Where do you source the fabrics from and where are your shoes made?

The shoes are hand-crafted in the best factories of Northern Italy. Our fabrics are sourced worldwide, too many to list. We scour the world high and low, strictly and only the finest-quality materials and trims are ever used. We pride ourselves on ‘cashmere’ like comfort, feet may possibly fall asleep resting on the quilted padded leather especially inserted into the lining to act like a plumped up feather filled pillow to cushion soles.

What are the positives and negatives of your job?

The positives are receiving amazing feedback from clients who love my designs and celebrities such as Paris Hilton being a huge ‘fan’ of the brand. I am seeing a business grow in front of my eyes, challenged creatively and constantly enjoy thinking of new designs and ideas for promotions. There really are no negatives! I’m following a passion that I love.

What is your favourite shoe from your collection for next season and why?

My favourite shoe has to be my ultimate prized shoe, the fantastic Cinderella. A satin wedge coated with 3,000 Swarovski crystals. Your feet literally sparkle. We wanted a glamorous shoe to make an impact. The Cinderella is the equivalent to dipping a plain wedge into a pot of Swarovski crystals and pulling it out again to be the ultimate twinkling glam shoe.

In your opinion which pair of shoes should a woman invest in during the recession, please explain why?

This is an easy one, I’d say the best investment would be for a shoe you can wear to many different occasions to optimise value for money. One of the Aruna Seth ballerina’s in the collection would be just perfect. Our ballerinas are perfect for both day and night occasions. Classic pumps in a variety of buttery leathers, creamy suede and best of all, patents! You can dress up day outfits by picking a pair of butterfly or bow embellished ones and look subtly glamorous matching them with a dress for the evening.

Who would you most love to see wearing your shoes past or present, and why?

It would be a flattering compliment for someone high in the fashion stakes to wear my designs. Anna Wintour is highly regarded and influential in the fashion industry, this would be a fantastic accolade for my designs. Or someone who exudes glamour such as Charlize Theron or Elizabeth Hurley.

Do you have any new ventures on the horizon that you would like to share with us?

We are excited to announce we are to open our first stand alone Aruna Seth boutique next year. For now we provide a exclusive appointment service, a personal buying experience at The Cadogan Hotel, 75 Sloane Street, client’s can book a private appointment for a shoe fitting alongside tea and cakes. Having our own store will be fabulous though, we’ll be create our own haven of exquisite Aruna Seth and pour our brand image into choosing the décor and interior. A boutique filled with Chaise Lounges, thick silk luxurious floor-length curtains and materials adorning a room filled with shelves of gorgeous shoes, just heavenly. Plans for our boutique are in progress and I simply can’t wait…