![]() You see this strong family connection with the Italian clothing brands too. “If you have a family business and you’re not a part of it, you’re almost letting your family down. Despite this steely determination, her decision to go solo rather than join her father’s empire wasn’t an easy one. Rather than taking holidays, she chose to study footwear design at the London College of Fashion in preparation for the hard grafting that would follow in the formation of her own business, fulfilling a lifelong desire to create the prettiest, most luxurious footwear the world has ever seen. ![]() ![]() “During my last year at Morgan Stanley I knew that I was coming to the point where I would want to either join my father’s company or do my own thing.”Īnd do her own thing she did. My father wanted to demonstrate how he started in business and how I should start – by not going straight to the top, designing shoes and attending shows – but learning every part of your business at every stage.”Īfter completing a business, geography and languages degree, Aruna worked in the City for some of the major investment banks, but this didn’t satisfy her brooding entrepreneurial zest. 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. 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.
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