Velvet Sole co-founders Nora Lynn and JoniAnn Newton describe their upscale line of orthopedically designed footwear as “for women by women.”
But the duo also focused on comfort for their debut fall collection, using proprietary Normar technology to help redistribute weight from the ball of the foot to the heel. “We put as much science into the shoes as we did fashion,” said Lynn. “It’s our passion that beautiful footwear should be as easy on the feet as [it is on] the eyes.”
The line is built around the signature Little Black Pump, a 3 1/2-inch heel with a 1/2-inch platform that will be offered seasonally in a range of colors and materials. “Every woman says she’s always looking for the perfect little black pump,” said Lynn. Added Newton, “It’s the heart and soul of the collection.”
Altogether, the fall offering consists of eight styles, including a platform wedge, ballet flat and platform bootie. Each look, noted Lynn, features extra details, such as velvet bindings and a hand-stitched heart that lines every footbed.
“We’re looking at women ages 30 and older, who are career-minded and demand value,” said Lynn. “The shoes easily transition from day to evening. They’re tailored, but feminine.”
Retailing from $225 to $365, the St. James, N.Y.-based brand will deliver in July to better specialty stores, independents and e-tailers.
Nora Lynn, who has a business background, and JoniAnn Newton, a former footwear buyer and designer, bring a balanced approach to their new collection. “The ideas flow, but we’re detail-minded,” said Lynn.
Like the little black dress, Lynn and Newton have focused on timeless designs. “We want these shoes to be in [a woman’s] closet for years,” said Newton. “We’re not chasing after one-season fads.”
Retail newcomer Tammy Thomas, bowing Foot Candy in Mendham, N.J., said the line suits her target audience. “The flats jumped out at me,” she said. “I love the ballets with rosettes. They are so pretty in bright colors.”