“We repositioned Seychelles in 2000 to focus on the independent yet romantic girl with a unique style and positive energy and we committed to her,” said Sari Ratsula, brand president and “Queen Bee” (a nickname from the company). “After a decade, nothing has changed.”
And while the customer remains the same, the brand continues to find new ways to show itself in a different light. Last week, the brand was part of Gen Art’s Fresh Faces in Fashion runway and accessory presentation in Los Angeles and recently collaborated with music duo Boy Meets Girl on a bootie worn by Natasha Bedingfield.
For spring, a large part of the inspiration came from past decades, to create the mid-century pop collection and the disco line. And, Ratsula said, the emphasis on decades will continue for fall ’12. In addition, the brand launched its Love Story wedding line this year.
“We launched the collection because there were so many girls already wearing Seychelles for their weddings and blogging about it,” said Ratsula. “[Next] summer we are adding delicate flowers, pearls and lace to decorate the shoes and playing with soft tones of color.”
Here, Ratsula shares future plans for the brand and her thoughts on staying ahead of the competition.
1. More players are entering the market, so how does Seychelles stand out in the crowd?
SR: Staying true to what we believe is right for our girl. She loves fashion, but not every look is right for her. We are not trying to cover all trends, just the ones that are relevant and fresh. With fashion moving toward cleaner feminine looks, it’s a perfect time for us. The biggest compliment we consistently get from our customers is that there is no one who does the softer, feminine looks better than Seychelles.
2. How important have celebrity followers been for the brand?
SR: We love when celebrities organically wear our shoes, but we don’t solicit them. Taylor Swift is consistently seen wearing Seychelles, especially our girly mid heels. Jennifer Lopez performed her TV debut of “On The Floor” on “American Idol” wearing customized Seychelles Biography boots.
3. What can we expect from the brand for 2012?
SR: We have a major push on social media collaborations with our retailers and it has really been beneficial for all parties, so this will continue in a bigger way. There are also some nice global partnerships on the horizon.