The New York-based brand, which launched for fall ’11, was created to give customers the simple looks many customers prefer, said founder Christina Luhur. The line features the same round-toe pump style in 26 different colorways, in three heel heights: 2, 4 and 6 inches. The shoes, also available in three different widths, retail for $88.
“We spent months tweaking the sizes for optimal comfort, and we are still always trying to improve our sizing,” said Luhur.
The brand currently is sold exclusively on its e-commerce site, but is looking to expand its consumer base.
“We are leveraging partnerships and short-term retail brick-and-mortar sales opportunities,” said Luhur, who previously owned online shoe boutique Scarpasa.
For example, the brand recently held an event at New York boutique Story to showcase the product and meet with customers. The styles were displayed in the store for two weeks.
Later this year, Luhur plans to introduce more colors and new materials to expand on the brand’s basic pump style.