Even though based in London, Seth’s business began by first establishing its presence in the Middle East, the U.S. and Asia with key stockists including Level Shoe District in Dubai, 51 East in Doha and Neiman Marcus in Dallas.
The brand’s hyper-feminine and glamorous aesthetic, as well as its commitment to craftsmanship — each piece is handcrafted in Italy — resonates with consumers in a market such as the Middle East that’s looking for both high quality and high glamour.
Among the label’s key styles are peep-toe pumps with jewel-encrusted high heels and pointed-toe pumps in bold colors and glitter-finished, cut-out panels. The brand’s “Farfalla” style, which features a bejewelled butterfly embellishment is the best-selling style among the range.
“The Farfalla has incredible demand in the Middle East and has become our signature shoe, which we have created in different materials such as Austrian satins and French Chantilly laces in a wide range of color ways,” said Seth.
Prices range from 395 pounds or $528 for a pair of flats to 750 pounds or $1,000 for exotic skin styles.
Seth created limited-edition versions of the Farfalla using Italian lace and Swarovski crystals to mark the launch of her label’s Harrods pop-up. She explained that the level of luxury Harrods provides made the British department store a suitable retail partner.
“Through Harrods we will be selling to the most prestigious women across the world including royalty and influencers who know what they want when it comes to luxury fashion,” said Seth.
Marigay McKee, Harrods’ former fashion director, is an advocate for the label.
“I am immensely proud of the results Aruna Seth has achieved this past year in the evolution of her brand both stateside and in Asia with launches in some of the best retailers globally and shop in shop concepts, a first for her,” said McKee. “
Seth said that she has been working alongside McKee as she develops her brand strategy and has been taking on her advice when it comes to both the design and marketing elements of her business.
She plans to add new categories to her label including a bag collection, a baby range and a luxury sneakers collection. A retail store in London’s Knightsbridge area is also in the works and is set to open before the end of the year.
“This will be a pivotal brand for the brand here in the U.K. and also an integral part of our global positioning and growth strategy,” said Seth.