Call them one of a kind. Designer Tanya Heath set out to create an innovative shoe collection “that would adapt to the woman, instead of a woman adapting to the shoe,” said the founder, who launched her line in Paris in 2013 after six years of development and technology research. She opened a store on Rue du Dragon the same year.
Her eponymous brand offers multi-height shoes with removable heels — a concept with rapidly growing customer demand, thanks to personalized options and a wider product selection.
“Clients have such fun experimenting [with the shoes],” said Pame Schmider, who helped Heath open a branded store in Los Angeles in 2015. “Shoppers will bring in a special dress, and we’ve had bridal parties. People are enjoying expressing themselves.”
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The Tanya Heath collection is divided into three categories: Power for work- ready shoes, Liberty for casual wear and Seduction for dressing up and nights out. “Spring ’16 is the collection I’m most proud of,” said Heath. “There are looks you could wear to a formal wedding or on the red carpet. We’ve definitely glammed up a bit.” The line retails for $495 to $975.
This year, Heath plans to add limited- edition 3D-printed heel options and a sports shoe.
The designer also aims to boost her retail presence. In addition to the stores in Paris and L.A., there are Tanya Heath shops in Portugal and Canada. Down the line, Heath wants to add five more shops in Paris, as well as shop-in-shops at high-end locations. “We are opening our first boutique in a luxury hotel, which is important to the brand and confirms that interest is coming from the travel industry,” said Heath. “When we launched, our clients were saying that the idea was particularly fabulous for travel, with [less to pack].”
The label also wholesales to several multibrand stores in Spain, Germany and the Netherlands. And Heath said she is focused on digital this year, with plans to revamp the brand’s e-commerce website to match the current in-store experience. “It’s exciting to see the brand grow,” she said.