Head over heels: Designer plans own shoe shop
Sunday 28 February 2010
Shoe designer Aruna Seth is celebrating the first anniversary of her brand in style, announcing plans for her own store in Chelsea. Seth has defied critics during the downturn with extravagant designs including a £2,500 high-heel encrusted with thousands of Swarovski crystals and has just provided shoe designer PPQ of Mayfair and Ashley Isham at London Fashion Week.
A spokesman for Seth said: "We've persevered through the recession. We've found consumers are looking to make investment purchases rather than buy lots of things".
Now her business is doing so well Seth plans branded stores rather than relying on concessions in boutiques such as Browns and Caroline Castigliano. Shoes run in the family – her father made his fortune building up a multi-million pound footwear empire in the 1980s with the Ascot pro-white trainer.
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