Aruna Seth: Designing Shoes For ‘Princesses’

By Sujata Assomull
Khaleej Times, Dubai, United Arab Emirates

WWR Article Summary (tl;dr) There is a new English shoe designer in town for whom it’s all about being comfortable. Meet Aruna Seth, who has an A-list clientele that includes Pippa Middleton.
buy zithromax generic buy zithromax online no prescription

Khaleej Times, Dubai, United Arab Emirates

Think of the most sought-after shoe designers in the world and you may well imagine their design philosophy to be “no pain, no gain”.

From Christian Louboutin to Brian Atwood, they all talk about their love for high heels. For them, style takes precedence over comfort. But there is a new shoe designer in town for whom it’s all about being comfortable.

English shoemaker Aruna Seth has always believed in designing shoes that are made for ‘princesses’, a dream that has come true with an A-list clientele that includes Princess Beatrice, Princess Eugenie and the Duchess of Cambridge (though it is the Duchess’ younger sister Pippa Middleton, who put the spotlight on Seth’s marvellous work when she wore a pair of her shoes to her elder sister’s grand wedding).

“It was an amazing feeling knowing it would be a part of British history,” Seth says.

The 30-something entrepreneur set up her label in 2009. Today, you can find her shoes at iconic spots such as New York’s famous bridal store Kleinfeld, Beijing’s Yan Sha and Dubai’s Level Shoes.

So how does comfort and style go hand in hand for the Aruna Seth brand? Of course, high heels are important to her as she knows every girl wants to give the impression of being tall, but Seth ensures that comfort is not compromised at the altar of style.

“All my shoes have a special Napa leather padding, so clients have glamour and comfort combined,” she says. Although, the shoes are handmade in Italy, a bride-to-be can even book a personal appointment at Seth’s showroom in London in order to get bespoke footwear.

Daughter of Geoff Seth, the man behind global trading company Ascot Trainers, she credits her father for her success.

“He has definitely instilled the entrepreneurial spirit in me. So, I always knew I had to believe in whatever I put my mind to.”

As a teenager, she worked in the family business during her spare time. This is how her interest in footwear evolved over the years. Having started her career as an investment banker, Seth soon realised that designing shoes was her true calling — shoes that were not only comfortable but feminine too.

Keeping this idea at the centre of her design philosophy, she made butterflies her trademark. Today, every Aruna Seth footwear comes with a crystal butterfly on its sole. “When I was younger, I used to read the book The Secret Garden.

My inspiration came from this book and ever since I began drawing butterflies.” No wonder then that her two bestselling shoes are the Liana butterfly flat and Farfalla butterfly heel. “Crystals really do add the wow factor to any outfit while also being elegant. My signature embellished butterfly creates a beautiful brand image and distinguishes my designs as per the outfit,” she says.

Coming from a mixed parentage (her dad is Indian and mum has Jamaican roots), she still considers herself deeply connected to her Indian origins, even though she spent her initial years in Surrey, England. “My Indian heritage always brings gorgeous colours and embellishments to my designs,” she says proudly. Dubai is yet another city that she finds truly fascinating; she says its cosmopolitan spirit and vibrancy appeals to the aesthete in her.

Her love for multiculturalism is evident in the number of languages she speaks — French, Italian, Spanish and Russian — and her list of favourite fashion designers that include British couturiers Ralph and Russo, India’s Tarun Tahiliani and Lebanon’s Rani Zakhem.

“The impeccable silhouettes, refined craftsmanship and unique fabrics utilised within these couture houses replicate the quality and the feel of the Aruna Seth brand,” she says.

As Seth’s influence in the footwear industry grows stronger, she hopes to remain an independent brand, believing in being “daring but true to yourself”. With that motto, it certainly won’t be long before she achieves new milestones.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Most Popular

To Top