When Erika Carrero, the former CFO of Silicon Valley, launched the first shoe collection of shoe brand Elizée in July, she began with a mission to create a pair of shoes Fashionable and comfortable style.
To that end, she worked with podiatrists to develop Elizée’s Plush Contour insole, which combines layers of active foam and responsive gel cushioning to relieve pressure in the forefoot, absorbing impact, while providing maximum stability and cushioning. And style? That question was answered by working with a family-run craft factory outside of Milan, where each style is handcrafted using breathable Italian leathers sourced from tanneries. certified sustainable leather.
“Elizée and its mission are deeply personal to me, because I want to meet the needs of the modern woman,” explains Carrero. “For me, brands are not just for sale a pair of shoes. Elizée is a platform to empower women to feel sexy, confident and comfortable instantly because confidence comes naturally when you’re feeling your best. ”
The collections range in price from $396 to $545 and offer a mix of pumps, sandals and booties, as well as bridal giveaways.
As the pandemic broke out, the designer said: “I made the decision to continue working on the collection for a couple of reasons: I started to see progress from our work, and I truly believe it. the brand will innovate and have a luxurious distinction, combining high-tech materials with Italian heritage. ”
But launching high heels at a time when most sneakers are meant to be strategic and designers focused on “sharing the brand’s value, which is comfort.” and style”.
So far, it’s been successful, and she’s charting a path forward using both direct-to-consumer with her e-commerce site and wholesale with a few stores.
High heels have also been successful in increasing brand awareness. “It’s really exciting to see women try on shoes, they really don’t want to take them off! Even women who haven’t worn heels in years end up buying at least one pair,” quipped Carrero.
https://wwd.com/accessories-news/footwear/designer-erika-carrero-pushes-ahead-with-elizee-1235007516/ Designer Erika Carrero Pushes Ahead With Elizee – WWD