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How would you describe this new collection, and
what prompted you to launch it?
I’ve been working in the footwear industry in the
UK for about 19 years – but working for employers
I’ve always had restrictions on what I could design,
because it’s all down to cost, market position, and
how quickly the shoe can be manufactured. As
we’re a small business our overheads are quite low,
which means I can put more into the product –
and having my own brand means I enjoy total
creative freedom.
I’d say I’ve developed a fashion-infl uenced bridal
collection, with a classic twist. I’ve used a lot of
ivory silk to keep it simple, but then I’ve added a
bit more interest by putting in soft golds and glitzy
textiles – for those brides who want to make a bit
more of a statement.
What materials have you used, and where did you
source them?
I’ve chosen to use all-leather linings and leather
outsoles purely for comfort and quality. I’ve also
added in extra padding under the ball of the foot –
being a heel-wearer myself I know that this is the
area that hurts the most after a long day – plus a
suede panel under the foot for as much comfort as
possible. Th e bridal collection is all in silk, it’s such
a decadent fabric.
What sort of embellishments are used, and why
were they chosen?
What I’ve tried to do is use the fabric of the shoe
to create the interest, so there’s quite a lot of
ruching, lots of soft bows and pleats. Th is adds a bit
more depth without being too brash. I have added
a little bit of sparkle on some designs, for example
I’ve used diamanté on the heel of one, so it’s not
too obvious – of course, that helps to give the shoes
a broader appeal as they’re easier to team with
diff erent gowns.
Where are the shoes manufactured, and why
is this?
We manufacture our shoes in the Far East, using
factories that I’ve worked with for many years. It’s
much more cost-eff ective, and it means I can put
more into the products themselves, keep them at a
reasonable price point, and also pass on the benefi t
of good margins to the retailer.
What sort of retailer is the collection most
suited to?
Given the retail price of the shoes, we’re really
looking at the high end boutiques – our bridal
shoes retail at between £180 and £195.
What sort of customer would these designs
appeal to?
I’ve tried to aim my designs at those who really
truly love shoes – the sort of girl who would rather
spend their money on a new pair of heels than a
new dress, perhaps. Th ere’s a lot of us out there!
How do you support retailers stocking this
collection?
We’ve got a fabulous website that enables potential
customers to see the designs close up and from
diff erent angles, because we wanted to emulate
something of the tactile experience of buying
shoes. We also list our stockists on the site,
complete with contact details and web links. We’re
actively seeking editorial coverage in consumer
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Understated Glamour
We speak to Julie Mawson of
Occasion Shoe about the label’s
stunning bridal collection...
magazines too, for example we recently featured
in Brides ‘top 100 bridal shoes’. We’re keen to raise
the brand’s profi le in general – for example, we are
fi nalists in the Bridal Buyer Awards 2010 for the
Bridal Shoe Collection of the Year category. In
addition, our order levels are appealing, since we’ve
put in a low minimum initial order quantity, and
after that stock replenishment is one pair at a time
with a 24-hour turnaround.
What is your favourite piece from the collection
and why?
My favourite shoe is the Bologna design in
purple – I adore the shade because it’s so rich and
indulgent. I love the form of the shoe, and it looks
fabulous on the foot. It’s equally gorgeous dressed
up with a posh frock, or you can simply wear it
with skinny jeans and a trendy top for a night out
on the town.
How do you intend to build on this collection
next season?
I’m going to be adding in new lines quite slowly,
with the odd new design here and there. Again I’ll
be looking at high fashion, and combining it with
what’s going on in bridal, and keeping it classy –
although I might be a little more adventurous, so
watch this space! �
Further information
To fi nd out more about the Julie Mawson
Collection from Occasion Shoe call the fi rm
on +44 (0)1752 863 640 or visit the website at
www.occasionshoe.co.uk.
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