A big weekend is ahead of us. Beginning tomorrow at our location on Verdugo we’re hosting a Pronovias trunk show, and at our Ines Di Santo by Lovella Bridal location at The Americana we’re hosting an Aruna Seth showing.
In fact, we had the extreme privilege of nabbing an interview with UK-based Aruna Seth, head designer of the namesake brand. We are such fans of her shoes and bags, and are so excited to be offering Aruna Seth footwear at Lovella. What’s special about Aruna Seth pieces are that they’re fun, feminine, and sexy – all in one. Plus, all of what we love are often in an Aruna Seth shoe: heigh, sparkle, and that seductive peep-toe.
Enjoy this exclusive interview! A big “thanks” goes to the ultra busy Aruna Seth for her time.
LB: You come from a shoe family and are clearly passionate about design and footwear, but has there been a time where you wanted to work in a different industry?
ARUNA: There has never been a time I haven’t wanted to work in the shoe industry. I have a family heritage in shoes; my father has been making shoes for over 40 years and he is my biggest inspiration. Designing and creating beautiful shoes is in my blood. We spent a lot of time traveling when I was younger and I went (to) factories around the world. I remember coming to my father’s office and working over the summer holidays helping in his warehouse (and) factory and with shoe orders. My father has a tremendous work ethic, he has built up a multi-million pound shoe empire in Russia, India, Europe and the UK; I’ve grown up watching him work long hours and put huge dedication into building his business. Watching my father has instilled a huge work ethic in me and I’d hope to be as successful as him.
LB: Fill us in on what a typical workday is for you.
ARUNA: I like to start off with a latte from Starbucks. I’ll spend the first half of the day looking at all the logistics like stock intake, dealing with client orders, and sorting out the stockroom. Some days I might have a telephone interview with a journalist. Once a day in the office is done I’ll head home and this is design time before I head to bed.
LB: Though many celebrities and royalty have worn your shoes, if you could see any celebrity step out in one of your designs who would it be?
ARUNA: We’d of course love to see Kate Middleton wearing a pair of our shoes as she is a classic, stunning beauty. Kate has an elegant sense of style but she looks amazing in a bit of sparkle, too; she looked absolutely amazing in a Jenny Packham dress. (And) she looked sensational and dazzled guests at the 10th annual Absolute Return For Kids Gala at Kensington Palace.
LB: Which shoe design is your favorite?
ARUNA: This winter I’d say it would be wise to invest in our new beautiful leather shoe boot. The fabric… is amazing. Of course, the butterfly shoes we have are also a classic.
LB: Knowing you have showrooms in both London and Moscow, do you have future plans for expansion?
ARUNA: We’ve made headway in the US already, as we have stock lists in New York, Texas, and various other states. Plus we’ve had some great US celebrities wear our shoes for our weddings, from Nikki Read to Sara Rue. Plus Andie MacDowell, Elizabeth McGovern, and Penelope Ann Miller have all been spotted wearing our pieces on the red carpet recently.
LB: We’ve read that travel inspires your designs; could you expand on this?
ARUNA: Creativity to me is taking in inspiration from my surroundings. My designs are based around what I love from shoes, the places I frequent, and my travels. I love attending events and socializing. Before I started the brand Aruna Seth I could never find the perfect shoes for day-to-evening occasions. I wanted to create shoes for the red carpet with that extra ‘wow’ factor. The signature cerise wedge with Swarovski crystals and bow is a bestseller – girls will literally grab my feet as I walk past wearing them to ask me where to purchase them! I wanted to create shoes (that leave) an impression and create designs girls (can) quickly build up a strong emotional attachment to. An example of a ‘location’ inspired shoe is the Antonia following a brief visit to Porto Fino. The Antonia design was screaming to be created to complete a shoe-lovers vacation, the empress of all summer sandals, Swarovski crystal trim, gold nappa leather and crystal butterfly, the perfect day-to evening shoes to match the ideal gold Kaftan.
LB: What are things you enjoy doing?
ARUNA: I don’t have too much spare time, but when I do I enjoy eating Italian gelatti, shoe shopping for inspiration in Harrods, and exercise when I can fit it in… I love walking in some of the parks in London too and testing our shoes.
LB: What are your footwear tips or advice for brides?
ARUNA: You could theme your wedding and have your shoes involved, for example a butterfly theme. Always make sure wedding shoes are comfortable; you don’t want to be strutting around in high heels on your big day if you don’t normally go for extra high. Ask the venue if they allow guests to wear high heels as some places don’t allow them because of the flooring. There is a new bridal tradition that bridesmaids sometimes pay for the brides shoes nowadays which we think is a great tradition.