Interview: Aruna Seth

Aruna Seth is a footwear brand worn proudly by A-list celebrities, and even made an appearance at the Royal Wedding adorning the feet of Pippa Middleton. They are sold in fashion capitals across the world and will soon be stocked in Harrods.

We were able to find out a little more about chief designer and the name behind the brand Aruna Seth.

Hi Aruna, welcome to Beauty and Lace.
How did you decide to become a footwear designer?

My father has been in the shoe industry for 60 years and I’ve been surrounded by shoes my whole entire life.  After seeing my father build up an international shoe industry I wanted to do the same.  After a brief stint in the city, I studied at London College of Fashion and then decided to launch the brand in 2009.  I spent a year in Italy working with the factories to create a collection on over 40 pairs of shoes!  Starting a fashion brand was certainly an adventure.

What inspires your designs?

I am inspired by my travels and by my clients. I love to travel to warm climates such as Dubai and India. These places always give me vibrant ideas for new shoe designs. I also spend a great deal of time with my clients doing fittings, they always give me plenty of ideas for new shoe designs and also new fabrics and colours.

Can you tell us a little about what sets Aruna Seth shoes apart from other brands?

The comfort factor! All our shoes have a special plush leather padding inside them to provide cashmere like comfort for feet. It is like a little cushion of padding.

Aruna Seth

Please share with us a little about the process from concept to point of sale?

I oversee the whole shoe design process, from designing and drawing the initial shoes to choosing the fabrics and overseeing the lasts being made in Italy. I also oversee the quality control by visiting Italy once a month to see if the shoes are being made correctly. I love seeing celebrities wear the designs on the red carpets and also in the magazines!

Can we purchase Aruna Seth’s online?

The shoes can be purchased online, we have a lot of stockists all over the world. We have our very own Aruna Seth showroom near Buckingham Palace and we’re being stocked in Harrods from next season.

Can you tell us a little about your latest collection?

My latest 2014 Summer collection is very bright and colourful! I wanted everyone to smile and be happy when they see the new designs. The new shoes are getting a great response from clients.

How do you decide on materials and fabrics?

I visit a lot of shows to look for new materials and fabrics. I am a bit of a magpie when it comes to finding new materials etc

Do you have a favourite Aruna Seth shoe?

I could never pick one shoe above another as I love them all! But obviously my butterfly designs have been extremely successful and I get a lot of wear out of these shoes.

arun a shoes

If you could only wear one style of shoe, every day for every occasion, what would it be?

The highest possible heel! I am a big fan of super high-heels for any occasion!

What’s next for Aruna Seth?

We are always continually trying to make more head-way in the US market – I’ll be traveling over there a great deal to meet with buyers and journalists! I’d love to try and push the brand more out there.

What does being a woman mean to you?

I love being feminine and dressing up! It’s great to be able to design such a lovely feminine collection of shoes.

Thanks for your time Aruna

To check out the collection of Aruna Seths head over to the website at: www.arunaseth.com

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