What made you start Upper Street?
It all began when I was at dinner with my sister and co-founder Katy and I noticed that she was wearing a fabulous pair of heels. I asked where she’d bought them, imagining that she had splashed out on a top designer ready-to-wear brand but I was really amazed to find out that she had designed them herself and had them custom made in an independent offline boutique. Of course, I was so jealous as I am one of those women who always goes shopping for a shoe that only seems to exist in my head, and I really wanted to design my own shoes too – how amazing would it be to have a pair of shoes that were completely unique and also perfect for me?.. This for us was our “aha!” moment and we decided to create a service in an online environment that enabled women across the world to design their own beautiful shoes from the comfort of their home, and have them delivered to them in just a few weeks.
What was the hardest thing about setting it up?
With neither Katy or I coming from a footwear background, we had a huge learning curve in terms of product development and managing the craftsmanship of the shoes to ensure that they are both exceptionally beautiful and extremely comfortable to wear. We knew we couldn’t do this on our own so brought some really experienced professionals to design the range and help find top suppliers. As our business has evolved we’ve been able to establish our own workshop. That certainly wasn’t easy but means that today everyone within the business – from customer services right through to the person who beautifully hand packages each pair of shoes – each shares the same passion of making that individual customer experience really special.
Tell us a bit about the company
Upper Street is a luxurious online made-to-order shoe label that is revolutionising the way women shop for shoes. Women can choose from hundreds of different styles, colours, materials and heels to create over 4 million unique designs. Styles can be created online using innovative 3D shoe designer technology or via a personal appointment in the Shoe Lounge at Upper Street’s North London townhouse. Shoes are hand-made, lovingly packaged and delivered to customer’s doors within 3-4 weeks
What makes your shoes different?
When we first launched, there was nowhere else women could design their own high quality,
beautifully made shoes online. Having shoes made to order in places like Mayfair costs a fortune, and for us it was important to make our shoes more accessible, whilst still giving a luxury product and experience. Over time, the online shoe design market has become more competitive, but Upper Street still stands head and shoulders above those competitors for a number of reasons; the high quality, beauty and comfort of our shoes; the uniqueness of our true-to-life and easy to use 3D Shoe Designer; and our obsessive attention to customer service. Key to this is the personalisation of the whole experience which includes beautiful packaging, a handwritten note in the box, personalised swatch books, free studio appointments, special orders, full design advice, free alterations and a no-
quibbles returns policy.
Do you think made to order is the way forward?
We believe so. Fashion is now so accessible and available, that people are realising that real luxury is having your own personal stamp on what you wear. And this is where Upper Street comes in. We provide the tools, in a very easy-to use website, that let the customer’s imagination run free. It also means that consumers don’t have to be tied to the latest fashion trends. If navy blue is not seen on this season’s runways it doesn’t matter, you can still create navy shoes.
How much do the shoes cost?
Design your own Upper Street shoes cost between £195-£350. Luxurious gifts are available in a range of values and packages, the perfect present for shoe lovers
Do you get any unusual requests?
Yes plenty! We’ve helped a bride design shoes in animal print as she was getting married in a zoo, 4” heels in the customer’s football team colours and one of the most unusual was a pair of shoes which were screen printed with dinosaur motifs for a museum opening. We also worked on a charity project with Save the Children last year where we created shoes for a number of celebrities; the designs took inspiration from their childhood dreams. We created some fantastic Wizard of Oz-inspired ruby slippers for Helena Bonham Carter. That was fun!
What business tips can you give to others who want to start a business?
My advice would be, don’t underestimate how much energy, time and resource you will need to
build a consumer brand. Focus on building relationships in the industry with people who can help you understand its nuances, find the right resources, and also explore who you can partner with to reach new audiences more rapidly. We’re a premium, experience led business, so finding the right brand to align with is absolutely crucial so that we build long-term value.
What is the best and worst thing about running Upper Street?
It’s rewarding to create something that makes a difference to people at an individual level. The process of designing your own shoes makes women feel amazing. I get an immense sense of pride when I read all the lovely emails we get from our customers. Many are really emotionally charged ,- we get heart-felt essays! Being surrounded by beautiful shoes every day isn’t bad either!
The most challenging thing is that it can be hard to switch off from the business and there have been times when I’ve let my passion for Upper Street overflow into my personal life. I’m much better these days at separating my time between work and my private life and turning off the iPhone! I guess that’s become easier as the business has become more established.
What’s next for you?
2013 was a really great year and 2014 is going to see Upper Street go from strength to strength with several new product launches and an exciting new concept retail store later on this year.
