Renowned for a distinct ability to fuse an impeccably chic, ultra-feminine design aesthetic with the promise of a comfortable fit, luxury footwear designer, Aruna Seth, creates hopelessly romantic styles that have been on the wish-list of many, for more than a decade.
Established in 2011 following a family history of footwear deeply rooted in Aruna’s DNA, the luxury British label is characterised by lavish fabrics and dazzling embellishments…particularly a poetic abundance of butterflies.
There is no denying that Aruna Seth is a storyteller at heart and her passion for her craft runs through the soles of each and every exquisite pair of shoes. Dream Weddings’ Nina Catt caught up with the woman behind the brand for a sneak peek into her crystal-embellished mind…
Please tell us how you started out on the path to a career in luxury footwear design? My love for shoes has been a lifelong passion. Raised in the midst of my father’s shoe businesses, it’s ingrained in me. I started designing at a young age and I fostered the dream of launching my own shoe brand from early on.
When I decided to follow my dream, I was working in finance and my growing passion for shoes was becoming undeniable…prompting me to take the leap and start my own company.
Did you study design? Each summer, I worked at my father’s company, gaining experience from warehouse duties to receptionist tasks. According to my father, understanding every role is essential for running your own company. While I took some short footwear design courses at London College of Fashion, the real hands-on experience came from sitting with my father’s designers and attending trade shows.
Please tell us about your biggest accomplishment to date? A pivotal moment for my brand was when Pippa Middleton wore my designs for William and Kate’s wedding. It marked a transformative point and since then, we’ve had numerous celebrities, from Mariah Carey to Kate Hudson wearing Aruna Seth at events such as the Golden Globes.
What inspires you and how does this translate into your designs? Travelling serves as a boundless well of inspiration for me, whether it’s the vivid-hues of Indian saris, or the intricate crystal details during couture week. Everywhere I venture, I find a myriad of sources that fuel my creativity.
Please tell us about the creative process of designing footwear? It begins with creating initial drawings, where we explore various designs and refine what works best. Next, we take these designs to our factory in Italy to discuss lasts, heels, and costings. After crafting the first prototype, we make necessary adjustments. The final sample is produced in different colours and materials before showcasing it to buyers. Production kicks off with our most sought-after styles.
Butterfly design features appear throughout your collections. Why butterflies? The butterfly’s metamorphosis holds a special meaning for me; it symbolises beauty, growth, and transformation – a core ethos of my brand.
Let’s talk about the Aruna Seth bridal collection and the inspiration behind it…Our Bridal Collection has something for all brides. From the iconic ivory Butterfly to Something Blue, Blush and Lace, and the Crystal collection, we provide a range of options. Recently, we’ve introduced our Indian Bridal Collection, featuring exquisite golden heels and wedges.
We also design a selection of bridesmaid shoes including the Angelina Crystal Butterfly Ballerinas. These are crafted in soft pinks and ivory lace, with hidden butterflies adorning the sole.
What advice do you have for brides-to-be when searching for the perfect pair? There are a few important things to consider as a bride choosing her wedding shoes. Comfort is key – your wedding day demands hours of standing…from walking down the aisle to photographs and the first dance. Wedding shoes should be both functional and practical, ensuring you are smiling throughout the day.
Choose the right heel height. Ask yourself, “can I walk in these shoes?” When selecting the heel height, consider compromising for practicality, especially if towering over your husband might be a concern at the altar, or in wedding pictures. Opt for a heel height that guarantees comfort.
Which celebrity or well-known bride’s big-day look are you obsessed with? I was inspired by Amanda Hearst’s beautiful (and sustainable) luxury wedding. She wore a stunning off-the-shoulder Oscar de la Renta dress and repurposed veil. I actually incorporated similar elements into my own wedding ceremony. I opted for a repurposed Chantilly lace veil, mirroring Amanda’s eco-conscious choices.
What is your vision and direction for the future of Aruna Seth? My brand’s vision is rooted in environmental kindness, recognising the fashion industry’s significant environmental impact. Embracing sustainability and cruelty-free practices is crucial for all brands moving forward and is essential for the well-being of our planet. We will continue with this mission.
Where can we purchase your shoes? Arunaseth.com and Harrods Penthouse.
And finally, please share a secret with us…We are launching an Aruna Seth mother-daughter jewellery collection next season! Watch this space…
Images courtesy of Aruna Seth
