INTERVIEW
Surrey’s Premier Lifestyle Magazine
Move over Imelda
essence meets Julia Brown, CEO and co-founder of Upper Street, a luxury design-your-own shoe brand where customers can create personal bespoke footwear. She herself possesses a collection of over 150 pairs that would surely even turn Imelda Marcos’s head! essence recently caught up with Julia to ask about her career, inspiration and success.
Julia Brown and a selection of Upper Street footwear
Q What was your ‘lightbulb’ moment when starting Upper Street?
A Three years ago I placed my house on the line for the perfect pair of shoes, but it was my sister and co-founder, Katy Chandler, who was the real inspiration. She always struggled to find shoes she loved in the correct size. When Katy married she had a pair custom-made, and on seeing the results I wanted my own shoe ideas to come to life. My vision was to make it possible for women worldwide to design their own perfect shoes and have them delivered to the door. An online business felt like the obvious way to achieve that.
Q Tell us about what the company offers
A Upper Street is a luxury shoe label with a difference. With over five million different combinations to choose from, shoe lovers can use the 3D online tool to create shoes. There’s a huge choice of different materials, styles, colours and heels. We’ve tried hundreds of options to make sure shoes not only look amazing, but importantly are comfortable to wear as well.
Q Does Upper Street offer different widths and cater for ladies with smaller or larger than average sized feet?
A Absolutely, we’re proud to be able to offer all our shoes and boots in sizes 33-44 and in four different width fittings. The style and finish of the ranges has won us a loyal fan base with 91% of customers saying they would recommend us to a friend.
A Three years ago I placed my house on the line for the perfect pair of shoes, but it was my sister and co-founder, Katy Chandler, who was the real inspiration. She always struggled to find shoes she loved in the correct size. When Katy married she had a pair custom-made, and on seeing the results I wanted my own shoe ideas to come to life. My vision was to make it possible for women worldwide to design their own perfect shoes and have them delivered to the door. An online business felt like the obvious way to achieve that.
Q Tell us about what the company offers
A Upper Street is a luxury shoe label with a difference. With over five million different combinations to choose from, shoe lovers can use the 3D online tool to create shoes. There’s a huge choice of different materials, styles, colours and heels. We’ve tried hundreds of options to make sure shoes not only look amazing, but importantly are comfortable to wear as well.
Q Does Upper Street offer different widths and cater for ladies with smaller or larger than average sized feet?
A Absolutely, we’re proud to be able to offer all our shoes and boots in sizes 33-44 and in four different width fittings. The style and finish of the ranges has won us a loyal fan base with 91% of customers saying they would recommend us to a friend.
Q Do you have any celebrity clients and fans?
A Yes we have! The brand has a host of celebrity followers including actress Helena Bonham Carter, super model Erin O’Connor, presenter Tess Daly, Britain’s current ‘first lady’ Samantha Cameron and pop star Mollie King from The Saturdays.
Q Do you think the fashion of ‘customisation is a fad or a market with momentum?
A I believe we live in an on-demand culture where we expect everything to be fully tailored to our needs. It’s hard to think of a retail category where there isn’t some kind of customisation. It’s no longer niche, it’s become mainstream, and the fashion industry is no exception. Wearing fashion designed by yourself is the ultimate expression of individuality.
Q How would you define the success factor when customising fashion?
A Upper Street continues to lead the revolution in the way women shop for shoes. With technology being an enabler I can only see customisation becoming even more prevalent in the future.
Q Upper Street is online but do you have any shops for ‘physical’ appointments?
A ur online design facility is easy to use and the fun part of the process. We do offer personal appointments at our Shoe Lounge in Fitzrovia. A complimentary glass of fizz is offered whilst trying on samples and looking at material swatches. This service is by appointment only and available for one-to-one consultations or private shoe parties.
A Yes we have! The brand has a host of celebrity followers including actress Helena Bonham Carter, super model Erin O’Connor, presenter Tess Daly, Britain’s current ‘first lady’ Samantha Cameron and pop star Mollie King from The Saturdays.
Q Do you think the fashion of ‘customisation is a fad or a market with momentum?
A I believe we live in an on-demand culture where we expect everything to be fully tailored to our needs. It’s hard to think of a retail category where there isn’t some kind of customisation. It’s no longer niche, it’s become mainstream, and the fashion industry is no exception. Wearing fashion designed by yourself is the ultimate expression of individuality.
Q How would you define the success factor when customising fashion?
A Upper Street continues to lead the revolution in the way women shop for shoes. With technology being an enabler I can only see customisation becoming even more prevalent in the future.
Q Upper Street is online but do you have any shops for ‘physical’ appointments?
A ur online design facility is easy to use and the fun part of the process. We do offer personal appointments at our Shoe Lounge in Fitzrovia. A complimentary glass of fizz is offered whilst trying on samples and looking at material swatches. This service is by appointment only and available for one-to-one consultations or private shoe parties.
Q Do you offer gift vouchers for anyone stuck for inspiration?
A Due to demand, we’ve created a new range of gift packages which include a complimentary VIP design appointment in Fitzrovia, with prices starting at £275.
Q Does Upper Street deliver its shoes nationwide?
A Shoes take three to four weeks to be made and delivered, with priority orders taking only two to three weeks. Shipping is nationwide and we also offer international shipping.
Q Do you accept returns on shoe purchases?
A We do, if for whatever reason the client doesn’t like the shoes, they can be exchanged for an alternative size or returned if not completely satisfied.
A Due to demand, we’ve created a new range of gift packages which include a complimentary VIP design appointment in Fitzrovia, with prices starting at £275.
Q Does Upper Street deliver its shoes nationwide?
A Shoes take three to four weeks to be made and delivered, with priority orders taking only two to three weeks. Shipping is nationwide and we also offer international shipping.
Q Do you accept returns on shoe purchases?
A We do, if for whatever reason the client doesn’t like the shoes, they can be exchanged for an alternative size or returned if not completely satisfied.
essence info
Upper Street - to book an appointment at Upper Street, telephone 020 7148 7070.Email: iloveshoes@upperstreet.com
Website: www.upperstreet.com