I believe a business needs a good digital team who focuses on social media to move forward with the times and be ahead of our competitors. The change from bricks and mortar stores towards focusing on online presence and sales is a huge shift for the fashion industry to harness. There have been many in business and fashion, however probably the evolution of the digital age of fashion has been the biggest. What has been the biggest challenge you had to overcome? I take on board all advice everyone has their own experiences so it’s good to have a broad spectrum. So, don’t be afraid to spend time making sure everything is as it should be. When small mistakes are made in business these can accumulate to larger problems and wasted time. What is the best piece of advice you ever received?Ĭheck, check and triple check. If I have more dressy meetings, say at Annabels I will wear a long skirt with a Balmain blazer so I’m still comfortable yet smart. I will pair them with my Farfalla sneakers which are glam but comfortable. I love Ermanno Scervino for jumpers and lace skirts as it’s cold in London. Which fashion brands can we find in your work wardrobe? Revolutionizing the industry with her unique designs, Aruna’s signature styles have become the go-to for feminine shapes that elongate the leg while maintaining comfort. What advice do you have for anyone looking to follow in the same footsteps?ĭo as much research and work experience as you possibly can. Aruna Seth empowers women of style with her collections of timelessly elegant shoes. However, I travel a lot so my daily routine tends to differ depending where I am travelling to. The fashion designer who has had her brand worn by Kate Hudson and Princess Eugenie, revealed her inspiration. My day normally entails being in the office in the morning and then during the afternoon, I focus on meetings at the showroom or externally with potential buyers or clients for example. Aruna Seth, 38, founded her eponymous shoe label in 2009. I then head to my office on Sloane street where the team has a brief morning meeting to start the day.
On a typical day in London, start the day by speaking to the factories in Italy to check in and see how production is going. Managing my team, making sure new collections are ready, speaking to buyers and developing new business. I also did work experience every summer in different departments from accounts to the warehouse so by the time I was at university, I already had a well-rounded knowledge of the fashion world and knew it entailed many aspects of business not just design. When I was younger I used to attend all the shoe shows with my father’s company so it was very exciting to see behind the scenes of well-known brands. My father has a shoe company so I grew up around shoes.
What inspired you to launch your own shoe brand?
History and art – I loved learning about the past, especially fashion throughout the ages. What was your favourite subject at school? “We have been very lucky to see that to fruition.”įor more information, visit, we get to know more about Aruna’s brand and the challenges she faced. “I grew up in England with a strong desire to create shoes fit for a princess,” she says. The Surrey native had a once in a lifetime opportunity to design the shoes worn by Pippa Middleton to the wedding of Prince William and Catherine Middleton just as the brand turned one. With her father-mentor-investor behind her, Seth launched her brand in 2010. Harrods in the UK, Lane Crawford in Hong Kong, SKP in Beijing and Level Shoe District in Dubai,” she says. The Farfalla (left), with its signature Swarovski butterfly, is available in over 50 shades of satin and various heel heights, including flats. All her shoes contain leather padding in the soles that add a “cashmere‑like feeling” around the feet. Her father, Geoff Seth, the man behind Ascot trainers, was already an industry veteran when she decided to follow in his footsteps, literally, to start her eponymous shoe line after studying at London College of Fashion.Ī key motivation for Seth is to design creations as comfortable as they are beautiful. She has a business degree and worked as an investment banker, but shoes have always been in the blood of 33-year-old Aruna Seth.
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