Launching designer shoe e-boutique Kindred Sole last year, Lizze Lery 21 years and Beth Widdowson 23 years are the two bright young things behind the company. Realising what they missed on the high street, they decided to take the plunge and set up their own company.

FashionUnited: How did the idea came about to launch Kindred Sole?
Beth Widdowson:Lizze and I met whilst studying a Fashion Retail Buying Degree at De Montfort University and Kindred Sole launched in October 2009. We worked on our ideas and aspirations for Kindred Sole whilst we were studying. We both were self-confessed footwear fanatics and had become despondent and disappointed with the shoes that were available on the high street and online and consequently Kindred Sole was born! We knew there were really exciting, innovative and unique brands and footwear brands available and they weren’t reaching the women who wanted them.

FU: What’s Kindred Sole’s mission?
BW:Kindred Sole’s mission is to become a one-stop footwear shop for women who are looking for unique, fabulous shoes that will help put a skip in their step! We are also working on providing footwear and fashion graduates a platform to launch their own designs and form an own brand label. Were really excited about creating this opportunity for new designers and have just been shortlisted by Shell in their liveWIRE Grand Idea’s (bottom left hand side) competition that will be announced at the end of the month. The graduates that we will choose will have the opportunity to have their designs handmade in a UK footwear factory and will be produced to create limited edition styles.

FU: How do you add a personal touch to your online shop?
BW:Kindred Sole aims to put the personal touch back into online shopping and we believe Kindred Sole is our customer’s company. That’s why we offer a free phone contact telephone number and offer Free UK Next Day delivery on all items in addition to offering International shipping. All shoes are gift wrapped as standard so whether you are treating a friend to a new pair of heels or just having a self indulgent treat you will get the experience of beautifully wrapped shoes delivered straight to your door! Kindred Sole is also present on both Facebook and Twitter and actively encourage our customers to get in contact with us through these mediums also. We are also launching an exciting Guest Blog Feature where we will be giving customers and footwear fanatics the opportunity to write a guest feature on our blog ‘Fashion Fades – Style’s Eternal’ this will give customers the opportunity to get further involved.

FU: How did you select you debut collection ‘Polite Eccentrics’?
BW: Our debut collection ‘Polite Eccentrics’ promises to showcase both sides of the female psyche – the more conservative and reserved classical style in contrast to the more outlandish, daring fashion innovator – providing shoe haven for a wide audience of shoe lovers! When we are choosing items for our collection we produce a mood/theme board that details what has inspired us, future trends and quirky keep sakes that we pick up on our travels. This provides the backbone for the collection and allows our creative ideas to flow freely. Polite Eccentric consists of up and coming designers such as Laura J London as well as established brands like United Nude – this contrast of relatively unknown talent against well known quirky brands provides a brilliant contrast and allows our customers purchase the best of both worlds!

FU: What can customers expect from Kindred Sole?
BW:For the near future Kindred Sole has just launched our debut Spring Summer collection entitled ‘SailorShore The Riviera’ which showcases some new exciting brands such as J Shoes and fabulous Australian brand Diavolina designed by prestigious designer Robert Robert. SailorShore The Riviera is a quirky contrast of traditional British SeaSide memorabilia such as ‘Kiss Me Quick’ that sits adjacent to Riviera and its super yachts. It showcases streamline, sophisticated sleek designs against quirky unique styles.

Prices range from £55 for staple basics to £140 for designer must haves.

Image: Kind Red Sole
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