business. Her father, Geoff Seth, was the
founder of the Ascot footwear brand and,
as a child Aruna spent much of her time in
his factory, learning the business and even
selling shoes to her school friends.
always wanted
to strike out on
my own and
design the sort
of shoes I knew
women would
love to wear."
seem like the obvious choice for an
aspiring shoe designer but that decision,
along with a stint working in the City for an
investment bank, was all part of Aruna's
long-term plan to launch her own luxury
footwear brand.
an opportunity to learn languages, which is
was important to get some experience of
working in a different industry to give me a
more rounded view of business."
bejewelled designs are inspired by both her
heritage her father is Indian, her mother
Jamaican and her travels across the world
to meet clients and attend fashion shows.
However, some of her original inspiration to
create show-stopping
shoes came from
somewhere much
closer to home.
in Liverpool," she says.
"Liverpool girls have a
unique, confident style all of their own.
They're very fashion conscious. They dress
to be noticed and to stand out from the
crowd. I really admire that and I've tried to
get that wow factor into my designs."
the attention of some of the world's most
was shortlisted for the coveted prize of
being `official shoe supplier' to the Royal
Wedding, but in accordance with royal
protocol, the shortlisted candidates were
not told if their shoes had been selected
until after the event.
coverage with our noses pressed against
the TV screen trying to see if anyone was
Lynn Silver Heels to the evening
reception, it was such a surprise.
She wore them with a stunning
green Temperley dress, which made
a real statement about her
designers.
passionate about. Having someone like
Pippa wear my designs is a real honour."
me a deeper
understanding
of the commercial
world..."
influenced by
my time in
Liverpool"