LONDON — Footwear label Aruna Seth is breaking into London retail with a pop-up shop at Harrods that opened Friday.
Although the brand is based in London, Seth has been focusing on establishing the business in the Middle East, the U.S. and Asia with key stockists including Level Shoe District in Dubai, 51 East in Doha and Neiman Marcus in Dallas.
The brand has paired a hyper-feminine, glamorous aesthetic with an emphasis on craftsmanship, with each piece handcrafted in Italy. Among the key styles are peep-toe pumps with jewel-encrusted high heels and pointed-toe pumps done in bold colors and glitter-finished, cutout panels. The brand’s Farfalla style, which features a bejeweled butterfly embellishment, is the bestseller.
“The Farfalla has incredible demand in the Middle East and has become our signature shoe, which we have created in different materials such as Austrian satins and French Chantilly laces in a wide range of color ways,” said Seth.
Prices range from 395 pounds, or $528, for a pair of flats to 750 pounds, or $1,000, for exotic skin styles.
Seth created limited-edition versions of the Farfalla using Italian lace and Swarovski crystals to mark the launch of the Harrods pop-up.
Marigay McKee, Harrods’ former chief merchant and former chief executive officer of Saks Fifth Avenue, is a consultant and the brand is one of her clients.
“I am immensely proud of the results Aruna Seth has achieved this past year in the evolution of her brand both Stateside and in Asia, with launches in some of the best retailers globally and shop-in-shop concepts — a first for her,” said McKee.
She plans to add categories, including bags, a baby range and luxury sneakers. A stand-alone store in London’s Knightsbridge is set to open before the end of the year.
“This will be a pivotal point for the brand here in the U.K. and also an integral part of our global positioning and growth strategy,” said Seth, referring to the Knightsbridge store.