Stepping high

The 42-year-old entrepreneur,in fact,can’t quite comprehend the demonisation of high heels. “We sometimes underestimate the power of a pair of ‘fabulous heels’; it is not just the physical transformation they give you; they make you taller,elongate your legs and improve your posture but they can also be really empowering for a woman,they can give a boost of confidence which shows in the way she walks and holds herself,” she says. But Mellon is a savvy businesswoman—which is why the brand,well-known for its stilletos,has just launched its line of trainers in the country. With their shimmer and the iconic Choo star embellishment,the shoes are bound to find favour on those days when you want to step out in style,but without compromising on comfort. Besides,Mellon explains,“We strive to offer shoes for all aspects of a woman’s lifestyle so trainers were a natural step for us. They are a true complement to the lifestyle mix inherent to us.”

In the days when the focus of fashion was on clothes and jewellery,Mellon saw a gap in the market for beautifully designed,luxury shoes. Partnering with a London couture shoemaker,Jimmy Choo,the former British Vogue accessories editor launched a veritable revolution where high heels,in all sorts of fabulous and outrageous designs and colours,went from being every woman’s fantasy to reality. The mother-of-one herself is the perfect advertisement for the company,with her glamorous image,combined with a sharp entrepreneurial instinct. Mellon’s feet are always shod in the most updated Choo fashions,while pictures of her meticulously curated collection are regularly splashed in fashion glossies.

The British fashion brand has its share of Indian devotees—Preity Zinta has time and again declared her love for the label’s creations,while other celebrities like Sushmita Sen,Twinkle Khanna and Lara Dutta,too have frequently been spotted in Jimmy Choo designs. However,for the average Indian woman,it seems like comfortable flip-flops and flats hold more attraction than high heels. Does the company have a specific strategy when marketing its wares in India? “Our stores in India (in Delhi and Mumbai) offer the same collection as in our other stores worldwide. But of course,local requirements and conditions like climate are always kept in mind when buyers stock the collections. However,Indian women are an increasingly sophisticated client of ours who are demanding the same from us as clients from London,Paris or Tokyo.”