Find out more about this stylish yet practical foldable range of shoes from the UK
By Rina Ahmad | February 16, 2017
British footwear brand Cocorose London has been wowing fans since 2007. Founded by Janan Leo, who was 26 at the time, saw a gap in the market for busy women who didn’t want to compromise on style. Says Janan, “As a woman I was well aware of how taxing commuting in heels can be and I obstinately sought a solution. I couldn’t find one and so I set out to create shoes that were comfortable, stylish and easy to fold away when I would need to wear heels.”
All of their designs, from ballerinas to trainers to boots are foldable and easily fit into most handbags!
Here Janan shares an insight into the brand with The Weekly.
How did you make the courageous jump to being an entrepreneur and starting your own business?
I’ve always had an entrepreneurial spirit so starting my own business was a natural step for me. I was working full time in a pretty senior role when I recognised that the women of today, like myself, need beautiful, comfortable and functional shoes that would help to make our busy lifestyles easier. To help me get Cocorose London off the ground and to support myself and the business, I continued to work my normal job for the next three years whilst building Cocorose in the evenings and on the weekends.
What style of shoes do you like?
I’ve always been a heels kind of girl, but living in an urban, fast paced city such as London requires you to be nimble and quick, let alone on your feet for 18 hours a day. Hence my quest for creating Cocorose London 10 years ago and enabling women the flexibility and freedom of choice to wear her flats, heels or both. I’m a total convert to my Cocorose flats now and absolutely live in them, particularly styles such as the Shoreditch, Clapham and Bloomsbury.
What has been your career highlight?
I’ve had lots of ups and downs throughout the last 10 years of my journey with Cocorose. However, the highlights are incredibly rewarding and include being invited as one of four entrepreneurs to join former British Prime Minister, David Cameron on a special trip to the Milan Expo to help champion British businesses and collaborating with The Royal Ballet and seeing the dancers model and wear our shoes.
Is social media important to your brand?
Of course. In my mind, I see social media as the modern world’s theatre, where brands and individuals can tell their stories from their own stage to a global audience. The great thing about social media is that it provides the opportunity whereby you can interact with your audience and create a conversation.
Since starting your brand, what have you learned about your customers?
Our Cocorosers are busy women and they greatly value their time, so they appreciate smart brands and products that help make their lives easier and more convenient whilst still giving them the luxury they desire for their every day. At Cocorose, we appreciate the intrinsic values of beautiful design, incredible comfort and practical functionality and we ensure we take a holistic approach to blending all these entities when creating our shoes. As such, our customers are very loyal because we resonate with their lifestyles and offer the qualities that they seek.
Who would you like to wear your shoes?
We’re incredibly humbled that women who are constantly in the spotlight and media love and wear their Cocorose shoes. For us, it’s about seeing our shoes grace the feet of all modern women today and hearing from them about how they love the brand and find that our shoes work seamlessly with their everyday lifestyles.
Any tips for aspiring shoe designers?
Passion and a real point of difference for what you’re creating, a good commercial head and a very thick skin!
Cocorose London is available online at www.cocoroselondon.com and they do deliver to Malaysia.
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