Why women’s needs—not trends—are our foundation

For years the main question in fashion seemed to be: How can we make something that stands out on the runway this season? But here’s the thing, our lives don’t run on a fashion calendar. When we sat down and really listened, it became clear that what women asked for wasn’t flashy or temporary. It was shoes designed for women, with actual needs considered, not just guesses about what’s stylish. We grew up in a family where shoes had to hold up through busy city days and late-night dancing. Our founder spent decades watching women’s feet suffer in the name of beauty. Why accept pain as a necessary trade-off?

From anatomy to artistry: how we actually design

Building a shoe from the last up, beginning with a woman’s real foot, not a generic template—takes patience, stubbornness and frankly, a little kitchen-table science. Dr. Joan Oloff’s background as a podiatrist shaped everything we do. Designing for form and movement means understanding all the odd angles and soft curves, the way toes spread when we walk, how the arch asks for help when the day drags on. Working side-by-side with Italian and Brazilian craftsmen, we created shapes and interiors that honor the person wearing them. The aim isn’t to chase whatever’s in style this week, but to make a shoe you reach for on the morning of a big meeting, a wedding, or just an ordinary Wednesday that turns out special anyway.

Reimagining comfort—no apologies, no caveats

Comfort in fashion is a word that gets tossed around so much it almost loses its meaning. For us, it became a kind of stubborn promise. Redistributing pressure from the ball of the foot, shaping insoles that remember your stride, not just dropping in a gel pad and calling it good enough. We noticed a certain heel kept appearing on nights out and mornings that started too early: our Deborah Navy Nappa. That style sums up what we believe in: clean lines, soft material, the kind of polish that isn’t fussy. Every time we spot someone wearing them in the wild, usually looking like she’s right where she wants to be, we’re reminded this was never about trends. It’s about how you actually feel when you stand and move. Visit the Deborah Navy Nappa page to see this in action.

Let’s end the beauty-or-comfort debate once and for all

Beauty or comfort, who decided those were enemies? We hear all the time that pretty shoes can't possibly feel supportive, and that anything with orthopedic bones has to look bland. Old ideas like that need changing. Our own grandmothers owned dress shoes made to last—but they never felt half as forgiving as what we build today. The technology underneath is quiet. It won't declare itself with extra bulk or odd shapes. But the relief, even after hours on your feet, that’s the part women tell their friends about. If you’re curious, you can browse our other supportive styles right in our collection of flats.

Why we insist on shoes designed for women—no shortcuts, no afterthoughts

It may sound simple, but starting with women changes everything. Every mold, every seam, every prototype gets tested by actual people with jobs, kids, stories of bad shoe days and a surprising number of secrets about subway platforms. The result is footwear that respects your walk, even if you sometimes wish you could run away from your meeting. We don’t claim to have solved every problem, but by beginning and ending with real women, and with their feedback, we haven’t wasted any time trying to keep up with trends that evaporate. Instead, we’ve built a line that asks: how do you want to feel at the end of your day, and can beautiful, healthy, supportive shoes help you get there? That’s why our focus stays firmly on shoes designed for women.

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