Footwear veteran Claire Burrows is launching a premium brand “made beautiful for busy feet” to enter stores for autumn 14.
Burrows, who has worked in the industry for nearly 20 years and was most recently UK managing director of Aldo, will debut Air & Grace at trade shows in January.
Initially the brand will be made up of a range of four ballet pump styles with 30 options, including metallic, leather, suede, animal print, classic nudes and encrusted diamante.
Burrows worked with technicians she met during her time as head of product development at footwear brand FitFlop to create a cushioned shoe with “wiggle room” at the toe and “a bit of lift” at the heel. She shied away from describing the range as comfort, saying the shoes are for stylish working women, and positioned the brand in the same league as Whistles and Matches.
Wholesale prices for Air & Grace range from £44.50 for the basic line to £59.25 for a shoe with a brooch attached.