with over 15 years in footwear design, 20 years in fashion and a lifetime as a creative thinker, Paula leads every project with dedication. she consistently keeps a sharp focus on quality-creation and practices integrity-in-action. this philosophy leads down a path of curiosity, where there is always more to learn about our customers, our creations and the relationships between the two.

below is the approach paula has fine-tuned over her career to study, nurture and then expand every project into full bloom.

- STUDY -

brand study & DNA exploration

every project begins with immersion. the research phase nurtures everything that comes afterwards. this is critical analytic and data collection time. absorbing brand DNA. trend research is always in motion, always happening. what is happening in the designer market? where is the freshness leading the customer? its important to keep up to date and have a pulse on the movement of trends and fashion. this gets infused into the designs to stay relevant. next, comes the customer & DNA study. researching where the product sits in the market. what is the price point? who are it’s competitors? where is the white space? who is the customer? where has she been? where she is going? what is she dreaming about? who is she aspiring to be? what is she inspired by?

- STRATEGIZE -

design strategy & line building

assortment analysis and extensive trend & data research. storytelling & brand cohesion through focused design direction. identifying key opportunities and must have items, colors & materials. aligning the collection to have space for both core necessities (80%) and creative innovative ideas (20%). line building to create a framework for a healthy assortment flow. conceptualizing and sketching into ideas to begin the product creation process. this is where we fire up the creative engine and let it drive.

- TRANSLATE -

bring it to life

through close collaboration with development partners and factories, we move from concept to creation. refining with technical adjustments, prototype corrections and fit enhancement. upon sample arrival, each piece is reviewed, edited and merchandised to tell a cohesive story and present an authentic and powerful curation to buyers.