with over 15 years in footwear design, paula leads every project with a focus on quality-creation and 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 learn, 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. researching where the product sits in the market. who are it’s competitors? researching the customer - who is she, where has she been, where she is going and what is she inspired by?

STRATEGIZE

design strategy & line building

assortment analysis. 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.