By Dana Asady
Just like most of us, I tend to spend a pretty decent time on Instagram art, celebrity and fashion pages. I like some, comment on some, save and mostly scroll through the rest. Scrolling through until I came across Rihanna and Rosie Huntington’s feed, as striking and iconic as they look at all times, their shoes nevertheless caught my eyes as well as so many other people. Cinderella looking slippers in their full glory, clear and sparkly!
Amina Muaddi’s Begum glass slippers became and still the most sought-after shoes on the market, The Paris-based brand is known for its colourful, shimmery, and sequined footwear selection with a very famous cult following.
The Jordanian/Romanian designer’s success is not an accident, she comes with hefty credentials to support her success story, she learned her craft very well and strike while it’s hot.
Amina attended Milan’s European Institute of Design, she worked very hard as a stylist working at GQ Magazine and L’Uomo Vogue. Then, she went on to co-found another footwear label, Oscar Tiye, in addition to helping Alexandre Vauthier launch footwear. Amina knew the secret to develop a sought-after product. Her approach was to create a unique product that can solve a problem!
Regardless of the fact whether we know how to walk in high heels or not, we still sort of love them, they make us taller, leaner,skinner.. Etc. However, we all share the same pain points, squishy toes, skinny heels with little to no support, not to mention the never-ending back pains later in life.
Amina Muaddi developed a shoe that solved a problem while fulfilling a fantasy, her signature flared base heel gives the foot more support while the PVC material is more forgiving than leather, therefore women toes are not riding each other at the end of the night. Most importantly, she fulfilled every girl’s fantasy by owning Cinderella’s slipper.
Amina’s approach to production is very smart, she created scarcity with limited production vs. flooding the market with her Footwear. Muaddi’s shoes retail approximately between $500-$1300 with a resale value of closer to two thousand dollars, the line is sold out on most luxury department stores and e-tailors including Neiman Marcus, Saks Fifth Avenue, and MyTheresa. Happy shopping.