Janan Leo and Cocorose

Apparently the average woman possesses 19 pairs of shoes.

We choose them for various reasons - style, colour or even the latest fashion designs - but out of our vast array of footwear how many are actually comfortable.

Statistics suggest we spend 10 hours a day on our feet. All 66 tiny bones that make them up are responsible for our balance and movement so it is high time we give them the respect they justly deserve.

Businesswoman Janan Leo has come up with an ideal solution in helping ladies look immaculate from head to toe, feel comfortable and ease the relief for their tired, aching soles.

She calls her invention and brand Cocorose London, the compact, foldable ballerina pumps which offer women a taste of modern luxury, coupled with design, quality and functionality.

Having met Janan for a coffee, and a cake, I had the delight of trying a pair of these ingenious shoes myself.

“Our collection of ballerina pumps fold in half so they can be stored in their compact purse, which can then be tucked away in a handbag, baby buggy or hand luggage, explained Janan.

“The convertible purse also stores a black satin shoulder bag, useful for carrying your removed shoes when your feet are having a refreshing rest.”

I was like a child at Christmas there as I opened the purse to take out the footwear. They looked magical and enchanting. Interestingly enough the unique split sole gave them their folding ability and flexibility, which is why they tuck into the pouch so neatly. The outer sole is durable and thick enough to ensure comfort whilst walking. Because of the delicate, feminine design you feel that you are walking on air and have a certain spring in your step.

Cocorose London officially launched in May 2008. At the time Janan was working full time as a new product development manager at Virgin Trains, and focusing on her new company in the evening and weekends.

“My background in new product development gave me the opportunity to gain experience in developing products from concept to launch and I equipped myself with additional skills, studying at the London College of Fashion to learn more about buying and merchandising and shoe design.

"I run the company from the spare room in my home in North London; it was funded with 3,000 savings. The main advantage of starting my business this way was to minimize the financial risk. The downside was never having enough time. It was also very hard to switch between the two modes. During the day, my mind was on Virgin Trains and, when home, I would be designing the next collection of shoes.

“I started by selling the shoes at the Backyard Market just off of Brick Lane in East London at the weekends. I can assure you, it was hard work, but a fantastic way to interact with potential customers and find out the real needs of my clients. This led to my first retail outlet – The Laden Showroom – which then led on to trade shows where we created a huge interest and brand awareness.

“Growing up, I was very sport orientated, I would be outside most of the time in trainers or flip-flops and it wasn’t until I graduated that I became interested in wearing high heels.

“However, as much as I loved wearing high heels, I just couldn’t adjust and I used to lug around a pair of comfortable, bulky shoes as a back up solution to my heels.”

This problem remained with Janan for the next six years until one day in early 2007 she experienced her “light bulb” moment and created her range of elegant but practical, foldable ballerina pumps. Cocorose London now retail nationally in the UK in leading boutiques and department stores and also internationally in Europe, the Middle East, Australia and the Far East.

“I am amazed at how far we’ve come and there are so many proud memories and achievements. I will never forget the very first web order we had and I still get a buzz from every order that comes in. This goes hand in hand with the very first customer I saw walking across Euston Station in London wearing Cocorose’s shoes.

"We were delighted to have been selected this year by BAFTA, to be included in the exclusive Gift Bag given to all Nominees and Presenters at this year's Orange British Academy Film Awards on 21st February 2010. This was an incredible opportunity for brand development. BAFTA were so charmed by the concept and product that they have invited us to design an exclusive shoe for next year’s event, BAFTA 2011."

Cocorose London endeavor to keep their ranges fresh and interesting and launch up to four collections per year. For more information on the company and Janan Leo visit www.cocoroselondon.com.

Poppy Watt

Posted Wed, 08/04/2010 - 09:38 by jananl