Slip into chic comfort of art shoes

Slip into chic comfort of art shoes

Kurniawan Hari, The Jakarta Post/Jakarta

Clad in a mini skirt and blouse, five models walk onto the
stage one after the other -- barefooted. They take pairs of shoes
put on a makeshift stage and wear them.

The colorful leather shoes bear various ornaments -- red
roses, green leaves, golden flowers and white fur. Wearing these
lovely shoes, the models parade at the Boulevard Lounge of the
Nikko Hotel here.

This is an "art shoes" show, and the venue is packed --
journalists, visitors and customers.

The 35 pairs of art shoes on show that afternoon did not bear
foreign designer brands, such as Etienne Aigner, DKNY, Calvin
Klein or Tommy Girl.

The shoes are a collection from local designer Linda Chandra.

Although Linda has been in this business for 14 years, her
name is still relatively unknown among the general public.

Only few people wear her products. Not only because of their
high price compared to other local-made shoes, but also the lack
of public promotion.

"My customers often know the products from their colleagues.
After wearing my designs, they often tell their friends or family
members," Linda said.

During the show titled Intimate, Romantic, Tender and Beauty,
Linda said that most of the raw materials for her designs are
imported and that is why the prices of her shoes are high.

"My creations are made of high quality materials, be it the
glue, the nails, the steel or the leather. High quality materials
are needed for shoes because they support the body weight," she
said.

Linda added that she also gave a lifetime guarantee and helped
with the maintenance of the shoes.

With high quality materials and a guarantee, Linda sells her
designs at variable prices, ranging between Rp 600,000 (US$60)
and Rp 10 million ($1,000).

Linda says the high prices do not deter customers from
visiting her boutique in Bandung, West Java. Indeed, even more
customers have come and this has drawn her to open another
boutique at the upscale Dharmawangsa Square shopping center in
South Jakarta.

From the two boutiques, Linda sells 50 pairs of shoes every
month.

"We also make shoes to order from customers," she said.

Linda's choice was not only driven by business orientation but
also driven by her willingness to build the image of Indonesian
shoe designers.

She said that for most customers in Indonesia, brand was still
very important.

According to Linda, the situation occurs because locally made
shoes were not designed and manufactured optimally.

"Some shoes have nice design, but they do not last long.
Others are strong, but their designs are not good," she added.

This condition has driven Linda to create shoes that combine
nice design and high quality shoes. Of course, the price is also
higher than other locally made shoes.

"In fashion terminology, I work on couture shoes," she added.

To her surprise, the response from the public has been good.
This is possibly because Linda gives her customers the chance to
take part in the design and to choose the leather.

"Our products provide comfort, strength and exclusivity to
customers. That is important," she added.

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Venna likes feminine shoes

The Jakarta Post/Jakarta

Two soap opera stars Venna Melinda and Cornelia Agatha were
among the guests attending the Linda Chandra shoe show at Hotel
Nikko Jakarta that afternoon.

Venna, the Miss Jakarta 2002, said that she was a loyal
customers of Linda Chandra.

"I have a fairly big shoe collection. But, I am not Imelda
Marcos," she said, referring to the former Philippines first lady
who is known to have thousands of pairs of shoes.

Venna, who practices gymnastics and enjoys Salsa, wore shoes
that feature red flower ornaments.

"I like feminine shoes," she said.

Wearing a long-sleeve shirt and hot pants -- that expose her
thighs -- Venna said she wore the casual clothes to make the
shoes the focus of attention.

Meanwhile, clad in a blue jeans jacket and pants, Cornelia
said that she preferred to wear boots.

At the end of the shoe show, a pair of boots were presented to
Cornelia, who often performs theater.

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