Nadine Mustafa There is indeed more to the shoe design game than just Adidas and Nike. If you look beyond the typical international sneaker scene, you will find a world of individual footwear labels that effortlessly call out a respectful competition and even take on the sportswear mainstream dominants in terms of quality and originality alike. Amongst this list is Calzola, an independent shoe line brand that managed to establish its success in the ranks of today’s market. We sat down with the mompreneur and founder of Calzola, Menna Shaalan, to talk more about her journey of becoming a footwear couturier.
Can you tell us more about your background?
To put it simply, I am a so-called dreamer and now the founder of Calzola shoes. Since studying applied arts & sciences in Cairo University and graduating with a Bachelor’s degree in industrial design, I felt unsatisfied to a certain extent; you can say, it was because of some expectations versus realities. You see, my training was in interior designing, while my dream has always been to work in fashion and create a wardrobe vision of mine. Some time passed and Calzola was born. I can’t exactly say that I’ve fully trusted that Calzola will be a triumph in such a competitive industry. However, I was able to witness a worthy process from the first drawing to seeing my footwear on the feet of happy clients.
When did you become interested in footwear design?
Fast forward to 2014, the relentless urge to follow my vision eventually led me to change my path and what I did for a living to explore where my interest and true capabilities were. I hold great respect and value towards any learning process, therefore, I enrolled in a fashion design course, where I learned the importance of having my ideas tangible and put on paper. Not only that, but how to bring my ideas to fruition. I have learned how to sketch, paint and construct, to generate actual, premium products.
How did Calzola come about?
It was anything but easy at the beginning. I chose to take that leap and omit any sounds of inner doubts but reality doesn’t always unfold like we would like it to. As soon as I had just established my initial ready-to-wear footwear brand, my husband and I had to abandon all of that and leave the country. Given the obstacles, I welcomed a new philosophy of finding creativity in each bend – in the form of shoes. Only then, Calzola started taking form, offering true product consistency without sacrificing elegance. Bringing my product to the customers in Egypt was a wish that my consumers are currently enjoying.
What was the inspiration behind the name as well as the brand?
Since a name says a lot about a brand, we had been thinking long and hard about ours. We wanted to come up with something new, fresh and exciting, and at the very same time, reflect the community and the nature of our goods. Calzola was derived from the Italian term ‘calzolaio’ meaning shoemaker. What can be better than paying tribute to the professionals who make our exquisite footwear products and naming the brand after their talented craftsmanship?
What was the first step you took towards becoming a shoe designer?
Sketching was my starting point. I applied for two fashion courses so I can do my work properly. Shortly, I was selected among the top 8 finalists to come through the final round of La Mode A Beyrouth. I drew two full designs with their footwear, as well, and once I began sketching, I was inspired to bring more into the footwear field.
It appears that you like to integrate different prints and fabrics in your designs. Do you improvise with each design or follow a certain pattern in each line?
Surely, I fancy the art of mix-and-match with different fabrics to produce a unique style. I like merging more than one material and color in a single pair. It is definitely a challenge, but if executed well, it makes all the difference. Neutral colors and monochromatic styles are also significant in fashion trends and a rather personal preference of mine for any elegant minimalistic look. I like to think of it as the perfect juxtaposition for a designer; you can love both concepts and apply them in various designs as you can see in my line.
Your brand identity speaks volumes. What aspects do you want your designs to represent?
The main feature would most definitely be using all-genuine leather of the best quality and exquisite shoelaces that complement the quality of the shoe. Not to mention, we make our shoes with XL extra light soles; they are more convenient, lightweight, thicker and more effective than other materials. Measuring three times less than most fabrics, the softer padding is a thin, durable and sustainable stabilizer, built for a stress-free walk and arch support. Basically, I aim for individuality and uniqueness, while keeping all the products in line with all the features of high-end international brands.
Many designers have passion-driven projects but some tend to lose steam after a certain point. What has been encouraging you most to keep going with this venture?
To have your products meet the vision of the brand is one thing, but to build a clientele base of loyal customers who spread words of recognition to many is something else. We keep our standards and try to constantly meet our customer’s expectations and exceed them when we get any feedback. It all shoes in the progression of Calzola; we started with the sneakers, which was a very risky step to get people to trust our brand amongst labels like Nike and Adidas. However, our line is now well-established and we’re also manufacturing loafers and small casual wear. Following these, we produced sandals and chunky slippers, and lastly, boots with various shapes and styles. If I have to point out one thing that truly keeps me going, it would be the faith that our customers have in us and the reputation they helped us build over time.
At the beginning of this journey, what did you find most challenging about entrepreneurship?
I would say time management as a working mom. I find it a bit challenging to maintain my responsibilities towards my family and kids and then working to fulfill the standards of my brand. I am slowly growing in that; I’m always looking for a healthy balance. Another challenge is the marketing strategies. I try to diversify from any trending strategies, and instead, depend on the organic reaches and real customer reviews to meet their needs.
What projects are you working now on?
We are done with the winter collection, and now, we are designing the basic, comfortable styles that speak timelessness and durability. Hopefully, I can extend my brand further to include accessories and maybe more product variety. All I am sure of is that they will stand out.
