Everything She Wants recently previewed Jellypop's girly Spring 2012 collection during the Fashion Footwear Association of New York (FFANY) showcase. Most shoes in the budget-savvy brand are under $50 and are available at retailers nationwide including Famous Footwear and DSW Shoe Warehouse.
Afterwards, I chatted with Jellypop founder Jennet Chow via email. The 31-year-old is an avid photographer and learned how to sketch and design shoes by watching her father. Here's what Chow had to say about about what inspires her her trendy designs, what's in store for spring, and more.
Jennet Chow: The creative team I work with inspire me. We always wanted to create our own brand one day. I also saw how there was a lack of strong, affordable junior brands in the marketplace. We have a strong history of helping to build strong junior brands for licenses with our product and design.
|Jellypop founder Jennet Chow./Image from Jellypop|
Everything She Wants: What was your inspiration for starting Jellypop (owned by Evolution Design Lab, Inc.)?
|Girlie platform sandals in playful patterns are hot for spring.|
ESW: How would you describe Jellypop's target customer?
JC: [She is] 13+, young, spunky and free-spirited, with a great sense of humor. Girls who love fashion, but don’t want to break the bank.
|An adorable pair of Mary-Janes can be worn year-round.|
|I love these color-blocked, suede pumps with a metallic heel and hint of leopard print.|
|These Southwest-inspired cowboy boots are certainly on trend for fall.|
ESW: What are the brand's hottest trends for spring 2012 and fall 2012?
JC: For Spring 12, [we have] vibrant colors, platforms, 70’s inspired and boho chic [looks], and colors including blues, nudes, yellow, white eyelet and floral prints.
For Fall 12, [we have] plaid, wedges, sweater detailing, engineer boots, grunge, suedes and mirrored metallic [styles]. The colors include tan, taupe, rose gold, distressed brown, cognac, berry and teal, preppy (penny loafers). And for dressy [looks]. we offer more feminine sillouettes.
ESW: Jellypop shoes are very affordable, but what's your biggest fashion splurge?
JC: I do splurge on shoes every once in awhile. I love shoes…for instance a pair of nude patent heels from Prada, classic Chanel flats and a classic blocky vintage heel, and a few pairs of Manolo Blahniks.
JELLYPOP SPRING 2012 LOOK BOOK from Jellypop Shoes on Vimeo.