Lady LUX

Nicole Tongson knew that people had been tailoring their own clothes for years. Some even head off to Milan for a custom Italian leather handbag. However, when it came to shoes, she felt that a women’s right to choose was totally compromised. “The one area of fashion where I always seemed to lack creative freedom was shoes,” Nicole says. As CEO and founder of Eidia Lush, Nicole’s web site allows shoppers to custom design their own heels—from the style to the exact fabric. Her basic collection features a 3 inch pointed heel, a 3 inch rounded heel and a cute kitten. However, just launched last week, Eidia Lush now has a new lux collection appropriately named E.L. Couture, which switches styles up a bit with fun wooden wedges and dainty ballet flats.

With all her retail online, how does Nicole get the word out about Eidia Lush? “We get SO much attention just by wearing the shoes that it has actually become our best way to market the designs,” Nicole tells LadyLux. The styles, all in eye-catching prints, practically market themselves. She goes on to say, “Every time one of the girls or myself wear them to an event or just around the city, we get stopped…and when people find out that they can actually custom design their own pair, they are fanning their friends over, asking for business cards, and just gushing with excitement.”

Their new highend line is a little different than their main collection and offers two fun themes along with their patterns and styles. “The theme for the 2010 E.L. Couture Collection is called Sugar & Spice. You choose your basic style and then customize it by choosing a ‘sugar’ pattern (sweet and feminine) or ‘spice’ pattern (sultry and dramatic),” Nicole says. The company is known for their funky hand-picked fabrics and they pushed the bar even higher with E.L. Couture by including some sexier styles. Nicole says, “We use lots of brocades, dupionis, satins, as well as textured cottons and embroidered silks in the line.”

Her background in web design and love for fashion combined to create this great new company that revolutionizes the way we shop for shoes. Now when people stop you in your tracks, you won’t utter Louis or Louboutin but instead, “These? I designed them myself… with the help of my friend, Eidia Lush.”

To start styling your shoes from heel to toe, go to EidiaLush.com and don’t forget to follow them on twitter @eidialush.

Tagged in: nicole tongson, eidia lush, custom shoes,

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