Daniella Shevel
Daniella Shevel is a South African designer based in New York City. She designs luxury shoes, handmade in Brazil and Italy, for women to wear from day to night, season to season. Visit her Bleecker Street boutique in New York City to shop the latest collection.
Where are you from and where do you live now? I am from Johannesburg, South Africa. I moved to San Diego with my family at 17 years old during the middle of highschool. I studied business administration with a minor in theater at the University of Southern California, Los Angeles. I moved to Manhattan shortly after graduating where I still live, and have been here for the past 12 years; however, I visit my family often in San Diego!
Why New York City? Many reasons…number one, I would say, is because it is the U.S. fashion capital, and I wanted to immerse myself in that world to truly learn and experience it. NYC is also a place where I feel most at home as an immigrant where it’s not only a melting pot, but also a place to meet so many different types of people with all types of backgrounds and a love for other cultures. I love the energy of NYC. For me, it’s magnetic, creative, dynamic, honest (sometimes too honest), and it challenges me to never give up. I don’t take for granted that on any given day in NYC, I could meet an artist at the dog park, attend a world-class show on Broadway, and end up next to Rami Malek at my favorite sushi place. NYC also holds a lot of meaning as a ‘personal achievement’ to say proudly that “if I can make it in NY, I can make it anywhere.” I always had to prove that to myself.
Why shoe design? Growing up in South Africa, I didn’t see major fashion brands besides in magazines and on celebrities. Of course, with technology and new media mediums, that is no longer the case, but growing up there was very little exposure. On a family trip to the USA, we were in Las Vegas (like proper tourists) walking around the Venetian Hotel. I stumbled into a Jimmy Choo store and saw a neon orange and black pair of stilettos that Fergie had worn, and I instantly fell in love with the art, architectural nature, and craftsmanship of that shoe. I then bought the book that told the Jimmy Choo brand story and was so inspired by Tamara Mellon as a female founder (I was not exposed to many female power positions when I was a teenager) so I think it also stuck with me, and shoes became synonymous with empowerment, art, and inspiration for me. I put off the dream to start my own shoe brand for a while in order to learn more about the business side of fashion. Eight years later it all clicked. I was feeling unfulfilled, I had a great job, but not a career. I was wearing luxury shoes to my meetings and presentations where I felt that feeling of power, like that first pair of Jimmy Choos brought me, but my feet were sore after two hours. I was getting fed up trying to find an elevated design yet comfortable enough for a working, mobile woman like myself. It was very frustrating. I wanted to wear beautiful, quality designs, but knew my investment would only last a few hours before my feet were aching. The eureka moment came then when I found a gap in the market and took the leap to test that dream.
Tell us about your Bleecker Street Boutique? I have lived in the West Village since I moved to NYC and Bleecker St. was always one of my favorite streets to walk on. I describe it as the ‘insider’ street to discover new and exciting brands that are more unique than your Soho stores, for example, that have hundreds of locations. Towards the end of Covid, there were many leases available and I decided to take a leap of faith and test a store concept. Our neighborhood clients are amazing and the best part has been to see people’s reactions to the shoes, and touch and feel the buttery soft materials and then try them on and test them. They are always shocked by the comfort and flattering design once on the foot. It makes me so warm and happy inside. Those moments help me get through some of the tougher days of running a business. Women just light up in the mirror. It’s hard to describe. It is also a great place for us to get real-time customer feedback for existing styles and ones we are working on. It has really helped us to test and plan styles.
How has dance inspired your shoe designs? I grew up dancing ballet, jazz, tap, and flamenco, and represented the South African National team. You can see details in my shoes that I believe are inspired by the hours spent in my dance shoes, such as our lacing details, softness, shapes tapered to the foot, and of course, you can dance and be comfortable in them. I think my dancing has had the most impact on my designs.
First luxury pair of shoes you bought? I saved up and bought the Fergie neon stilettos. They are still in my closet and will be forever.
Favorite shoe designers? Stuart Weitzman - they are a good functional brand and Jimmy Choo, of course.
What is your daily uniform? Denim, a belt, and a t-shirt. I walk a lot (and I have a 106 lb German Shepherd) to walk so I have to be very nimble running from the store to a meeting or to the dog park. I like my shoes to be the show-stopper for my outfits in general.
What is your favorite shoe in the collection? Tough to pick. The BellaDonna was one of my first designs and its uniqueness and comfort have been carried throughout the entire collection. Its motifs and personality are very important and signature to my brand, and have guided me a lot as I have grown the brand. It feels like the best friend who has been with me from the start.
Who or what inspires you? My mom and dad are very supportive and encouraging with whatever myself or my 3 younger siblings pursue. My mom is an interior designer and my father is an entrepreneur. I like to say I got my mother’s creativity and learned the business side and grit from my dad. Nelson Mandela’s humility and ability to forgive have always been very inspiring to me. It gives me hope and faith that human nature can be powerful in a very positive way. Daily moments of joy inspire me. I like to focus on the thing that really made me laugh or felt good in those ‘everyday moments’ as inspiration. I feel that the big moments are short-lived and enjoying and being inspired by the small moments is more important to me to keep going.
Style and comfort are equally important to you– how do you achieve this? Triple-layer memory foam design. We employ a three-part memory foam construction to add extra cushion without compromising the shoe’s tapered and form-fitting appearance. Our artisans work closely with us to develop custom shoe molds and innovative testing techniques, ensuring that our shoes remain lightweight and compact, while also providing superior padding. Our custom and proprietary shoe molds, called “lasts” are designed to achieve the most gradual pitch, and they hold the foot at the correct touchpoints for the most even weight distribution. Each pair undergoes a three-month wear test for optimal comfort. Our commitment to functionality and foot health is evident in every detail of our footwear. We’ve designed our shoes with stable, thick heels for maximum stability, while the ample toe space promotes natural movement and prevents the uncomfortable rubbing that accelerates the development of bunions and other painful foot conditions over time. We maintain a core collection of styles that are available year-round, complemented by limited releases of new designs every two months. These limited drops allow us to gauge market demand and refine our offerings to ensure the most universally appealing and flattering fit.
Who is your dream client? Beyoncé.
Is sustainability important to you? Yes. I worry very much about the future and our environment. As a fashion brand, we test and put in place many helpful sustainable practices. I believe that long term, as we grow, we will have more leverage and capital to really pursue more development that is sustainable and biodegradable. There are very limited options out there if you want a leather feel that lasts, and is durable enough to be part of the shoe, and doesn’t make your feet sweat. Time and technology I believe will prevail and we are anxious to get there. For now, within our power, we are producing to slow down the fashion cycle for investment pieces and have our own shoe upcycling program. For me, it’s just a start.
Favorite shops/places in NY? Bleecker St. (of course). Dauphinette, Washington Square Dog Park, Nili Lotan, and salsa clubs - I love salsa dancing!
What is your version of success? Gosh, I think it changes as I get older… but for the most part, I’d say… success for me is having a profitable business that supports me, I can wake up every day and do the job I love and choose to do. I can inspire a person to believe in themself by being an example of a tenacious woman on a fulfilling journey, and that will be known for creating unique, luxurious designs without sacrificing comfort.
What is next for you and the brand? More stores in cities where our clients are. More brand-driven events for our clients. More drops and innovative designs through 2023. More comfort, always.