Slip into chic comfort of art shoes

The Jakarta Post , Jakarta Life style
Kurniawan Hari, The Jakarta Post

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.