(Dressed by Jiyeon in the sadly no-longer Kandy Collective petite line - now 75% off)
They say that necessity is the mother of all invention. With size 1.5 feet and an obsession with unattainable heels, the founder of Pretty Small Shoes is a very stylish testament to this fact. Meeting the immaculately turned-out Jiyeon (5'2") at her Golders Green office/warehouse, it's easy to see how she's formed the only company in the UK to stock genuinely trend-led small-size shoes.
A girl after my own heart, Jiyeon founded the company back in 2008 with a small collection of shoes in her own size in case the stock didn't sell. Unfortunately for her shoe-cupboard, but luckily for us, the stock did sell and the rest - as they say - is history. From there she's built up a collection any designer-loving heel-enthusiast would love; modern shoes in simple designs, but with that all-important "different" element which definitely separates this company from the rest.
The petite niche is generally one stuck in the dark-ages - or at least the 80s - so it's really refreshing to see the mould being broken. Like a war waged against the beige-coloured granny-pumps Small Girls have before been lumped with, their office walls are lined with row-upon-row of real-leather beauties in colourful styles and the tiniest of sizes. The radio's on and the office labra-doodle Lulu bounds about - this is definitely a fitting environment for this young, dynamic company.
Jiyeon talks passionately about the business and the different avenues she's exploring; in particular, the lower-priced Kandy Collective range which will make her shoes accessible to a wider market. Still with a luxury feel, these shoes will be factory made in slightly cheaper materials and will be trend-inspired classics much like their Pretty Small Shoes counterparts. I've no doubt this will be a huge success; with the recession doing its thing, the more premium range may be out of budget for many a Small Girl.
For those of you wanting to make the investment in a pair of the most perfectly-fitting shoes you'll ever wear, I've picked out a few of the most designer-inspired styles on site. Click on the image for a link to the page (and some very happy feet!)
GLITTER IN THE DARK HEELS (left)
(Miu Miu glitter sandal - right)
ZOHRA WEDGE TRAINERS (left)
(Isabel Marant wedge trainers - right)
HELLS ANGEL ANKLE BOOTS (left)
(Alexander Mcqueen skull boots - right)
HYPER LEOPARD SUPER HIGH HEEL (left)
(Christian Louboutin Leopard print heel - right)
















