MY LIGHT BULB MOMENT
Shoe designer Janan Leo
Janan Leo, 39, founded Cocorose London, the foldable flat shoe range worn by Pippa Middleton and Helen Mirren, in 2007. Today, it is sold worldwide. She lives in London with her husband, Gareth, and daughter, elin, 16 months.
WHEN I worked as a product development manager for Virgin Trains, I had to dress smartly. One day, I was running downhill to catch a bus and was frustrated by how restricting and painful high-heeled shoes are. I thought, wouldn’t it be great to have compact, foldable shoes that women could pop into their bags and put on when their heels were causing them agony?
I decided to be my own guinea pig and create a prototype bendy shoe. I stitched a pair of footsie socks to some flexible rubber from the cover of a notebook and it became a discussion model.
Lots of factories said: ‘You can’t make a shoe like that.’ But I knew I could. I was careful to get one factory to make the shoe, and another to make the travel bag in case someone stole my idea.
I was used to developing products from concept to launch, but also did a course at the London College of
Fashion to learn more about design and buying and merchandising.
My first shoe was a foldable ballet pump inside a little purse. A black satin shoulder bag to carry the discarded heels also tucked into the purse. Women instantly got it.
I sold the shoes at a market on Brick Lane, in East London, at the weekends. It was a great way to find out the needs of my customers.
At first I ran the company from my home in North London; it was funded by my £3,000 savings. After three years, I gave up working for Virgin and built the website.
In 2010, our shoes were chosen to go inside the Bafta goody bag. Then I was invited to design the Bafta goody bag itself. We’ve been doing it for nine years now.
Our brand DNA is comfort and style. Today, we have loafers, espadrilles and ballerina pumps, all of which fold, but are also worn as normal shoes by most people, who enjoy the cushioned heels and breathable leather insoles.
Most recently, I moved into leather trainers. When I was pregnant, it became ever more evident that I needed comfortable shoes to walk in. And when Elin arrived, I pushed the buggy for miles in them.
I’ve always been my first customer. I’m proud we invented a non-conformist shoe to liberate women.
cocoroselondon.com