Pas­sion for Eru­dite Craft

Cuero be­gan with the de­sire to give shape to sto­ries- the shape of a pair of be­spoke hand-crafted shoes. Na­man Shah, the founder of the brand, named it Cuero,‘leather’ in Span­ish, be­cause he be­lieves that it cel­e­brates the beauty and dig­nity of leather as

Shoes & Accessories - - Contents -

Every pair of shoes is a story. To put your­self in some­one else’s shoes is to live that per­son’s story, to un­der­stand the ebbs and flows that gov­ern his life, to look at the world from his per­spec­tive. My brand, Cuero, be­gan with my de­sire to give shape to these sto­ries- the shape of a pair of be­spoke hand-crafted shoes.

I named my brand Cuero, mean­ing ‘leather’ in Span­ish, be­cause it cel­e­brates the beauty and dig­nity of leather as the time-hon­ored medium of the an­cient craft of shoe­mak­ing. The el­e­gance and dura­bil­ity of a shoe de­pend to a cru­cial ex­tent on the qual­ity of its leather; Cuero in its very nomen­cla­ture stands for the ab­so­lute care and con­sid­er­a­tion that I wanted to put in the del­i­cate, con­tem­pla­tive process of choos­ing the right kind of leather.

Cuero started out as a fledg­ling idea in my mind- an idea that stemmed from my great pas­sion for shoes and their un­der­stated, eru­dite craft. It was the man­i­fes­ta­tion of my de­sire to change the way In­dian men look at a pair of shoesto trans­form the mind­less, util­i­tar­ian per­spec­tive of men’s footwear in In­dia into a sea­soned un­der­stand­ing of shoes and their aes­thetic sig­nif­i­cance in one’s life. It was also an ex­pres­sion of my be­lief in every per­son’s com­plete and ut­ter in­di­vid­u­al­ity- the one spark of orig­i­nal­ity that can­not be repli­cated. Cuero, there­fore, crafts be­spoke shoes that can­not be repli­cated- shoes which rep­re­sent to the world their wearer’s in­com­pa­ra­ble spark.

The Cuero jour­ney has been a learn­ing ex­pe­ri­ence for me. Be­ing fresh out of col­lege and hav­ing the prospects of a steady job with Google, my de­ci­sion to be an en­tre­pre­neur raised many eye­brows. My de­ci­sion to be a be­spoke shoe de­signer raised even more.

“It isn’t easy to run a startup”, peo­ple warned. “You’ll be start­ing with noth­ing. What if you fail?” “What if I don’t?” I replied. And I didn’t! I took this leap of faith with a firm be­lief that for­tune favours the brave. An­drew Carnegie, one of my big­gest in­spi­ra­tions, tells us to think of our­selves as on the thresh­old of un­par­al­leled suc­cess. He said that power comes from as­sur­ing your­self that you were born to con­trol af­fairs. I took his ad­vice and threw my­self head­long into the world of star­tups. “What do you have to lose?” I asked my­self. I re­al­ized then and there that I wasn’t afraid of fail­ure. De­feat, if any, would only make me a bet­ter per­son. And thus it be­gan. To­day, Cuero is flour­ish­ing. It has cre­ated a niche for it­self as a re­li­able, so­phis­ti­cated and in­tu­itive brand. It has been fea­tured in many lead­ing news­pa­pers, mag­a­zines, we­bzines, and fash­ion blogs. Our client base is spread all over the coun­try and be­yond- we have even shipped to Lon­don, USA and Paris. I am glad and grate­ful every sin­gle day that I gave my­self the op­por­tu­nity to achieve this. There is noth­ing as grat­i­fy­ing as do­ing the work that you love, and I aim to take Cuero to the high­est pin­na­cles in the fash­ion and lifestyle in­dus­try. If there is any place that can be reached by con­stant hard work and cre­ativ­ity, we shall get there!

Mr. Carnegie had some­thing very pro­found to say about hu­mil­ity in busi­ness. He said no per­son will make a great busi­ness who wants to do it all him­self or get all the credit. Cuero’s jour­ney would not have been pos­si­ble with­out its team of amaz­ing crafts­men. Cuero’s crafts­men are third-gen­er­a­tion shoe­mak­ers, in­trin­si­cally gifted men whose skill and dex­ter­ity comes from a long his­tory of ex­per­tise. Every pair of be­spoke Cuero’s un­der­goes a care­ful, lov­ing method of man­u­fac­ture that comes right from the hearts of our crafts­men. It is a true labour of love- love for their revered, long-stand­ing craft. It is this deep-rooted love that makes Cuero cre­ations spe­cial. Every step of Cuero’s process, ev­ery­thing we do, is an ex­pres­sion of our sole ob­jec­tive- to put the world at the wearer’s feet.

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