Fashion forward – Aruna Seth case study

Aruna Seth
Aruna Seth

How do you create a best-selling global brand with a small team and a tiny marketing budget? SME editor Colette Doyle spoke to go-getting entrepreneur Aruna Seth to find out…

When you have a parent who has made their mark in the business world, your natural instinct is often to follow in their footsteps – quite literally in the case of Aruna Seth, who has emulated her father Geoff’s success in the shoe sector with her own, über-glamorous take on footwear.

“It’s what I’ve always wanted to do since I was young, it was a natural progression because I used to work in my dad’s office, in sales, accounts and even packing – my father thought it was important for me to get all-round experience”.

Despite it being the same product, however, the similarity between the two doesn’t extend much beyond the basics: whereas Geoff made his fortune selling the Ascot brand of trainers during the fitness boom of the 1980s, Aruna’s tastes veer towards exquisitely hand-crafted ladies’ shoes made from high-quality satin and leather, many of them adorned with Swarovski crystals.

Virtually all of the models feature her trademark butterfly design, whether that’s a cut-out on the side of the heels or a crystal butterfly on the bottom of the shoes – “I’ve also loved butterflies, how feminine they look and the way they evolve”.