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Marilla Elliott-Morris is a retailer based in Crouch End. Every month she gives her perspective on a brand she sees as a hot seller
Finding Wolky is a revelation for most women. At 30 women search for their confidence, by 40 they have found it. They want to look sexy and fun. Try keeping a smile on your face when your feet are killing you.
The brand was born in the early 80's by the owner of Diks shoes store in Holland, Kees Diks. Kees designed the first range himself in his quest to introduce a little style into the 'comfort' market. Footwear designer Charles Bergman soon joined Kees to develop Wolky into what it is today, an eclectic range for men and women.
Comfort is the key, the insoles consist of cork and memory foam which are removable and can be replaced. The shoes have well shaped toe boxes that allow room for the toes to move naturally, a factor so carefully considered when designing children's shoes but frequently overlooked within adult ranges. Wolky is colour; bold and confident, the very thing every 'desperate housewife' is aspiring to be.
Who is the Wolky customer?… it's the woman that's managed to drag herself out of the sloppy Joe T shirt and trainers, after two pregnancies her feet have grown 1/2 a size, not that she's prepared to admit it. She's only just got her head around the fact that now, M&S is the only place she's a size 12.
Wolky crosses the line between comfort and style, a big market. Does it come in black… yes but there is so much more to offer. Invite your customers to share your knowledge, teach them how to use colour. Black is limiting, brown is safe. Colour has shelf appeal. Lure customers in to Cobalt blue and Golden yellow; let them truly understand what Wolky can do for their feet, their self esteem and their confidence.
Marilla Elliott-Morris
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