Shoes For A Shoestring
The Age
Wednesday May 21, 2003
The only bad thing about Charles & Keith is that the swanky appearance of the new Elizabeth Street women's shoe store is scaring away some customers.
From the street, the store's clean, minimalist design and stylish, strappy shoes, give it the impression of being another expensive, inner-city shoe store.
But venture in and take a look at the price tags and you'll be pleasantly surprised.
Charles & Keith is all about getting the look without the high cost, with summer sandles, for example, starting at less than $30.
Established in Singapore in 1996 by brothers Charles and Keith Wong, the company has 25 stores throughout Asia, although the store in Elizabeth Street is the first in any Western country.
The young, modern style of the company is a reflection of the youth of its creators ... Charles is 29 and Keith is 27, while the four shareholders responsible for the Melbourne store are university students in their early 20s.
Joanna Lim, a 22-year-old law student from Monash University and the only female shareholder of the Elizabeth Street store, says Charles & Keith introduces a Singaporean style of shoe store to Melbourne.
"In Asia, shoes are much cheaper than in Australia, but they don't look like cheap shoes. They've value for money," she says.
The detailed, coloured and patterned insoles also reflect the Asian style and mean the shoes are eyecatching even when they're not on your feet.
The Elizabeth Street store, unlike most of its tropical sister stores, features a range of boots priced at $50-$180 and mimicking the styles produced by European designers.
Joanna says the value for money approach allows people to keep up with the latest fashions each season without breaking the bank.
"A lot of the customers who come in have been to Singapore or they come from overseas and they recognise the brand. They'll buy five pairs for the price it would usually cost them for two."
• Charles & Keith is situated at 207 Elizabeth Street, Melbourne. Phone: 9670 0740.
© 2003 The Age