Footwear's happening pair

When designers Romina Disisto and Anita Ukalovic returned from overseas in 2004, they found a gaping hole in the footwear market. Frantic research and designing followed, and BelleBika footwear was born, writes Belinda Smart.

While most racing season diehards are obsessing about headwear at this time of year, truly cunning vixens will be paying attention to the other extreme of the human form; in other words their feet. In fact those in the know could well have already discovered BelleBika footwear and will be reaping the benefits of the store's VIP racing season specials, in the form of free champagne and discounted product.

Now nestled in Clarendon Street South Melbourne, the boutique has the air of a stayer and it's probably hard for fans of the brand to imagine life without it. Yet, as co-founder Romina Disisto recalls, there was a time before BelleBika. Having basked in the colourful abundance of the European market, she and business partner Ukalovic almost turned on their pretty heels and fled when they returned to Australia to confront a dearth of footwear.

"We were spoilt for colour choice and flamboyancy when it came to shoes in Europe, something that we lacked in our market over here. We found you could either buy great designer shoes but had to pay a fortune, or you had the choice of mass market footwear, which was copied from the high end designers anyway, and lacked quality."

Spurred into action, the duo formulated a plan. "We wanted to inject a touch of Europe into Australia, in terms of style, colour and high quality without the extreme price point." The result, she says, is a footwear range that is idiosyncratic but wearable and stands apart from its competitors, due to a strong focus on design and the eclectic way in which prints and colours are fused. "We are not afraid to take risks. Quality is also paramount, and our products are made only in Australia, something we are very proud of."

Until recently the label was wholesale only, but the BelleBika boutique, which opened in early 2008, has helped deepen consumer experience of the brand. "We are a boutique label, so we decided to position ourselves on a strip as opposed to a shopping centre. It also represents the European style of life; all the great labels are on a strip."

Located in the thick of passing trade, the store attracts shoppers aged "anywhere between 25 to 80-year-olds", lured by an instore experience that treats each pair of shoes like priceless works of art - despite tags averaging $280 to $450.
"The flow of the store is so important," says Disisto, "you need to create a fluid environment. Lighting is also a high priority. You can have a beautiful space with bad lighting that can ruin the entire experience. Colours, textures and the fit out form the next part of the look and feel of a store. You want to make sure it all works back with what your label represents."

Visual merchandising can also strongly influence purchasing behaviour, she says. "We try and change our merchandising around as often as possible, positioning products at different parts of the store and alongside new products, as people do tend to view them differently."

Meanwhile staff undergo training on product knowledge and are expected to be fully conversant with human foibles.
"Customers are different. Some like to talk others like to be left alone. We acknowledge everyone once they enter our store and try and make them feel welcome. We also offer advice on styling and how to wear our products."

Above all, the BelleBika store is designed as an environment in which people are comfortable to browse and enjoy the occasional loyalty enhancing temptation. "For all our customers who purchase we have in store incentives such as a 10 per cent discount for their next purchase. We have also partnered with a beauty salon in our locale which offers a pedicure for themselves and a friend. It's all about the BelleBika experience."

As the shadow of economic downturn continues to loom, Disisto says she and Ukalovic remain confident the brand's unique selling points will stand it in good stead. "You have to stay positive in this sort of climate, as consumers are becoming more conscious of their spending. For us this simply means our products have to be more unique and special." 

If BelleBika's steady evolution is any indication, Disisto and Ukalovic show no signs of being impacted by shaky consumer confidence. This season saw the brand extend its product offering to bags and clutches, while next winter will see the launch of its first ready-to-wear clothing collection, promising an extension of that colourful European vibe to above the ankle and beyond. Before that, says Disisto, the BelleBika boutique is bracing itself for racing season.

"It's going to be choc-a-bloc in here. Bring it on."

By Belinda Smart