How We Started​



Every girl has a dream, who has not?

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​In her younger years, the owner dreamt of having her own shoe line. She drew sketches of shoes—flats, mules, heels and the like, even if her drawings were very poor and amateurish compared to those high-end sketches by designers. Hers was bad, like that of a kid. Yet, her lack of ability in designing did not hinder her from dreaming. Still, she wanted to see that label sewn or however on that shoe, knowing it is indeed hers.



Whenever, she goes to a shoe store, of all the plethora out there, she sometimes will still drop the pair because the shoes are either too expensive and are not worth every penny or they are simply not her taste. And she is sure she is not the only one who feels this way. It was felt that there is much need for pretty shoes, ballerina flats in particular, which have to be affordable without in any way, compromising comfort and quality.

As if she had an epiphany, she had this urge to finally give in to her dreams. 

In September 2011, Shoelala! Manila was born, not only for love of shoes but out of passion for a mission.

The Brand



Like any other brands out there, the brand has to be directly related to the products—shoes.

“Shoelala!” is a play of words, tweaked and derived from “oh la la” which is said “when something or someone is surprising, unusual or sexually attractive” (http://www.ldoceonline.com/dictionary/ooh-la-la).​



In this case,  “oh la la” was taken as a form of approval whenever something is surprising or physically appealing, especially in dresses and shoes, as if saying, "Oh la la! You look terrific!"

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Hence, Shoelala! Simply put, shoes that are surprising, appealing, attractive, and fashionable. Helping women feel the approval, whether heard or not, whether they need or not, that they look fine and stunning whatever they do.

Then, the name MANILA. This is included in our “mother name” to define the brand that indeed it is from Manila, from Philippines, produced in the country. These days, not much brands brag that they are made in the Philippines. And among the few, Shoelala! is on that list. We take pride when we say our shoes are made in the Philippines because we believe in the craftsmanship of the Filipino shoemakers first of all.

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