In 2011, Chondamma Cariappa founded the popular blog The Sole Sisters, where women (and men) who love their shoes, and have a penchant for picking up the quirkiest of footwear, could share images of their prized possessions. Today, Chondamma has quit her job at an advertising agency to design her own line of shoes with her venture The Sole Sisters. A year since its launch, she has also won an award at Grazia Young Fashion Awards this year.
A travel buff, Chondamma’s experiences were incomplete without her posting pictures of shoes she recently acquired or stumbled upon from various parts of the world on Facebook. Her album soon got her friends’ attention where they got into lengthy details about her collection. What she didn’t anticipate was the interest from women all over the world. She says, “Since I saw genuine interest among women, who share the same interest as me about shoes, I started this venture.
Soon the world spread, and I started receiving emails from women to feature their shoes.” Today, her blog boasts of more than 400 contributors from across the globe with more than 70 percent of the contribution from India. The blog features women shoes ranging from pump, wedges, high heels and knitted ballerinas.
The entrepreneur tells us that the decision to start her eponymous shoe company last year was a clear step ahead. “I was exploring avenues about how to make this blog bigger but I never thought I’d end up becoming a shoe designer. I realised that women were looking up for unconventional, interesting shoes.”
Chondamma doesn’t have a formal education in designing, but she tells us her experience the advertising industry came in handy. “Advertising helped me develop an eye for detailing. The promotion and marketing strategies I learnt during my advertising years now help me with my brand,” she states. Chondamma reveals that Indian women often choose style over comfort and this is where she wants to bridge the gap. “You can’t blame them. If you see a pretty pair of shoes, you do want to buy them even if it means staying uncomfortable for a few hours. This is where I am trying to strike a balance with my venture,” she adds.
With The Sole Sisters, meeting with clients are now replaced by meeting with fabric-sellers, suppliers and karigars. She admits that there are roadblocks, but it is nothing that has overwhelmed her as yet. She says, “The shoemaking business is an unorganised market. There are times when the end-result is not what you expected; but I make sure it doesn’t affect me for long. I start working on the next samples.”
Her self-taught approach has actually helped her look at design in a new light: She mixes fabrics like ikat, khadi and chikkankari with leather. She says, “I don’t try restricting myself to a colour palette. As a creative person, I like more options. I let inspiration come to me when I get down to working.” Today, she delivers her shoes to America and Europe. In fact, her latest khadi collection is currently being retailed in Europe and will make an entry in India only in the next one or two months.
Chondamma quit her job as a creative director this year to focus on her venture. Currently, she has been doing everything from accounts to couriering to marketing and promoting. As an entrepreneur, she realises that she has taken up a huge responsibility. She says, “Since I do not have any training in business or this industry, I feel the need to learn everything by myself. I want to get a hands-on approach in this business and learn as much as I can. I have loved the process so far.” And how is she enjoying her stint as the boss? “It’s just been six months and I have realised it is so important to remain self-motivated. Being an employee means a scheduled, monthly salary; but being an entrepreneur is an entirely different ball game. You can’t afford to slack off. But I am not complaining; so far, so good.”
