Romanian entrepreneur invests EUR 20,000 in online women's shoe shop

Romanian entrepreneur Paula Negrea, former fashion director of local online retailer eMag, has decided to open her own online shop. She invested EUR 20,000 in lumealapicioare.ro (which roughly translates as theworldatyourfeet.ro), an online platform that sells custom-made women's shoes under her own brand, Password | Lumea la Picioare. The models are a mix between trendy/statement and iconic/classic, designed for different profiles of women, from party aficionados and candy girls to 24/7 business ladies and amazing moms. The shoes are handmade in Romania, in the workshops of local artisans. They are made of leather and the prices don’t exceed EUR 100. To have their shoes personalized, women first have to take their measures and save them on the website. Once this step is taken, the user can order any type of shoes, from sandals, to stilettos and boots. There are over 100 colors and textures the user can choose from. The store might also start selling bags soon, according to Paula Negrea. Paula Negrea has been working in the online sector for eight years, gaining experience in ecommerce, business design, performance marketing, social media, and journalism. Before joining eMag’s team, she worked for TinaR and wrote for Tabu and Esquire magazines. Nowadays, she is a consultant and board advisor for local and international fashion stores. Fashion blogger Cristina Feather does product design & styling, local agency PQB did the branding & web design, and Horia Stan is in charge of photography for the project. How many Romanians shop online and what do they buy? Irina Popescu, irina.popescu@romania-insider.com