Entrepreneur moved back into childhood bedroom to set up shoe business
Entrepreneur, 24, moved back into her childhood bedroom to set up a shoe business – and now reality stars are lining up to wear designs from her £350,000 company
- Florence Ledwith, from Essex, created her shoe brand Envy from parents house
- Moved back in with them to save money and launch her business at just 22
- Reality stars such as Olivia Buckland and Lauren Pope love wearing her shoes
An entrepreneur moved back into her childhood bedroom to set up her now flourishing shoe business – with reality stars lining up to wear them.
Florence Ledwith, 24, who now lives in Essex, created her shoe brand Envy, after she moved back in with her parents in Kimbolton, Cambridgeshire.
She moved back in with them, aged 22, to save money – even spending a flat deposit on getting the business off the ground.
Her move was a clever one – as her company is now worth £350,000 – while reality stars such as Olivia Buckland and Lauren Pope love wearing her shoes.
Lauren Pope is a big fan of the entrepreneurs shoes – and is pictured wearing Kiki Croc Boots by the brand
Florence Ledwith (right) with TOWIE star Amber Turner, who now lives in Essex, created her show brand Envy, after she moved back in with her parents in Kimbolton, Cambridgeshire
Like most graduates Florence. who graduated with a degree in Fashion Communications from Northumbria University, got herself a job, doing social media marketing for ICONIC Beauty, while she’d also been saving for a flat in Essex.
However the ambitious entrepreneur always knew that she wanted to start her own business – and in order to save money she moved home.
She told Fabulous online: ‘It felt like a ‘now or never’ moment. I’d always wanted to run my own business and it felt like the right time.’
While working from home wasn’t as glamorous as you’d think and she spent most of her time emailing designers from her bed.
Florence’s company is now worth £350,000 while reality stars such as Olivia Buckland (pictured) and Lauren Pope love wearing her shoes
Envy’s shoes are reasonably priced – averaging at around £30 for a pair of shoes from the site
Amber Turner has created her own range of shoes – including these nude heels with a ‘money moves’ dollar sign as the heel
The ambitious entrepreneur (pictured) always knew that she wanted to start her own business and in order to save money she moved home
Starting the business on her own meant she had to do all the groundwork herself – sourcing designers, suppliers, branding and even starting a website herself. However, she knew that social media would be her most important marketing tool.
She said: ‘I actually set up the social media account before the website to try and build up a following first. Once we had the stock, we were teasing with pictures of the shoes and launched the website.’
Launching the website after social media meant she had a customer base when they launched.
TOWIE star Amber Turner, an ambassador for the brand has also turned their ‘Demi’ heels into a bestsellerC
Stars are lining up to wear her shoes – including Love Island’s Elma Paza (pictured), who is pictured wearing Courtney Heels in Nude by Envy Shoes
She started by taking pictures of the shoes herself and once she had a following she got some influencers on board.
However, it wasn’t until one of a pair of heels literally sold over night that she started to get a mass following.
The Melissa heels, a snakeskin design with diamante high heels, which cost £35, were a winner for the brand.
It wasn’t until one of her pairs of heels literally sold over night that she started to get a mass following
Starting the business on her own meant Florence had to do all the groundwork herself
Florence recalled: ‘The Melissa heel was one where my supplier said ‘don’t do it, we’ve got other better stuff here’ and but I thought they were really cool and that they’d do well.’
The whole stock of 300 sold out and when she told her Instagram followers that they were back in stock they again went wild for them.
She quickly amassed celebrity fans including Lauren Pope, Olivia Atwood, Georgia Steel and Elma Pazar, while she said having TOWIE’s Amber Turner as a ‘no brainer’.
But despite the shoe brands success Florence reveals she hasn’t actually paid herself yet, claiming that all the money which comes in from sales goes back into growing the business.
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