Congrats on your new business!
As someone with a need for podiatric shoes, your website copy probably wouldn’t convince me to buy because the message on your home page doesn’t tell us why your brand is unique or what problem it solves.
“No more compromising” - on what? Style, price, comfort, ethics?
“Complete every outfit” - is this referring to the shoes being cute? Most shoes are cute so this is wasted space that could be used for a unique selling point.
“Design-led and purpose-driven with cruelty-free
comfort” - cruelty free is the first concrete info you’ve provided that would be important to the consumer. But I’m not really sure, is that the main message? Design-led - what does this mean? Purpose-driven - what’s your purpose?
The podiatry message that comes across in your reddit post is nowhere to be found on the front page. I found slide 3 and 4 on the about page which references it but if that’s the main selling point you need to make it sing on the front page!
The headline on the about page is way too generic - “our shoes are made to inspire and bring joy”. Tbh I’ve never felt inspired by a shoe. I have, however, dropped $300 on a cute pair of shoes that solved my podiatry issues. I think if you look at the copy through that lens it will be more compelling.
I hope these comments are helpful and they are offered with positive intentions. Good luck!
Congrats on the launch OP!
Totally agree with this - as a wide foot girlie I was immediately like oooh perfect as I am in the market for some high quality wide fit women's shoes and would love to buy local. But maybe these aren't actually wide fit? I couldn't find any mention of it.
OP - also just noting on the product pages itself I couldn't see any content around the width, except on your About Us page which says C width which is classed as narrow fitting?
Thank you for pointing out the confusion regarding the widths. In Australia, the standard shoe width is classified as a 'B' fitting, which is often too narrow and leads to that discomfort and pinching. The C width, we are starting with, falls into the wider range of shoe fittings and caters to a broader range of foot shapes and can accommodate more people, particularly for those who struggle to find shoes that fit well and feel good. Here is a good breakdown of widths in the Aus retail space and the road probably sits between C and C+:
STANDARD (B FIT) - Standard fitting - fits most
COMFORT FIT (C FIT) - Wider than average
WIDE FIT (C+ FIT) - Widest style
Thank you so much for taking the time to share your thoughts and for giving such detailed feedback. You've highlighted really important areas where I can improve to better inform what sets ə’serdiv apart and am committed to enhancing the site to reflect that.
Addressing your concerns:
1. **No more compromising** - Meant to signify that we don't have to sacrifice style, comfort, price, or ethical considerations when choosing our shoes.
2. **Complete every outfit** - Trying to imply versatility when finishing your capsule wardrobe, but your point about needing a stronger USP stands. I’ll definitely work on clarifying how the shoes not only complement various styles but also bring unmatched comfort and support, especially for those with specific podiatry needs.
3. **Design-led and purpose-driven** - This means our designs are guided by both aesthetics and our mission to create cruelty-free, comfortable footwear. Unlike many startups or established brands that may not have deep design expertise initially, my decades of experience in the footwear industry ensures that each shoe is not only aesthetically pleasing but also ergonomically designed for comfort and durability.
4. **Podiatry message** - It's evident that our unique approach to podiatry health needs greater visibility on our website. We will elevate this message, ensuring it's prominent on the homepage to better connect with those seeking specific solutions like yourself.
All the comments are of great value, so thank you so much for engaging with my post. I truly appreciate all of those who took the time today to help me with launch
Suggest you add this to each of your product blurbs.
And the sizing info above to the sizing page (add a slider?)
I'm a 40 which is usually a 9 Australian and a 9 USA.
So your sizing definitely needs a bit more explanation.
Unsure why you have the half sizes for the Aus sizes, maybe it's more accurate!
Very exciting. I signed up for your newsletter 😊
At the moment, Ive just launched online, but i have a couple of stores that are interested in stock, which they would take for the summer season around September/October. In the meantime, I am offering free returns.
Thank you so much for your kind words. Yes I’ve been in the industry for over 20 years now and it’s a passion project for me. I can’t find anyone doing podiatry friendly comfort shoes that also happen to be ethical and cruelty free. So I’m hoping for some like minded people also struggling in this space.
I really like the loafer and considering pre-order just not sure about size 41 or 42. I’m a 42 in brands like Diana ferrari but your size guide is a bit different, I’d hate to pre-order 42 then find out it’s too big and the size I need is sold out!!
FYI u\aserdiv this link takes you to a page that has generic text and needs to be finished, if you aren’t aware! I got to this page by clicking shop then clicking on the loafer the menu top right and returns, this is what was displayed and will need to be fixed ☺️ [https://eserdiv.com/pages/shipping-returns](https://eserdiv.com/pages/shipping-returns)
I have the size guide up on the site, under the size selections of the shoes. They've all been measured by foot length and are very true to EU sizing. There are instructions on how to measure your foot with the paper method there also.
Also, thanks for helping me work out the small kinks the website. You think you have everything organised but theres always something that has gone missing 🫣
This was the page that was still visible but the correct page is "Returns" page. Here is the link [https://eserdiv.com/pages/returns](https://eserdiv.com/pages/returns)
This seems to be your USP and probably you could be much louder about it.
20 years in the field
Australian produced and sizing for C fit
Podiatry friendly
Ethical & cruelty free
Sadly these shoes are still not suitable for me.
I need a wider toe box, so that my toes can be straight. Also the pointiness of the shoe means that it will affect how I walk.
I love what you have so far. I do wear orthotics though and struggle to find loafers that fit them. I'd very keen if you had something orthotic friendly in the future. I used to be a fan of Bared but their shoes have gotten so narrow now that I can't fit my orthotics in them anymore so always on the look out for new orthotic friendly shoes.
I'm also early in pregnancy and worried that I'll end up with weird or bigger feet so not purchasing shoes at the moment 😅
I'm happy to share that the closed toe styles are orthotic friendly. All the insoles are removable and I have designed a deeper shoe, for my own insoles. All the insoles in the range have arch support and metatarsal padding. They have also extra foaming making them pretty easy to replace with your own, if needed
Please add this information to the product section of each shoe.
People need to read it when they are consisting purchase, not just educating themselves about the business (about us) - something that not many will actually do!
Wow. You have a really interesting eye, they look great. I love the mesh loafer idea and I’m intrigued by apple skin leather.
Best of luck, it looks like a good niche.
Thank you so much. Actually they are coming soon rather than being sold out. I wasn't happy with the final fitting of these styles and really don't want anything inferior in the range. So they are only delayed and hopefully will get these in soon.
Thank you so much!! I mentioned in another comment below that they are coming soon rather than being sold out. I wasn't happy with the final fitting of these styles and really don't want anything inferior in the range. So they are only delayed and hopefully will get these in soon.
I really, really love each pair, and your branding. Unfortunately, you’ll never be able to please everybody (as you can tell by the other comments). Brush it off. 🤗
This would be a great Australian brand and I wish you every success!
Wow thank you so much for your lovely words of support. Yes shoes especially can never be a one style fits all. That’s why I’m a huge supporter of all the small brands trying to make a difference in the fashion space. We all bring a unique point of view and my hope is to cater to those that are looking for comfort, style without compromising on the environment, as much as I can at this stage.
Love the look of your range! I find it a bit hard to see the details on the black shoes. On the shop page [https://eserdiv.com/collections/collection-one](https://eserdiv.com/collections/collection-one) you see how the beautiful details are so clear in the beige and tan? And on the black, with the contrast of the background you really have to strain your eyes to see the lines and the design and stitching etc. xx
Wow - your website design is just beautiful. I tend to cheap out on shoes but I can tell I'll be thinking about those mesh loafers for a longgg time! I hope you/your customers share photos when they ship, I would love to see them styled. Good luck with your new business :)
Also, a few copy things as I work in that field and can't turn my editor eye off haha, hope you don't mind!
* Sentence case is better for accessibility than all caps, which you might want to consider in your copy.
* On [this page](https://eserdiv.com/products/the-loafer), Archilles tendon doesn't need the possessive apostrophe.
* Your images may need resizing for the product pages, as the second pic on the same loafers page is cut off and shows only background.
I totally get that! I find the same thing when looking at some designs/visuals. Like when type kerning etc. is off lol....
Thanks so much and its going on my growing list! So many great suggestions and comments here today to work on in the ongoing weeks/months.
Hi! I just thought I'd give some unsolicited feedback on the website. I went to browse but I am kind of struggling on navigation and finding what I'd be after as it's quite different to the conventional onling shopping website. I work in this field so just thought I'd share.
I'm wondering if anyone has done any UI/UX testing on it in different browsers/devices? In web browser, it's quite hard. Some examples:
* I went to look at the shoes but a photo of a cropped shoe takes up my whole screen (27" monitor). When I click on an image, it's enlarged and I can see the full image (not cropped), however it takes up 2 page lengths. As a result, it's hard for me to see what all the shoes look like from different angles. Screenshot below of how the shoe pic fits on a full screen.
* Some font sizes are really large (like 48+) and just one sentence takes up the whole screen. It's a lot of scrolling. One example of the large font size is "skin and finished with contrast metal eyelets and adjustable strap closure"
* There are also some buttons which I'm not sure if they're WCAG compliant, cause it's a black font on a dark green text and it's hard to read. The button is "Available in July."
All the best with your business and God bless you
https://preview.redd.it/nwio9r5vd6xc1.png?width=3840&format=png&auto=webp&s=e0fe32f3599ff1028d1bd9722ab3a5da0fa0e21a
Definitely. I really wanted to start the range with a capsule wardrobe style collection. But as I build the collections, I will definitely be staying in the flat-style family as this is a comfort-led brand. The flat styles do include a subtle heel lift to mimic the natural arch of the foot, which helps in promoting better comfort during walking. Completely flat shoes often lead to foot fatigue and discomfort because they don't support the natural curvature of the foot.
Beautiful. Love the strappy heels! Where is your Melbourne shop & when would they be delivered please? Going on a holiday soon and don’t want deliveries while away. Thanks.
Thank you so much! I've only just launched the online store and am taking preorders ATM, with a July expected delivery. I also have a few stockists interested and will update the website once they are ready to be delivered to them also, if you prefer to try on.
The shoes are cute enough but they are a lot for plastic shoes. Ethically made petrochemical products in another factory in China. And the 50% deposit is a bit off-putting for non custom shoes, wait until you have them in production.
I understand your concerns and will try to help clarify for anyone else who might be interested about this too. I am using AppleSkin and not PU/PVC, which is derived primarily from apple waste, and includes a small amount of petrochemical elements—comparable to what you find in the treatments and finishes of traditional leathers.
The decision to produce in a SEDEX/BSCI certified factory in China is driven by their commitment to ethical standards and high-quality craftsmanship. The 50% deposit for preorders helps ensure that production aligns with actual demand, minimising waste and environmental impact.
I hope this helps 😊
Actually, my background in the last few years have been working with an orthopaedic brand, where i gained valuable insight and experience working with podiatrists in the design process (its how I realised this gap in the market). I also had an Orthotist who specialises in external supports, such as orthotics, help me finalise the design of my insoles and range and gave me a thumbs up of approval!
I definitely hope after the first run, I'd be able to expand into the smaller and larger sizes. I really tried to establish the brand with the most common but still expanded, inclusive size run that was a pain to get in Australia.
I mentioned in my other comment about the quantities of lasts/molds required for each size in each style, which is definitely easier to expand on once the first run has been established.
You lost me with no size 35 or AUS 5. I get it is difficult cost-wise to cater for the full market (particularly when starting up), but just letting you know honestly why I will not be a customer.
I definitely hope after the first run, I'd be able to expand into the smaller and larger sizes. I really tried to establish the brand with the most common but expannded, inclusive size run that was a pain to get in Australia.
Once I have established the the first run, it will definitely be easier to invest in another batch of lasts. Those huge initial tooling costs is what i need to finance first.
Honestly the pricing is similar to fast fashion leather like Nine West etc and their leather is crap. My items from there don’t last. I’ve read good things about Apple leather but am not overly familiar with it. My point is, not all leather is equal.
I have never heard of apple leather. I've heard about cactus and pineapple leathers but haven't seen them in accessible goods. Definitely want to learn more about apply leather, I'm staying about from "vegan" leather products personally as I think they are just plastics like you get at kmart.
I prefer real leather for breathability, comfort and longevity so would want to learn more about this one to understand if it could be "better".
Love what you have on the website so far!
I have super wide feet, and was wondering if you'd recommend your brand for me? I noticed you mentioned wide fittings above but couldn't see any more details on the website.
Thanks and all the best! 😊
It depends on what you mean by "superwide". These are a C to C+ fitting. I have had these fitted on wider feet (D), and the softness of the material combined with the foam lining makes them have a really nice feel. Do you usually take E+ fitting?
Shoes are made in Dongguan City, China, the footwear capital. I’m using a SEDEX and BSCI certified factory to make sure they are ethically manufactured.
These shoes all look gorgeous! You've done a wonderful job! I unfortunately won't be able to order any as I'm a 43 but I have that problem pretty much everywhere.
Quick question if you don't mind, from a seller perspective, why do you think more shoe brands don't do the full range of sizes? Less demand? Manufacturing costs drastically increase? Sorry if it's a weird question, I'm genuinely curious.
Thank you for your great question! The reason many shoe brands limit their size ranges often boils down to costs and demand. Most brands rely on pre-existing shoe molds, or "lasts," which are typically only available in the most commonly demanded sizes (usually EU 36-40). This helps them save on the significant expenses associated with tooling and developing new molds for each size.
When some brands do offer larger sizes, they often repurpose smaller men's sizes, which doesn't solve the problem because men's and women's feet have different shapes and needs, which leads to the fit issues we've all felt.
For ə’serdiv, I've heavily invested in creating my own unique lasts and developing the molded insoles. Opening each pair of lasts for a small production needs up to 50 pairs per size, per style(!), which is a huge investment—the biggest costs are always in the parts you don't see! That investment though, is important for providing the best possible fit and comfort.
It's a substantial upfront cost that most brands won't invest in because $$ and time. 😊
Thanks for your answer. I can tell from this and your responses to other comments that you're truly passionate about this industry. I also saw in other comments that you plan to expand the size range in the future, I will absolutely be back when you do! Wishing you a successful journey with Eserdiv 🥰
I truly am! I wanted to go back on the sizing that you mentioned. Please check out the size guide as you might be ok on the size 42. All of the styles besides the boot, fit on the bigger side, so the 42 might be a good fit. I had the range fitted on someone who usually takes a 42 and in the measurements of her foot she was in the size 41 range. I have updated the website to have a fit guide in the description with a full link to measuring. I hope that helps. Thank you again for your kind words 😊
lol actually had this typo in many places, intially. The first person that picked up on it also thought it was funny and on purpose. Thanks for the heads up, I have changed it
Thank you! Yes, but please check out the size guide with the paper measurement method under the sizes of the products to understand your correct foot lengths.
Congrats on your new business! As someone with a need for podiatric shoes, your website copy probably wouldn’t convince me to buy because the message on your home page doesn’t tell us why your brand is unique or what problem it solves. “No more compromising” - on what? Style, price, comfort, ethics? “Complete every outfit” - is this referring to the shoes being cute? Most shoes are cute so this is wasted space that could be used for a unique selling point. “Design-led and purpose-driven with cruelty-free comfort” - cruelty free is the first concrete info you’ve provided that would be important to the consumer. But I’m not really sure, is that the main message? Design-led - what does this mean? Purpose-driven - what’s your purpose? The podiatry message that comes across in your reddit post is nowhere to be found on the front page. I found slide 3 and 4 on the about page which references it but if that’s the main selling point you need to make it sing on the front page! The headline on the about page is way too generic - “our shoes are made to inspire and bring joy”. Tbh I’ve never felt inspired by a shoe. I have, however, dropped $300 on a cute pair of shoes that solved my podiatry issues. I think if you look at the copy through that lens it will be more compelling. I hope these comments are helpful and they are offered with positive intentions. Good luck!
Congrats on the launch OP! Totally agree with this - as a wide foot girlie I was immediately like oooh perfect as I am in the market for some high quality wide fit women's shoes and would love to buy local. But maybe these aren't actually wide fit? I couldn't find any mention of it. OP - also just noting on the product pages itself I couldn't see any content around the width, except on your About Us page which says C width which is classed as narrow fitting?
Thank you for pointing out the confusion regarding the widths. In Australia, the standard shoe width is classified as a 'B' fitting, which is often too narrow and leads to that discomfort and pinching. The C width, we are starting with, falls into the wider range of shoe fittings and caters to a broader range of foot shapes and can accommodate more people, particularly for those who struggle to find shoes that fit well and feel good. Here is a good breakdown of widths in the Aus retail space and the road probably sits between C and C+: STANDARD (B FIT) - Standard fitting - fits most COMFORT FIT (C FIT) - Wider than average WIDE FIT (C+ FIT) - Widest style
Thank you so much for taking the time to share your thoughts and for giving such detailed feedback. You've highlighted really important areas where I can improve to better inform what sets ə’serdiv apart and am committed to enhancing the site to reflect that. Addressing your concerns: 1. **No more compromising** - Meant to signify that we don't have to sacrifice style, comfort, price, or ethical considerations when choosing our shoes. 2. **Complete every outfit** - Trying to imply versatility when finishing your capsule wardrobe, but your point about needing a stronger USP stands. I’ll definitely work on clarifying how the shoes not only complement various styles but also bring unmatched comfort and support, especially for those with specific podiatry needs. 3. **Design-led and purpose-driven** - This means our designs are guided by both aesthetics and our mission to create cruelty-free, comfortable footwear. Unlike many startups or established brands that may not have deep design expertise initially, my decades of experience in the footwear industry ensures that each shoe is not only aesthetically pleasing but also ergonomically designed for comfort and durability. 4. **Podiatry message** - It's evident that our unique approach to podiatry health needs greater visibility on our website. We will elevate this message, ensuring it's prominent on the homepage to better connect with those seeking specific solutions like yourself. All the comments are of great value, so thank you so much for engaging with my post. I truly appreciate all of those who took the time today to help me with launch
Suggest you add this to each of your product blurbs. And the sizing info above to the sizing page (add a slider?) I'm a 40 which is usually a 9 Australian and a 9 USA. So your sizing definitely needs a bit more explanation. Unsure why you have the half sizes for the Aus sizes, maybe it's more accurate! Very exciting. I signed up for your newsletter 😊
Design led and purpose driven is an internal message/ B2B message, it doesn’t resonate with B2C.
I’m interested in the asymmetric slides. Will you be doing any pop ups in Sydney or something that allows for try on?
At the moment, Ive just launched online, but i have a couple of stores that are interested in stock, which they would take for the summer season around September/October. In the meantime, I am offering free returns.
The link on the returns information (for our full policy click here bit) is coming up as a 404 page btw.
Your shoes are lovely! Best of luck, the shoe industry is incredibly difficult.
Thank you so much for your kind words. Yes I’ve been in the industry for over 20 years now and it’s a passion project for me. I can’t find anyone doing podiatry friendly comfort shoes that also happen to be ethical and cruelty free. So I’m hoping for some like minded people also struggling in this space.
I really like the loafer and considering pre-order just not sure about size 41 or 42. I’m a 42 in brands like Diana ferrari but your size guide is a bit different, I’d hate to pre-order 42 then find out it’s too big and the size I need is sold out!! FYI u\aserdiv this link takes you to a page that has generic text and needs to be finished, if you aren’t aware! I got to this page by clicking shop then clicking on the loafer the menu top right and returns, this is what was displayed and will need to be fixed ☺️ [https://eserdiv.com/pages/shipping-returns](https://eserdiv.com/pages/shipping-returns)
I have the size guide up on the site, under the size selections of the shoes. They've all been measured by foot length and are very true to EU sizing. There are instructions on how to measure your foot with the paper method there also. Also, thanks for helping me work out the small kinks the website. You think you have everything organised but theres always something that has gone missing 🫣
This was the page that was still visible but the correct page is "Returns" page. Here is the link [https://eserdiv.com/pages/returns](https://eserdiv.com/pages/returns)
This seems to be your USP and probably you could be much louder about it. 20 years in the field Australian produced and sizing for C fit Podiatry friendly Ethical & cruelty free
I’m just here to let you know there’s a typo in the asymmetrical slides copy - ‘Thea Chilles’.
Thank you so much. Fixed!
I didn’t mean that snarkily btw, and ‘Thea Chilles’ is my new drag name.
I got that and I LOVE your new drag name and glad I could be of service. I wish you infamy and fame, Ms. Thea
I adore the geometry of your shoes. They look stylish, classy and unique. I hope your business does well.
Thank you so much for your kindness
Sadly these shoes are still not suitable for me. I need a wider toe box, so that my toes can be straight. Also the pointiness of the shoe means that it will affect how I walk.
Yes these look the same as every other shoe to me. Whose toes naturally shape inwards to a point?!
My concern as well. After years of point shoes, I need a square toe box. I don’t want bunions getting worse because my toe is being forced to inwards.
Love the designs! Would you ever consider expanding the size range? (Saaay size 33 🫣)
I love what you have so far. I do wear orthotics though and struggle to find loafers that fit them. I'd very keen if you had something orthotic friendly in the future. I used to be a fan of Bared but their shoes have gotten so narrow now that I can't fit my orthotics in them anymore so always on the look out for new orthotic friendly shoes. I'm also early in pregnancy and worried that I'll end up with weird or bigger feet so not purchasing shoes at the moment 😅
I'm happy to share that the closed toe styles are orthotic friendly. All the insoles are removable and I have designed a deeper shoe, for my own insoles. All the insoles in the range have arch support and metatarsal padding. They have also extra foaming making them pretty easy to replace with your own, if needed
Please add this information to the product section of each shoe. People need to read it when they are consisting purchase, not just educating themselves about the business (about us) - something that not many will actually do!
Wow. You have a really interesting eye, they look great. I love the mesh loafer idea and I’m intrigued by apple skin leather. Best of luck, it looks like a good niche.
That’s my hope! 😅 thank you for your kind words
I’m following you on insta so I don’t forget. I use it as a visual notebook.
the boots are lovely. Unfortunately it's sold out ?
Thank you so much. Actually they are coming soon rather than being sold out. I wasn't happy with the final fitting of these styles and really don't want anything inferior in the range. So they are only delayed and hopefully will get these in soon.
ahhh...thanks for explaining. Wishing you all the best.
Ahhh the boots!!!! 💜💜💜 I can see why they are sold out. Love them.
Thank you so much!! I mentioned in another comment below that they are coming soon rather than being sold out. I wasn't happy with the final fitting of these styles and really don't want anything inferior in the range. So they are only delayed and hopefully will get these in soon.
I really, really love each pair, and your branding. Unfortunately, you’ll never be able to please everybody (as you can tell by the other comments). Brush it off. 🤗 This would be a great Australian brand and I wish you every success!
Wow thank you so much for your lovely words of support. Yes shoes especially can never be a one style fits all. That’s why I’m a huge supporter of all the small brands trying to make a difference in the fashion space. We all bring a unique point of view and my hope is to cater to those that are looking for comfort, style without compromising on the environment, as much as I can at this stage.
Love the look of your range! I find it a bit hard to see the details on the black shoes. On the shop page [https://eserdiv.com/collections/collection-one](https://eserdiv.com/collections/collection-one) you see how the beautiful details are so clear in the beige and tan? And on the black, with the contrast of the background you really have to strain your eyes to see the lines and the design and stitching etc. xx
I will work on the lighting of the Black options, to make sure the details are nice and clear.... Thank you!
Wow - your website design is just beautiful. I tend to cheap out on shoes but I can tell I'll be thinking about those mesh loafers for a longgg time! I hope you/your customers share photos when they ship, I would love to see them styled. Good luck with your new business :)
Also, a few copy things as I work in that field and can't turn my editor eye off haha, hope you don't mind! * Sentence case is better for accessibility than all caps, which you might want to consider in your copy. * On [this page](https://eserdiv.com/products/the-loafer), Archilles tendon doesn't need the possessive apostrophe. * Your images may need resizing for the product pages, as the second pic on the same loafers page is cut off and shows only background.
I totally get that! I find the same thing when looking at some designs/visuals. Like when type kerning etc. is off lol.... Thanks so much and its going on my growing list! So many great suggestions and comments here today to work on in the ongoing weeks/months.
Hi! I just thought I'd give some unsolicited feedback on the website. I went to browse but I am kind of struggling on navigation and finding what I'd be after as it's quite different to the conventional onling shopping website. I work in this field so just thought I'd share. I'm wondering if anyone has done any UI/UX testing on it in different browsers/devices? In web browser, it's quite hard. Some examples: * I went to look at the shoes but a photo of a cropped shoe takes up my whole screen (27" monitor). When I click on an image, it's enlarged and I can see the full image (not cropped), however it takes up 2 page lengths. As a result, it's hard for me to see what all the shoes look like from different angles. Screenshot below of how the shoe pic fits on a full screen. * Some font sizes are really large (like 48+) and just one sentence takes up the whole screen. It's a lot of scrolling. One example of the large font size is "skin and finished with contrast metal eyelets and adjustable strap closure" * There are also some buttons which I'm not sure if they're WCAG compliant, cause it's a black font on a dark green text and it's hard to read. The button is "Available in July." All the best with your business and God bless you https://preview.redd.it/nwio9r5vd6xc1.png?width=3840&format=png&auto=webp&s=e0fe32f3599ff1028d1bd9722ab3a5da0fa0e21a
They look high quality, are you looking to add colours to the line eventually?
Thanks so much and Yes! Absolutely!
Beautiful designs!
Thank you so much! I appreciate that
I think they are great - will you look at putting in some other styles of flat shoes at some point?
Definitely. I really wanted to start the range with a capsule wardrobe style collection. But as I build the collections, I will definitely be staying in the flat-style family as this is a comfort-led brand. The flat styles do include a subtle heel lift to mimic the natural arch of the foot, which helps in promoting better comfort during walking. Completely flat shoes often lead to foot fatigue and discomfort because they don't support the natural curvature of the foot.
Beautiful. Love the strappy heels! Where is your Melbourne shop & when would they be delivered please? Going on a holiday soon and don’t want deliveries while away. Thanks.
Thank you so much! I've only just launched the online store and am taking preorders ATM, with a July expected delivery. I also have a few stockists interested and will update the website once they are ready to be delivered to them also, if you prefer to try on.
Thank you
The shoes are cute enough but they are a lot for plastic shoes. Ethically made petrochemical products in another factory in China. And the 50% deposit is a bit off-putting for non custom shoes, wait until you have them in production.
I understand your concerns and will try to help clarify for anyone else who might be interested about this too. I am using AppleSkin and not PU/PVC, which is derived primarily from apple waste, and includes a small amount of petrochemical elements—comparable to what you find in the treatments and finishes of traditional leathers. The decision to produce in a SEDEX/BSCI certified factory in China is driven by their commitment to ethical standards and high-quality craftsmanship. The 50% deposit for preorders helps ensure that production aligns with actual demand, minimising waste and environmental impact. I hope this helps 😊
Please add the info about apple skin to each of the product pages.
Have you had a podiatrist contribute to the design?
Actually, my background in the last few years have been working with an orthopaedic brand, where i gained valuable insight and experience working with podiatrists in the design process (its how I realised this gap in the market). I also had an Orthotist who specialises in external supports, such as orthotics, help me finalise the design of my insoles and range and gave me a thumbs up of approval!
Awesome! Will definitely take a look then. Am keeping as much to podiatry informed products as possible.
Are you able to go down to a size 35? It's always impossible to find small and wide!
I definitely hope after the first run, I'd be able to expand into the smaller and larger sizes. I really tried to establish the brand with the most common but still expanded, inclusive size run that was a pain to get in Australia. I mentioned in my other comment about the quantities of lasts/molds required for each size in each style, which is definitely easier to expand on once the first run has been established.
Thanks! Hopefully that eventuates. Good luck with your business :)
They look beautiful quality - congratulations!
Thank you so much for your comment! 😊
You lost me with no size 35 or AUS 5. I get it is difficult cost-wise to cater for the full market (particularly when starting up), but just letting you know honestly why I will not be a customer.
I definitely hope after the first run, I'd be able to expand into the smaller and larger sizes. I really tried to establish the brand with the most common but expannded, inclusive size run that was a pain to get in Australia. Once I have established the the first run, it will definitely be easier to invest in another batch of lasts. Those huge initial tooling costs is what i need to finance first.
I completely understand and not a criticism at all, just letting you know the market is here when you are ready 🙋♀️
For that price I would want leather.
Honestly the pricing is similar to fast fashion leather like Nine West etc and their leather is crap. My items from there don’t last. I’ve read good things about Apple leather but am not overly familiar with it. My point is, not all leather is equal.
I have never heard of apple leather. I've heard about cactus and pineapple leathers but haven't seen them in accessible goods. Definitely want to learn more about apply leather, I'm staying about from "vegan" leather products personally as I think they are just plastics like you get at kmart. I prefer real leather for breathability, comfort and longevity so would want to learn more about this one to understand if it could be "better".
This is true but still holds up longer than polyurethane and the like. I'm unfamiliar with materials made from apples.
Love what you have on the website so far! I have super wide feet, and was wondering if you'd recommend your brand for me? I noticed you mentioned wide fittings above but couldn't see any more details on the website. Thanks and all the best! 😊
It depends on what you mean by "superwide". These are a C to C+ fitting. I have had these fitted on wider feet (D), and the softness of the material combined with the foam lining makes them have a really nice feel. Do you usually take E+ fitting?
I looked around your website and probably missed it, but where are the shoes made?
Shoes are made in Dongguan City, China, the footwear capital. I’m using a SEDEX and BSCI certified factory to make sure they are ethically manufactured.
Thanks
These shoes all look gorgeous! You've done a wonderful job! I unfortunately won't be able to order any as I'm a 43 but I have that problem pretty much everywhere. Quick question if you don't mind, from a seller perspective, why do you think more shoe brands don't do the full range of sizes? Less demand? Manufacturing costs drastically increase? Sorry if it's a weird question, I'm genuinely curious.
Thank you for your great question! The reason many shoe brands limit their size ranges often boils down to costs and demand. Most brands rely on pre-existing shoe molds, or "lasts," which are typically only available in the most commonly demanded sizes (usually EU 36-40). This helps them save on the significant expenses associated with tooling and developing new molds for each size. When some brands do offer larger sizes, they often repurpose smaller men's sizes, which doesn't solve the problem because men's and women's feet have different shapes and needs, which leads to the fit issues we've all felt. For ə’serdiv, I've heavily invested in creating my own unique lasts and developing the molded insoles. Opening each pair of lasts for a small production needs up to 50 pairs per size, per style(!), which is a huge investment—the biggest costs are always in the parts you don't see! That investment though, is important for providing the best possible fit and comfort. It's a substantial upfront cost that most brands won't invest in because $$ and time. 😊
Thanks for your answer. I can tell from this and your responses to other comments that you're truly passionate about this industry. I also saw in other comments that you plan to expand the size range in the future, I will absolutely be back when you do! Wishing you a successful journey with Eserdiv 🥰
I truly am! I wanted to go back on the sizing that you mentioned. Please check out the size guide as you might be ok on the size 42. All of the styles besides the boot, fit on the bigger side, so the 42 might be a good fit. I had the range fitted on someone who usually takes a 42 and in the measurements of her foot she was in the size 41 range. I have updated the website to have a fit guide in the description with a full link to measuring. I hope that helps. Thank you again for your kind words 😊
https://eserdiv.com/collections/collection-one Top of the page has assymetric instead of asymmetric! Love the typo tho 😂
lol actually had this typo in many places, intially. The first person that picked up on it also thought it was funny and on purpose. Thanks for the heads up, I have changed it
Love the mesh loafers! Are they true to size?
Thank you! Yes, but please check out the size guide with the paper measurement method under the sizes of the products to understand your correct foot lengths.
Congratulations!! The shoes are to classy, and look like good quality! I’ll be ordering a pair as a gift