LOVE LOCAL
CE: What do you love most about the street you trade on? SD: Green Street is right in the city centre but tucked away, escaping the mad crush you get in town, especially at weekends. The street is full of fabulous independent businesses – home to more People’s Choice winners than any other in Cambridge! If you’ve not been down for a while, you need to check out the Sky Garden – it’s gorgeous. CE: If you could have a cup of tea with any fashion designer, who would it be? SD: That’s easy – Jimmy Choo. Partly for obvious reasons (he designs the most fabulous footwear), but also because he makes his shoes a pleasure to wear, not just to look at. I was lucky enough to meet him a few years ago, and he’s utterly charming too. One of my most-prized possessions is a photo, with him, of me wearing my favourite shoes, which I call a ‘Choo-fie’! Before Modish I had about 130 pairs of shoes , but I’ve since whittled it down to about 60… more or less (probably more!)
MADE FOR WALKING Comfy lace-ups from The Art Company (above) are some of Sarah’s faves
because, at the time, internet shopping was just taking off and I thought footwear would be relatively immune. In hindsight that was perhaps a tad optimistic! The deal was sealed when I found out my feet were sample size, so I could try everything on before I bought it for the shop. As you can imagine, that’s been a real godsend. CE: What does your own personal shoe collection look like? SD: Before Modish I had about 130 pairs, but I’ve since whittled it down to about 60… more or less (probably more!). My favourite shoes have to be my wedding ones, by Högl – silver, art deco-inspired pointy heels. More recently, I’ve started to stock shoes from The Art Company – its chunky Birmingham lace-ups are rarely off my feet. These days, if they’re cool and comfy they’re for me! CE: What are your top picks for this autumn/winter? SD: I’ll be stocking some barefoot shoes and boots for the first time this autumn. To be honest, I thought at first that they might be a bit of a gimmick, but when I tried on a pair I just loved the fit and feel of them! I’m also looking forward to my Legero collection. Their unique selling point is that they’re waterproof but look like normal, stylish footwear!
Cambridge Edition: Where did your passion for shoes begin? Sarah Decent: Shoes have always been my thing! I remember when I was about seven, I had a Sindy doll, and while friends who also had one were constantly brushing her hair and changing her outfits – I was obsessed with her red high heels! CE: What led you to turn your passion into a business? SD: I’d been working in HR for almost 20 years and realised it was time for a change. I decided to open a shoe shop mainly because I love shoes, but also
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