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Celebrities backing Lichfield businesswoman’s new shoe designs

A Lichfield businesswoman is treading a path to success after seeing celebrities back her new shoe company.

Shaherazad Umbreen

Shaherazad Umbreen

Shaherazad Umbreen has created 18 Hour Heels, which creates shoes designed for city workers.

Jane Danson with shoes made by Shaherazad Umbreen

Jane Danson with shoes made by Shaherazad Umbreen

But the concept has now been endorsed by soap stars Jane Danson and Verity Rushworth, as well as model Alexa Chung.

Shaherazad says she came up with a new type of footwear after embarking on a mission ten years ago to find the “perfect heel” – a project which drew on inspiration from an unusual source.

“We use the science behind how a flamingo stands on one leg to provide the improved weight distribution, and so the perfect balance,” she said. “It is all down to mathematics really.

“I had a dream of empowering women by providing heels that not only looked good but were also good for their feet and comfortable to wear. Many businesswomen are now working longer hours and we want to look good without having to suffer for it.”

Shaherazad, who completed a Masters degree in cognitive science at Birmingham City University, has also been involved in the interchangeable clips which allows the user to customise the look of their footwear. The designs are then produced by a specialist metal worker from the Jewellery Quarter in Birmingham

“The shoellery clips are a really exciting addition,” Shaherazad said. “They are a completely new concept and mean you can wear your heels in the day and then add a new design created in Birmingham to make them look like a different pair of heels for the evening.

“The endorsements I get from powerful women such as Alexa Chung, Jane Danson and Deborah Rodriguez mean so much.”

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Founder of LichfieldLive and editor of the site.