LOS ANGELES (Sept. 19, 2006)--The newest branch of the upscale shoe boutique Footcandy opened its doors in the Brentwood neighborhood of Los Angeles, and already the store is buzzing.

Footcandy co-owners Xiomara Zelaya and Robyne Wilson (seated) step into retail

Delivery men are dropping off new shipments, camera crews are stopping in to cover the opening and pedestrians are wandering in off the street to investigate. It seems that the selection of Manolo Blahniks, Christian Louboutins and Jimmy Choos is a perfect fit for this upscale neighborhood. People have come into the store and started crying,” co-owner Robyne Wilson says with shockingly little surprise in her voice. “One woman asked if she could hug me. We’re the first store to bring these shoe lines to the west side, and people are really grateful.”

A shopper exits the Brentwood branch of Footcandy

The decision to open in this neighborhood, just west of upscale retail haven Beverly Hills, stems from co-owners Xiomara Zelaya and Wilson’s own shopping requirements. “We both live in the area, and in the past when we wanted to shop we had to drive to Neiman Marcus or other stores in Beverly Hills,” Zelaya says. “Even though it’s not that far, in Los Angeles traffic it’s quite a haul. People like to stay and shop in their own community.”

Shoes get an artistic presentation

Zelaya and Wilson are both new to retail--Zelaya was previously a music industry executive, while Wilson worked in the luxury hospitality industry. As fledgling entrepreneurs, they joined forces to open a franchise from Footcandy, which started several years ago in St. Helena, Calif., in Napa Valley, and has since expanded. “On our own, it would have been impossible for us to get these brands for our first season,” Wilson says. “But because Footcandy has already brokered these relationships, we’re able to do the impossible.” The store is presently carrying a hard-to-find “it” bag. “Right now there are very few of Jimmy Choo’s Ramona black patent leather totes left in the U.S., and we have some of them,” Zelaya says.

A Jimmy Choo sparkles

When Zelaya stumbled across the chain’s franchise opportunity listing on the company Web site while shopping online, she called Wilson immediately. “I told her, quit your job now,” Zelaya laughs. “We’re doing this.” Footcandy currently offers franchise opportunities for $466,000 to $613,000, which includes one season’s collection.

Zelaya offers hands-on service

The pair already considers the investment well worth it. Not only were they able to take advantage of founders Perry and Carolyn Butler’s connections, they’ve been able to put their own mark on their Footcandy store. “We were lucky that they allowed us the liberty to be unique,” Zelaya explains, noting that details such as some of the fixtures and the chandelier are exclusive to this store. “We kept to the colors and tones of the original store, but wanted to make sure we appeal to the customers in our location.”

For shoppers who can’t afford a $1,600 handbag or $1,200 Le Silla boots, there are more options available. “We carry Kate Spade, Isaac Mizrahi, Loeffler Randall and Bettye Muller,” Wilson says. “You can get shoes here that range from $220 to $1,200. But every shoe is decadent and fun. That’s the common denominator.”

A shopper gets moving in Christian Louboutin

Zelaya and Wilson have also created a menu of private shoe-themed packages for customers to purchase, including a bridal shower (complete with pedicures), a wine tasting/shoe shopping expedition and an Italian dinner, all in the store. “We’re working with neighboring vendors to give this store a sense of community and place,” Wilson says. “We want to become one-stop shopping for people who love shoes.”

For more information:

• Footcandy
• 11934 San Vicente Boulevard
• Los Angeles, California 90049
• (310) 820-4800
• www.footcandyshoes.com
• This email address is being protected from spam bots, you need Javascript enabled to view it

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