Comfort Queen
Dana Davis knows how important the relationship is between a woman and her shoes. The Brentwood-based designer's namesake footwear line sprouted from her personal need for comfortable heels and flats that she could wear without embarrassment — a tall order in an industry where pain is an afterthought and the words "sexy" and "comfortable" rarely go hand in hand. But somehow, Davis pulled it off with a non-painful footwear line that includes both sultry stilettos and more conservative sling backs that find fans in women of all ages (Carrie Ann Inaba and Nancy Reagan, included).
Now, as Davis prepares to launch her line at Bloomingdale's in March, we sat down with the comfort cobbler to learn the details of her footwear game.
Style Section L.A.: What was your vision of the line when it launched in 2009? How has it changed? '
Dana Davis: I had so many foot problems, and with cute outfits I didn’t want a huge toe box, and I didn’t want these fuddy-duddy comfort shoes. They are heinous. I really wanted to create shoes that had more of a classic feel, a little East Coast, but still had a whimsical feel, a little West Coast. And I wanted shoes that you could wear with leggings or cute dress, or going out at night. I wanted women to feel sexy. Nothing is worse than having the greatest outfit with the ugliest shoes. You feel dowdy. Especially as I was approaching my forties, I realized so many of my friends had feet problems. They still wanted to wear heels. My vision was to create this beautiful shoe that was good for you. Why couldn’t that exist? Either there are gorgeous shoes that hurt or ugly shoes that are comfortable. I wanted to create shoes that women could really wear.
Obviously the line emerged from personal needs, but who or what else inspired you to create the brand?
My mom has the greatest sense of style. I was used to be around all different styles but all high quality. It is important for me that women are in high quality shoes. I wanted a fun, classic collection that wasn’t as trendy. We look at trends, but ultimately we want classic shoes women can wear forever.
COMFORT BY THE HEARTH: Davis' shoe-lined fireplace mantle at her L.A. home. (Photo by Jordan Rae Lake for Style Section L.A.)
With the exception of Taryn Rose, there aren't many options when it comes to stylish comfort footwear. Why do you think it has been so difficult for other designers to create high fashion “orthopedic” shoes?
To be perfectly honest, I don’t think they've ever tried. I Think designers got the mindset that they are pigeon holed into one of two sectors and there was no way to merge it. There are such amazing designers out there. Now I’m starting to see what we do in other people’s shoes, and that’s exciting. Designers with amazing designs are finally realizing their shoes can be comfortable too.
Your shoes can appeal to such diverse market – trendy, conservative, old, young, those with foot problems and those without. It makes for a genius business model. Did you consider this when you first started designing?
Exactly. So often I’ll be talking about my shoes and someone will say, “Oh, my mother would love those.” And I say you haven’t looked at my shoes, there is no way your 70 year old mother is going to wear these heels. Our age range is enormous because we can hit so many different needs.
ANYTHING BUT ORTHOPEDIC: Dana Davis Peony shoe, $395. danadavis.com
That being said, do you think branding your line “orthopedic” or “comfort” is a disadvantage?
I think we are lucky because we haven’t yet been labeled “orthopedic.” It’s a matter of reeducating people that there is a whole new division, a whole new market. It's not orthopedic, it's not comfort, it's fashion that happens to be comfortable.
How are your customers in Los Angeles different from those in New York? Walking habits come to mind…
My taste is a little more classic. In New York, women really understand us because they do walk so much, and the style is more classic. But it’s so fun here in Los Angeles because we do have red carpet opportunities, and we have girls that wear these high heels, and now can actually be comfortable. It’s so fun right now because we are exploding across the country. I love sitting with buyers and see what colors and styles they pick because the clientele is so diverse. It’s store-to-store, not even state-to-state.
In addition to online sales, Dana Davis shoes are sold at Bertini, Village Footwear and Bloomingdales (coming in March) in Los Angeles. Shoes retail between $250 and $550. www.danadavis.com