SHOE shopping is serious business. Most women know this. We search, look, try and try again.
A shoe that looks right in the mirror can still be wrong on the foot, either too narrow through the forefoot, too rigid at the strap or built in a shape for a foot that isn't quite the one wearing it.
For years, the industry's answer to discomfort has simply been: break them in. As if the foot should adapt to the shoe, rather than the other way round. It's a gap that hasn't gone unnoticed by those in the industry.
A lot of discomfort gets blamed on the customer, says founder of Sunday Staples Cherriann Wong, a Singapore-born footwear label.
