From The Straits Times    |

The reality is this: Only street-style bloggers, socialites and Rihanna do statement shoes. Real women, not so much. What the latter always like (and look for): Stylish modern-day evergreens for heavy rotation. The ankle-strap sandal that goes with everything. The open-toe d’Orsays with the block heel for work. The slip-on sandal with a thick upper. The platform number when we need higher shoes for pants or the longer dress. Y’know, 24/7 shoes – minus gaudy or excessive embellishments. And since we wear them all the time, everywhere, they have to be comfortable.

Local online shoe label Emelyn, which launched last month with 20 styles of shoe, specialises in these kinds of shoes – the perennials to make everything you wear look better and sharper. It’s designed to cater to the growing number of women who shop for shoes online, and who want chic classics in easy-to-wear colours like blush, nude, tan, black and brown that make pairing with clothes a no-brainer.

Each shoe style is handmade in small quantities. Some feature a velvet-like microfibre lining (for comfort and to prevent chafing) and a rubber anti-slip outsole for additional comfort and safety. All are from $49.90-$69.90.

Start shopping at!

Launch promotion exclusively for Her World readers

Use the one-time code EmelynHerWorld during checkout to enjoy a 20% discount on your order.

Emelyn offers free delivery with Ninja Van and a 30-day return policy. Follow the brand on Instagram (@emelynshoes) and Facebook for updates on new drops.

City of Tomorrow, CityLink
1 Raffles Link, #B1-47/47A/47B/47C, Singapore 039393