Even the least fashionably conscious person enjoys wearing a good pair of shoes. Practical yet stylish, eye-catching yet comfortable is the sweet spot that not every shoe brand can lay claim to. If they promise these components, it is rare for them to have an environmentally conscious outlook towards production. However, e-commerce footwear retailer My|Ra ticks each of these boxes, while being sustainable. Founded in 2019 by Myra Aggarwal, My|Ra is known for its modern designs on classic artisanal leather to create bespoke, uniquely handmade pieces that stand the test of time.
Myra Aggarwal.
A passion for design was the catalyst behind the launch of My|Ra. Aggarwal recognized the need to stress on tailored craftsmanship, the use of high-quality materials and designs made for both utility and comfort, all the while keeping style at the forefront. She claims, “We cater to all sensibilities and carve out a new space in luxury footwear that marries beauty, intention, and timelessness, which are the brand’s core values. Our unique styles contain a broad range of naturally dyed leather and whimsical details, including traditionally painted trims, mother of pearl, ceramic beads, friendship macramé and pom-poms, gold-plated stones, and Swarovski crystals.”
My|Ra’s biggest claim to fame is its status as a partially vegan, sustainable and completely ‘Made in India’ footwear line. The team behind My|Ra takes pride in being called a homegrown label that develops and creates eco-friendly footwear for people who feel connected to the earth and are vested in its protection. The founder affirms her deep-rooted passion for sustainable fashion, claiming she honed it while working with a French footwear company for a period of two years. She was aware of the cut-throat competition and relentless pursuit of commercial success by most footwear brands, and was keen to explore a different route while creating her own. Identifying the existence of this gap in the footwear industry in India, she decided to focus on ethical fashion by using the services of Indian artisans and sustainable resources. This would support the local talent and help keep their traditional practices alive, whilst reducing the carbon footprint.
Manufactured in Delhi and Agra, which has always been known as the hub of the Indian shoe-making industry, My|Ra procures handmade embellishments to decorate its pieces from local artisans. Despite the extra expense involved, the brand chooses to work with organic dyes for the leather it uses in order to reduce chemical emissions that cause the same amount of harm to the environment as plastic does. Another sustainable practice the team swears by is to do away with shoe boxes that use dye on the inside, instead opting for more eco-friendly packaging.
Creating these handmade pieces is a painstaking and detailed process which commences with the selection of a particular style. At first, the souter hand-cuts the uppers and soles from pre-designed pattern pieces, and then begins the stitching, punching and assembling of the shoes. Then the leather is naturally dyed and embroidered with beautiful detailing, to make pieces that stand out amongst the competition.
Aggarwal asserts with pride, “Through My|Ra, we offer complete transparency to our customers. Our target customer is the modern woman of today, fashionable and environmentally conscious. We make affordable and stylish footwear that can be used for any occasion and by any person across the board.” The strong emphasis on reusing the waste generated during production ties in with the brand’s core value of giving back to society. They do this by recycling the leather scraps discarded during production into beautiful footwear which is donated for the use of underprivileged sections of society.
My|Ra’s eye-catching pieces and sustainable philosophy have attracted a large clientele, many of whom are celebrities. From Hina Khan to Karishma Tanna, Krystle D’Souza and others, numerous people of note have worn and loved My|Ra’s footwear. “Our celebrity customers are happy to have shoes that marry style with comfort. I am glad to say our products are extremely comfortable to wear, whether for movie premieres or airport looks. We have variations and styles that are loved by everyone,” says Aggarwal with a smile.
With prices ranging from Rs 2,500 to Rs 5,000, My|Ra provides luxurious and bespoke pieces that do not break the bank. The brand has all kinds of footwear on offer, with formal pieces like lounge heels, embellished sandals and boots, as well as casual wear including flip-flops and sneakers, among other styles. They retail exclusively on their official website www.studiomyra.com and also accept orders on their Instagram page @myrafootwear.
The writer is a lawyer who pens lifestyle articles for various publications and her blog www.nooranandchawla.com. She can be reached on nooranand@gmail.com.
