Seffie Wells, founder of Aidie London, discusses her award-winning brand of baby shoes.

 

CWB: What instigated the launch of Aidie London in March 2018?

Seffie Wells: As a psychologist and mum to a baby boy, I noticed a gap in the market when I realised appropriate baby shoes weren’t readily available. From my background in psychology, I understood what my son needed to develop his full potential during the early developmental stages. I couldn’t, however, find anywhere that was offering products designed to support his development.

I then set out to design a pair of shoes that would allow him to feel the ground beneath him whilst also protecting his feet from hazards and supporting the undeveloped cartilage-bones in his feet. A team of psychologists and anthropologists then refined the design; we developed the optimal sole density to enhance the natural biofeedback process and encourage neuron activation via dendritic branches in a baby’s brain as he learns to walk.

CWB: What sets Aidie London apart from the competition?

SW: Aidie London makes the world’s only children’s footwear range developed by infant developmental psychologists to enhance cognitive function in babies. Our first walker collection has the endorsement of leading London podiatrists. It has also won a whole host of awards in both the UK baby industry and the international design industry.

 

 

CWB: What does the collection comprise?

SW: Our first walker collection ranges from infant size UK3 through to UK7. It offers a range of styles handcrafted from high-quality leather and suede and all featuring our premium leather specialist soles. We offer a clean look and as a nursery brand we also utilise lots of pastels on white.

CWB: How would sum up the brand’s ethos?

SW: Minimalist and modern with a focus on child development. We’re also environmentally conscious and a member of the UK Organisation for Responsible Business. We use no plastic in our packaging and everything is recyclable or biodegradable.

For further information and trade enquiries contact seffie@aidielondon.com.