interview with shelley from urban shoe myth

In early March, a new shoe store made it's debut on King Street, in uptown Saint John. Owner Shelley Demerchant, a former construction engineer technologist, traded in her construction boots for something some more feminine footwear.

Hailing from a family of entrepreneurs, she wanted to transform her love of shoes into a real business by filling a niche that has been much needed by the women of the port city. With the growth we've observed in the uptown area, The Urban Shoe Myth was the perfect fit amongst other new venues, be they shops or restaurants.

(Left: Nick & Shelley DeMerchant; Right: Shelley serves customer & local photographer Kelly Lawson)
Photography by Sheldon Parsons

From Idea to Construction: A Shoe Haven is Born

Shelley and Nick DeMerchant moved to Saint John 3 and a half years ago and are now fully immersed within the community. Shelley began to work on her business plan in May of last year. And after receiving financing in October, the project was put into motion.

Design4space did a brilliant job of developing a beautiful concept and bringing to life the modern vintage feel Shelley had envisioned for her store. With it's custom shelving, white hardwood floors, exposed brick, and gorgeous turquoise ceiling, the shoe store is presented as a contemporary space with the original heritage of the building preserved.

Variety is the Spice of Life

You'll find everything from a pair of Hunter rubber boots to a pair of elegant Stuart Weitzman stilettos within The Urban Shoe Myth. There's something to fit within all personal styles. Among the brands you'll find on the shelves, you'll find footwear from the likes of Nine West, Miz Mooz, Seychelles, Michael Kors, and more! Check out the video below for a virtual tour of the store!




Video from uptownsj

Hanging from hooks (maybe with Shelley's own recycled heels!) on the brick walls are purses from Hobo International, Big Buddha, and Erin Templeton.

Shelley also brings in a limited number of handbags and sizes per shoe so that your purchase will be special and not something on everyone else's feet or over their arm.


What's in a Name?

For those of you who are Sex and the City fans (such as myself!), you'll remember when Carrie encountered her own urban shoe myth within the closets of Vogue in Season 5....








Within this gorgeous shoe store fit for the big city, you're bound to find a number of awe-inspiring shoes that you'll find in love with- just like Carrie with her mythical Mary Jane Manolos! I already own a few myself from Shelley's store!


Now the exciting part...

Tomorrow I'll be announcing a giveaway from Urban Shoe Myth!

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summer shoes...

Giving up shopping for lent has been a tough venture, but I'm still hanging in strong 13 days in. Naturally, just because I cannot shop, doesn't mean my wish list has stopped growing...

In the last year or two, I remember flipping through a copy of Harper's Bazaar to see that espadrilles were being delcared "out" in the world of fashion. But we're all aware of how cyclic fashion really is. Re-invent the wheel: make it a edgier, colour it a new hue, give it a new angle. I remember being more or less indifferent to the passing of the woven wedge sandal at the time,  but like some styles, this is one that grew on me this time around. Partically with my developed interest in chunky shoes, platforms, and wedges.

Friday afternoon, I made a visit to The Urban Shoe Myth to scope out Shelley's latest selection. I fell in love with these Steve Madden espadrilles, now officially on my list of must-haves following my shopping fast!

From what I can see online, in-store, and in magazines, espadrilles didn't make it far out of reach before they came back in full force! I forsee them being a huge summer trend and I'm wanting to wear those Steve Maddens despite the fact that the ground is still frozen! Most popular footwear labels have been adding the woven wedge espadrilles to their spring/summer lines. Sam Edelman, Nine West, and Dolce Vita are just a few to embrace the traditionally Spanish shoe that dates back to at least the 16th century. Mind you, the originated as a flat shoe with a rope sole and canvas covering over the feet, worn by men and women. Here's a few picks of the modern, bohemian wedge version that I am loving:

Espadrilles by MaritimeShopaholic

What is the shoe type that you look forward to wearing this summer?

My Shoe Collection (Part 1)

So last week I mentioned that I was going to show you my collection of shoes and what I currently own. I've decluttered my closests and narrowed it down only to what I currently wear. The rest will be coming with me to Rhoda's Flea Market on Sunday, February 20 (Saint John's fashionable ladies will be bringing their closets to the Exhibit Park again to find new homes for their pre-loved items...stay tuned!)

With almost 40 piecs of footwear currently in rotation, I thought I'd start off by sharing my heels! One of my resolutions this year has been to "Wear more heels in 2011 and add more wedges/platforms to my collection."
And even with 17 pairs of heels in my spare room closet (which I'm lucky enough that B is letting me currently transform it into a dressing room!)

1. Aldo  2. Unisa  3. Spring  4. Calvin Klein  5. Spring 

6. Aldo  7. Guess  8. Guess  9. Guess  

1. Stuart Weitzman  2. Aldo  3. Nine West  4. Aldo 

5. Aldo  6. Nine West  7. Nine West  8. Aldo

Ok...I love all these shoes, but I'm now noticing a little repetition- there may be good colour variety, but I do not need any more pointy toe pumps, that's for sure! This year I want to expand into more wedges and platforms and really take some risks with my footwear- let's try some edgier stuff!

 So here's to trying something a little different in 2011!

Tomorrow I'm going to share with you someone's shoe closet that I would love to explore... ;)

belated birthdays...

A couple of my very good friends have spent their brithdays in various countries in the last month. One of them, Katie, was recently traipsing across Europe, and when she got back across the Atlantic, we went out to celebrate her belated birthday. But I have to say, spending your actual birthday in Rome wouldn't be half bad either!

Last Friday a group of us girls went to Bourbon Quarter for drinks and desserts, followed by glasses of wine at Happinez. It was also about time to take my Stuart Weitzman pumps out for an evening!

The Outfit:

1. 
   
   Blue tank- Free People- Je Suis Prest Boutique (March '10)
2. 
   
   Grey tank- RW & Co. (Sept '08)
3. 
   
   Black skirt- American Apparel (Feb '10)
4. 
   
   Shoes- Stuart Weitzman- Second Nature (Toronto, June '10)
5. 
   
   Longer necklace- H&M (Toronto, Dec '08)
6. 
   
   Heart necklace- Swarovski (Gift from Ben, May '08)
7. 
   
   Hair piece- Baubles (April '10)

spa day...

Last Saturday morning Kristen and I got up and hit the subway and then street car to meet up with her friend Yen for a spa session at Body Blitz (a women-only spa) on Adelaide Street West in downtown Toronto. It was my first ever actual spa experience! We relaxed and cycled through their therapeutic waters (they even bring healthy beverages in to you!) before going for full-hour massages. I guess I didn't know what I was missing out on before...because it was a really relaxing experience and the perfect way to start a Saturday morning!

The Outfit:

Floral dress- Mango (the day before in the Eaton Center)

Braided belt- Eddie Bauer (Moncton, 4 yrs ago)

Gladiator sandals- Sam Edelman (Montreal, June '09)

Sunglasses- Michael Kors- TJ Maxx (New Hampshire, April '09)

Bag- Guess- Walsh Luggage (Feb '09)

I felt a little silly wearing my sunglasses in the subway at Ossington Station, while we waited for the next train, but I stuck them on my face to do as celebrities do in transit before they've done their make-up for the day (or least that's what I've read, haha). Clearly there's no point in getting dolled up when you're only going to put on your bathing suit (or in the case as some women do, your birthday suit- such is why I mentioned it being a women-only facility...) and jumping into a pool.

Once we were detoxified, replenished, and turned into putty...Kristen and I were off to get our nails done- a manicure for me and a touch up for her. The finished product:

OPI shade Green-wich Village for moi

Kristen's perfect gel nails

(and if you look close enough.. can see the pretty diamond she bought herself?)

We then headed North? (I don't know my city directions unless I have a compass...or I can see the little map of stations on the subway...) to a Second Nature Boutique, a second hand designer shop that was recommended to me by Nadine (manager of our lovely SJ Envy). 

It was a fun experience shifting through designer clothing and shoes that were still expensive, but much more affordable! I first found a pair of Chanel flats that I was really excited about, but to my dismay, although they said they were my size, didn't fit...

(but then they turned out to be posers- I saw the tag said "Chanel look")

But then I picked up a pair of Stuart Weitzman robin's egg blue pumps that fit like Cinderella's glass slipper. There wasn't one scratch on the sole- these babies had never been worn and were only a fraction of the price the would have originally cost!

We left the store, with me swinging a pink bag with my new blue shoes, my great find of the day!