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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