At any age is that?
FJ: Yes, any age. But we have many requests for smaller sizes, which is something that we liked to do, but not yet. The little girls because they still cannot wear heels, wear this kind of footwear that fits any occasion. The teens are an audience that does not demand a lot of this product, because in this age everything works in trends, so it varies. Women with more 30 years old, that work, walking from one side to another, from them we have more demand.
You chose bright colors for the Josephina's, there is preferred one by the female audience, or not really?
FJ: It varies greatly. I can say that the most popular are the beiges and the blacks. But, there is a large discrepancy, there are times when a certain color is much requested and I think it will be associated with the publication of a picture, but I do not know. It is variable, though I cannot say that there is a favorite color that we have undertaken a significant production.
Ever wanted to launch another type of footwear or just for now you market the Josephina's?
FJ: We'll keep Josephina's as our largest product and brand strength, and then we are thinking include some variation carefully. We have a project for the autumn - winter of a booty that is still under study, but will always be the exception. In principle I cannot say we will not do it. The tag will continue associated with this type of shoe and then we think that occasionally a product that exits the line, while the boots hold the logic of the ballerinas. However, we are thinking in launched it in October.
In this creative process and manufacturing which was the greatest difficulty that you faced?
FJ: First had a very specific idea of the product we wanted, so when we talked to people we knew where we wanted to go. We did not have the knowledge to get there, it takes a lot of persistence to not give up the initial idea sometimes there are manufacturing constraints that make our goal complicated. But insisting one, two and more times can take up everything to a nice end. One of our greatest difficulties is that the cord ran inside, it was necessary to apply a special piece in the machine and it took some work, because it was necessary to contact person that known about it to obtain a solution.
During this search for a company that produced the Josephina's, you felt some difficulty in getting help, since you had no experience in this area?
FJ: No, I was very well received. Mr. Jorge, are two brothers, but I talk to him more, received me very well. Of course, both, him and I did not know if this product would have acceptance or not, but he helped me a lot and believed in the project, or at least did not care to invest time, which turns out to be money, and labor in us without even knowing what was the number of order and if we would repeat it, everything was uncertain.
The price-quality ratio has some weight for the customer; they understand that this is a handmade product very artisanal?
FJ: The price is what we can do for the business to continue. Sure, I know that it is not a value accessible to everyone, taking into account the difficulties that people are experiencing is a high amount. But it is possible, because we do not overlook the quality of the materials or design, is not only the shoe it is all around this process and we felt that to ensure the product we wanted we had to present this price.
The orders they receive are only at the national level?
FJ: No, the site is prepared to receive international orders. We entered the domestic market about 3 months and we are now starting to move forward the international market, but we have sold to Macau, London and Brussels. This is a process that is to be done and has to be worked.
