0 Posted by - September 23, 2013 - FASHION

If you fancy an online shopping experience as much as I do and you fancy a-mazing shoes and bags even more, then I suggest you bookmark Erato. I’m talking really beautiful heels and really stunning bags where the focus is as much on-trend as it is on-quality. I chatted to the owner, the super-talented Julie Anderson:



You left a career in finance to launch Erato. Tell us about it.

My corporate career was invaluable in terms of learning business and life skills. However, I always knew that I wanted to be involved in the fashion industry one way or another.

It was recognising the increasing demand for and potential of online retail in South Africa that made me realise that the time was right. I think my personal obsession with shoes and handbags strongly influenced the focus of the brand!

What’s behind the name?

Erato was one of the muses in Greek mythology and literally means ‘to be desired’. I thought it extremely fitting considering how many women feel about shoes and handbags! I also liked the idea that women would feel confident, stylish and desirable when wearing Erato items.

Who is the Erato shopper?

She is definitely confident, independent and style conscious. I think she takes pride in her appearance and perhaps likes to stand out from the crowd too. She also values quality.

Since launching Erato, what have you learnt about clients?

They are busy women! I think that they are extremely busy juggling the responsibilities of their career, family, social life and personal interests. That’s why the convenience of online shopping is so appealing to them.

What can we look forward to this spring/summer?

I like to have a balance between high fashion and classically styled items, and Erato’s spring/summer colour palette has been influenced by current trends, which means you can expect monochrome, white and summer brights such as cobalt blue and tangerine.




Whether it is a glamorous pair of statement heels or a simple but chic handbag, I try to ensure that Erato pieces are different and exciting.


What are this summer’s big heels and handbag trends then?

Monochrome is big, especially the more graphic interpretation in the form of stripes, checks and polka dots. I love this trend because it is very accessible and the pairing of black and white always looks chic.

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Transparent heels and straps as well as transparent clutches are big too. A transparent panel or strap on heels is very flattering.


Love the Adriana pumps (above) and we’re not the only ones. Jo-Ann Strauss loves them too and has a few in her shoe collection!

Metallic accessories and anything with a sheen or shine are big for this season too!


Pointy white courts have made a strong comeback and the white studded Sylvia pumps from our spring/summer range are perfect for getting the look.

Top tip for the season?

Go for an accessory that has a transparent component. It creates a modern yet feminine feel.

Any tips for aspiring entrepreneurs?

Following your passion is always going to be exciting but make sure the numbers make sense first. And be prepared to work very long hours!

Anything else we should know?

I can’t say too much at this stage but I am looking to introduce some exciting new product lines next year. Watch this space!

I love:

Visit their site and you will see Erato’s trend reports plus a shop-the-look for each trend. I love that each collection is current, wearable and super-chic and that Julie’s done the edit according to the season’s big trends for us!


Shop Erato’s collection online here and you’ll receive your order within 3-5 working days.

Watch this space, the Erato s/s 2013 collection will be available online soon!

Images: supplied and Vogue

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