International buoys footwear concept
Mara & Mine is an online shoe retailer founded in 2013 by Australian girls, Jasmine Yarbrough and Tamie Ingham. The pair draw inspiration for shoe designs from their travels and come up with androgynous embroidered designed slippers and sandals, with the trademark pair, the Jem Skull Slippers, inspired from a trip they took to Mexico.
Based in LA, Mara & Mine is stocked in 10 countries, with Australia its biggest market outside of the US.
On launching, the brand quickly made waves on the celebrity scene, worn by models Cara Delevingne and Chanel Iman, as well as Kourtney Kardashian and actress Julianne Hough.
“The US is our biggest market and we just signed with a Middle East showroom, so that will become quite a big market as well, and we’re about to sign with a European showroom to cover that area too,” said Yarbrough.
“Australia is at number two for us, we’ve got a lot of support from Australia, but I think because the dollar is so low it has dropped a little. We’re expanding in the US now that we’ve got a showroom representative, and we’re looking into China and Canada.”
In December, Mara & Mine partnered with kid’s online shoe retailer, Akid, to develop a limited edition children’s line of shoes in its signature skull style in two colours, pink and black.
On the high end of children’s fashion, the shoes were priced at $120, and handmade in Spain with calf suede leather and cotton metallic stitching for the skull embroidery.
Following the popularity of the initial children’s line, Mara & Mine is now in talks with another undisclosed children’s shoe retailer to recreate its entire women’s range in mini versions for kids.
“We’re trying to start a smaller business to do kids shoes. Style wise they will be the same, just mini versions of everything, it will be really cute,” said Yarbrough.
Over Easter Mara & Mine held a pop up store on Bondi Rd in Sydney in collaboration with women’s fashion label, Sir. The store was a huge success, and further pop ups are planned in Queensland and Melbourne later this year, but a permanent physical location is not an area of focus for the brand just yet.
“That was our first pop up store which we trialled in Sydney. It went really well, it’s great to have a store, and we’re going to do another pop up in LA, but we’re not planning on having our own store yet,” she said.
This story first appeared in Inside Retail PREMIUM issue 2046. To subscribe, click here.
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