QVC | FFANY Shoes on Sale

A few weeks ago, we had the pleasure of attending QVC's annual event FFANY Shoes on Sale, a special shopping experience that raises money for breast cancer research and education.  Since its beginnings in 1994, this event has raised over $34 million to combat the disease, and we here at Söfft are proud to be a part of it!  Click here for a photo gallery of the event and see the stars who attended, Angie Harmon, Ivanka Trump and Doris Roberts to name a few, and check out a few of our party pics below - too bad about that view of Central Park, huh?!?

Trend Report: Riona

Phew. It's been a long week for everyone here at Söfft. We just got back from New York for the Spring 2010 FFANY trade show where we spent a lot of time setting up, running around, stressing out, showing off the shoes, and then breaking it all down. But in our downtime, we got to check out the crowded streets of Manhattan where, I'm proud to announce, gladiator sandals were on almost every woman's feet, from the casual shoppers to the working woman to the girl out for a night on the town. Lucky for me, I brought my Rionas in the Off White python print. I got so many compliments from strangers from the airport all the way to dinner. In fact, I had a hard time wearing any of my other shoes, and trust me, I brought enough for a new pair-a-day. By the end of the week, I had matched every outfit I packed with my Riona sandals. And to top it all off, they're functional: I even helped the guys load up the truck in them. Not that I recommend everyone do that in these shoes. But I speak from experience when I say that you'll be able to walk for miles and pull off the biggest fashion shoe trend of the summer at the same time. And don't be afraid of that sexy python print - see how well this shoe pairs with a variety of hot summer outfits!

Trend: Blue Hue

Riona becomes a great neutral for summer's blue looks.

Dress, J. Crew; Bracelets, French Connection; Earrings, Marciano; Bag, Chocolat Blu

Trend: Spring Floral

Re-interpret floral with a feminine paisley pattern in an eye-catching hue.
Dress, Charlotte Russe; Earrings, Forever 21; Charm bracelets, Express; Bag, Miu Miu



Trend: Safari ChicPlay off Riona's natural appeal with animal-inspired accessories and a neutral palette.
Tank, James Perse L.A.; Shorts and belt, Max Mara; Sweater, J. Crew; Necklace, Fiona Paxton; Clutch, Hobo International; Cuff, Alkemie


Trend: Shimmering Metallic Shining silver accessories, a snakeskin belt and a hot red dress amp up the glamour of this Gladiator sandal.
Dress, Alexander Wang; Belt, Ann Taylor; Earrings and cuff, Express; Clutch, Aleya


Trend: Soft ShortsRiona is perfect in this casual summertime look.
Shorts, Juicy Couture; Tank, Charlotte Russe; Necklace, Anthropologie; Ring, Blu Bijou; Bag, Bottega Venetta; Sunglasses, Anthropologie

*UPDATE: Looks like Riona caught some attention this weekend because we're sold out at Sofftshoe.com! But you can still grab a pair from any of our other retailers like Zappos.com & Shoe-store.net!

FFANY- Fall 2009 Preview!

This past week Söfft was in the Big Apple for the Fashion Footwear Association of New York, or FFANY show. This is my favorite trade show because for the first time we are showing the Fall 2009 line! That's right, we work almost a full year ahead!

Fall 2009 is the most exciting line Söfft Shoe has seen yet! Our product team has brought the hottest trends in footwear and fashion to our new styles. Get ready for sophisticated colors, oversized details and hardware, sleek silhouettes, and luxurious, unique leathers. (I have personally already picked out which styles will be taking over my closet next year!)

As a member of the marketing team, I must say, our product team makes my job easy! The shoes are so beautiful and so comfortable, who wouldn’t want a pair of Söfft shoes on their feet, with a few extra pairs in their closet?

Now for the sad reality... We each have to wait until next Fall to get our feet into these gorgeous shoes! But wait, don’t lose hope yet! There are still some great Fall styles from Söfft in stores, and coming in with the warm weather, Spring 2009!

FFANY AND QVC “Shoes on Sale”

On October 15 members of the footwear industry gathered for the 15th annual “Shoes on Sale” event presented by FFANY and QVC to benefit Breast Cancer Research.

The event took place at Manhattan’s Waldorf Astoria Hotel with a three hour telecast on QVC. Over 90,000 pairs of shoes were donated with $1.2 million sold at the event and even more sold on QVC*.


I was thrilled to be able to attend the event for Söfft! I mean, who wouldn’t want to go? First off, it is for a great cause! Secondly, I got to meet some amazing designers and celebrities like Reba McEntire, “Dancing with the Stars” judge Carrie Ann Inaba, “Tim Gunn’s Guide to Style” co-host Gretta Monahan, “Project Runway” winner Christian Siriano and “What Not To Wear’s” co-host Stacey London. Also, it isn’t every day that the hottest shoes of the season are ON SALE!


I must admit, meeting Gretta Monahan was the highlight of my evening. As soon as we introduced ourselves and Söfft, Gretta had nothing but positive things to say about the brand, especially that we offer great fashion in hard to find sizes and widths! It is thanks to her that we were recently featured on the October 9 episode of Tim Gunn’s Guide to Style. Gretta was so sweet and we really can’t thank her enough for recognizing Söfft as a fashionable, comfortable brand of footwear!

All in all the evening was amazing and it is wonderful to contribute to such a wonderful cause. To learn more or donate, go to: http://www.qvc.com/cgen/render.aspx?qp=promoffany_2008_main&rewrite=no

Calling All Editors, Stylists & Fashion Mavens!

Söfft will be presenting its’ Fall 2008 footwear collection during FFANY week:

December 4th - 6th
Loft Eleven, 6th Floor
336 West 37th Street
New York City

In true Söfft form, the collection is blooming with styles from boots to heels in artful designs and luxurious details. Come experience the world of Söfft, a place where notably fashionable designs meet state-of-the-art comfort.

HHBrown (Söffts parent company) will also be hosting their semi-annual FFANY cocktail party on December 5th, right after show hours on the 15th Floor of Loft Eleven. HHBrown always throws a party to remember and this years theme is no exception. Stop by for "Santa's Sushi & Shots" and get in the holiday spirit!

Contact Katie Cohen to make an appointment
or R.S.V.P. to the party:
phone 978-933-4768 or email cohenk@hhbrown.com