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Aussie shoe designer launches pure-play online brand Cherrichella

After losing his job during the Covid-19 pandemic, experienced Australian footwear designer Ross Phelan took the opportunity to launch a pure-play online women’s shoe label.

Cherrichella might have come about suddenly and in an unforeseen environment, but the concept has been a lifelong dream for Phelan who spent 15 years designing shoes for brands like The Iconic, Free People, Anthropologie, and Wanted Shoes.

New Shoe Brand

“Having worked with some fabulous brands in the past, it’s great to be in control of the look and feel of this collection,” says Phelan. “Here was an opportunity to give customers more. Not everyone can afford designer brands, so why can’t we offer classy, trendsetting shoes with an affordable price tag?”

New Shoe Brand
Ross Phelan.

All Cherrichella’s shoes are vegan friendly, made from materials Phelan hand selects and shipped in premium recyclable packaging. 

Pricing starts from $119.95, with shipping free within Australia using a 100-per-cent carbon-neutral delivery service. The company has partnered with i=Change, donating $1 from every sale to support an Australian project in need, selecting Greening Australia and The Fred Hollows Foundation. 

The company has launched exclusively online at

New Shoe Brand
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