While preparing for a trip to Europe, it was the ballerina flats that she couldn’t find while standing in Neiman Marcus in Beverly Hills. So she got on that flight and started sketching her own with a desire to create comfortable yet elegant, unique, and luxurious shoes. This became a mission fuelled by her passion and background in design. To create something she could not find.
At the age of 25, Allysa Payne flew alone to Marrakech, Morocco, to buy the leather and have the first prototypes made. When the factory turned out not to be what she had in mind, she took the leather that she had purchased and travelled to another factory in Casablanca. When that factory could not produce the quality she desired, she visited factories in France, Spain, and Brazil, and finally decided on a factory in Italy: the region of luxury shoes, and a factory that also produces items for brands such as Gucci, Chanel, and Prada, to name a few. She built strong relationships with these special family-owned Italian factories.
Thanks to her drive and determination, the brand Allysa Payne Beverly Hills has grown from a dream to create something special to a household name around the posh parts of California in the last few years, as well as the UAE—and Indonesia is next. Brought by Northcliff Capital, a fast-growing private equity and investment company, Allysa’s up-and-coming product is a good strategy for its international expansion. “Allysa Payne Beverly Hills is our very first foray into the fashion industry, and the high-end one at that,” Christian Prokscha, Managing Director of Northcliff Group said. “We realised that she has unique designs and products, and these will fit quite well into the Indonesian market.”
Thus far, Allysa has been designing and marketing her own products through online channels and private events besides small showcases in select independent luxury boutiques and hotels in international cities and countries including Beverly Hills, Dubai, Abu Dhabi, and recently Indonesia and Singapore. “Our idea of growth consists of two directions for the US market at the moment: one is to go into high-end department stores such as Saks Fifth Avenue, Barneys New York, and Bergdorf Goodman in the next three months, while we strengthen the online and celebrity channels” Christian said. He plans to adopt a similar strategy over time for the Indonesian market with hopes to collaborate with local designers in the future.
This story appears in the November 2018 issue of Indonesia Tatler. For the full story, grab the copy at your nearest newsstand, or subscribe here.