Humbly starting with handbags, Kornkanok Sawangruamchok has been producing fashion accessories since she was a senior at Chulalongkorn University's Faculty of Commerce and Accountancy.
Lady Violet, Lady Eliza and Lady Alice Manners.
Over 23 years, the entrepreneur has established SHU as a lifestyle brand with a variety of fashion products, notably footwear, and expanded retailing to 22 locations nationwide.
"It has been a long journey of ups and downs. We just kept on making quality shoes without dreaming big. A rebranding, however, made us more ambitious in becoming a global brand," said Kornkanok.
Her vision is expressed in the company's name SHU Global, whose latest collaboration with British nobility will further build an international reputation.
"We are honoured to collaborate with the Manners sisters, named the coolest royals by Vogue magazine, for a new collection," said SHU Global CEO. "Our aspiration is to infuse their fashion sensibilities into SHU's contemporary designs. Their distinct styles are expressed through three models that epitomise our Practical, Elegance and Comfort concept."
Daughters of the 11th Duke and Duchess of Rutland, Lady Violet, Lady Alice and Lady Eliza captivate attention with their sumptuous lifestyles and online presence.
SHU Global founder and CEO Kornkanok Sawangruamchok.
The aristocratic fashion icons front the SHU x The Manners campaign, whose images are shot in lavish rooms of their home, Belvoir Castle in Leicestershire.
Moreover, they actually co-designed The Royal Ladies Collection in British Style while ensuring the wearability of their eponymous model.
The style of the eldest Lady Violet is illustrated by reinterpretations of Celeb Heels in matte black lambskin, multi-white or multi-navy tweed, adorned with a ribbon bow centred by a peacock -- an emblem of the Manners family.
With a 5cm heel, the pointed-toe slingback shoes feature signature Comfy Pad and Palette Soft technologies as well as a lambskin lining.
"In fear of discomfort, many women shy away from pointed-toe shoes. I encourage them to experience the Lady Violet model and discover how they can comfortably wear this design, which elegantly lengthens the feet," said Kornkanok.
Sofy Slim Slingback Lady Alice is also crafted from lambskin in black or two-tone of black with nude or brown. Also under the Elite Leather category, three versions of the Sofy Sofa Lady Eliza are in burgundy, green or navy-blue lambskin with the toe cap in black.
Both boast a golden peacock insignia with open-worked details on the toe box.
Functionally, the 5mm outsole absorbs shock when walking thanks to Sofashu technology. The insole of the Lady Eliza model is enhanced with Sofa Tech for extra comfort.
Having suffered from an ankle injury, Kornkanok created her own solution to support self-healing. This led to product development and innovation for the award-winning Sofashoes that fuelled the growth of SHU Global.
"When you can lounge your feet on Sofashoes, you don't want to take them off. This made our footwear synonymous with comfort, which is not compromised for even fashionable models," she said.
Shu X The Manners Lady Eliza and Lady Alice models.
The Lady Alice.
