Penelope Chilvers: I create for busy women
Penelope Chilvers makes shoes for "intelligent women on the go".
The footwear designer is big news in England and has even adorned the feet of Britain's Duchess of Cambridge.
When it comes to her creations, the fashion star knows exactly what kind of female she has in mind.
"We really are a cross-generational brand and our celebrity fans range from rock to royalty," she explained to Vogue.co.uk.
"Alexa Chung has been wearing my designs for many seasons - you can often see her sitting front row at London Fashion Week wearing my velvet slippers - and other celebrity fans include the Duchess of Cambridge, Rihanna and Cate Blanchett to name a few.
"My ambassadors are all intelligent women who are always on the go, and I still get a thrill when I see someone wearing my designs walking down the street or at the airport in security queue. I do spend a lot of time in airports."
Penelope used to work as an interiors designer in Barcelona. While on the hunt for the perfect riding boots in Spain, she realised she had an eye for footwear. As soon as she returned to London, UK, all her friends wanted to get their hands on a pair, which she'd commissioned.
Even now she has an established brand, the fashion star remains flexible and carefree.
"Our logo incorporates a little man with his head literally thrown up into the air," she grinned. "I drew it as a logo for my business card when I was in Barcelona. It's my symbol for the design process. Everything is up in the air - creativity starts when you let go."