Success as much about hearts as soles

Tod's shoes, in many different colors and styles, are a favored weekend footwear. Photos Provided to China Daily

People here are intrigued by the story of how Della Valle virtually single-handedly turned the humble moccasin-style shoe into a sought-after luxury item.

It began with a simple pair of shoddily-made driving shoes, picked up many years ago, when Della Valle spent time in the United States. He showed them to his father, a master shoemaker, suggesting that the style might be the template for a luxury casual shoe, one that could be worn for driving, around the house, or at soirees.

Della Valle senior, at first skeptical, warmed to the idea, and went to work, selecting the best and softest leather, added studs to the shoe sole, which would enable better traction when using the accelerator, clutch and brake pedals. It was the perfect high-end foot-cladding for people driving racy Italian vehicles, such as Ferraris, Lamborghinis and Bugattis - and people who aspired to be owners.

It ultimately became much more than just a driving shoe. The Tod's shoe, known as the Gommino, became the favored weekend footwear of affluent people worldwide, incredibly comfortable to wear and also a fashion item that was also instantly identifiable as Italian made, stylish and expensive.

It is now available in many different colors and styles - along with women's versions - but the Gommino basics remain the same: high-quality leather, a comfy fit and a flat, studded sole.

The Tod's brand has major expansion plans in China, but Della Valle stresses that the company will not be here, there and everywhere. The plan is to emphasize that Tod's is an exclusive brand for discerning women who prefer discreet logos and quality to bling-bling.

He says: "I respect Chinese women a lot. They are intelligent with strong personalities. I think they are women who, at home, guide the family but, at the same time, want to buy a lot of products, especially the big brands. For us it is perfect!"

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