A look inside bespoke shoe designer’s new Norwich store

Acclaimed shoe designer Milly J has reopened her unique shop in a new city location.

Emily Jupp, also known as Milly J, has relocated her business from St Benedict's Street to a new premises at 12 Tombland.

Ms Jupp, who launched her business back in 2012, said: 'We just moved about two weeks ago and it was a really wonderful move. We moved from St Benedict's Street which is obviously very arty and fantastic, but to move to Tombland is a whole different ball game.

'It's just so expansive, the window and the light is beautiful and funnily enough compared to St Benedict's Street you can really see the details of the shoes much better as well.'

Ms Jupp originally trained as an actor and classical singer but has been passionate about shoes from a young age.

She explained the loss of her brother, who was an artist, was one of the things that prompted her to pursue shoe design, saying: 'I wanted to create something and give something back.'

The Norwich-based shoe business, which began as a hobby, is now well established with Ms Jupp receiving a number of prestigious design awards in recent years, including Footwear Designer of the Year in The Footwear Industry Awards 2015 and Archant and Marry in Norfolk's Wedding Innovation Award in 2018.

The successful designer said that her shop offers shoe seekers a quality bespoke product that is entirely suited to their specification.

'The shoes are completely catered to the customers, whether it's matching to a wedding bouquet or a something bonkers, the sky's the limit.'

Ms Jupp said that she hopes to continue building on her reputation for innovative and custom designs.

'I think it's really important to cement that reputation for what you do so we hope to carry on that way, building on the consultations and the reputation with the bridal side, the shoe clips but also the event wear shoes as well.'

The new opening times for the relocated store are Wednesday to Friday 11am – 6pm, and Saturday 10am – 5pm.