"I'm excited to add new styles and continue to grow the brand."

- Amanda Greeley

thelma success story

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THELMA loafers aims to create uncomplicated essentials that fit the lifestyle of a woman who is quietly aware of who she is and what she likes.

  • Suede women loafers photoshoot
  • Suede women loafers
  • Female model photoshoot with red women loafers
  • White Suede women loafer inspiration
  • White Blue Green Suede women loafers
  • Brown Suede women loafers

The story

Challenge

“THELMA began as a quest to create the perfect modern, feminine take on the loafer. As a lifelong lover of loafers, because they are both practical and polished, I still struggled to find the perfect pair. I wanted to create a pair that added some feminine touches, like a slightly higher block heel and a softly pointed toe, and wanted them to be well-made”.

- Amanda Greeley, USA Amanda Greeley - Thelma founder

Outcome

THELMA loafers are 100% Made in Italy and they are created sourcing the best suede leathers, handmade sewings and a full wood block heel.

Project phases

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Design

Thelma provided a moodboard and high-level sketch. ISM Design Team interpreted the design and created 3 professional sketches for Thelma to review, then finalized on 1 design.

Women loafer initial sketch
Women loafer Professional Design
Women loafer sketch
I was determined to find a maker in Italy because they are not only known for making the most beautiful shoes in the world, but they also produce things ethically.

Prototyping & Sampling

Logo details and specifications were provided by Thelma. ISM worked on the prototype and made the final sample, here shown in suede leather, calfskin biscotto lining and full wood block heels.

https://italianshoemanufacturers.com/wp-content/uploads/Thelma_Prototyping_Polaroid-Img_1-1.jpg
White and Green Women Loafer with custom wood heel
Green Leather loafer product development
The first time I saw a finished final product was absolutely memorable. It's amazing to see something go from an idea to a sketch to an actual item that can be used.

Packaging

ISM took Amanda’s idea of a drawer style shoe box, with fabric pull tab and specified pantone colours to design the packaging and created a rendering, while the dust bag was made in raw canvas.

Custom packaging sketch and design
Customer packaging and red suede women loafer
Custom packaging
ISM helped by producing everything on the promised timeline, they also helped to produce the packaging, which certainly made my life easier.

Production

ISM worked closely with the tannery to source the best Italian leather for bulk production, including a flame red, a rosa pink, and a custom-made forest green colour in suede.

Green Women suede loafer with custom wood heel
Red Women suede loafer with custom wood heel
Women suede loafer with custom wood heel
As a new designer, I appreciated ISM's willingness and openness to both customization and small quantities.

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