Corona crisis made fashion business recalculate • Every week we will host a different brand • This time: Get to know the shoes that came from Spain

Brand: Ballerina items

The location: Three branches, in Ramat Aviv Mall, TLV in Tel Aviv and in Jerusalem and online anyway.

Owner: Noa Adler Thorne. 

"I was exposed to a brand in London. There was a burgundy curtain and there was a mini shop of ballerina items. I didn't realize it was a brand in itself and I didn't think to ask," says Adler Thorne. "I am a shoe designer and I did not have my shoes in the store. I came back to Israel and told myself that I had to bring them to Israel, sent them an email and wrote that I was never marketing, they answered me and told me the story of the company. I replied that I am also a third generation country card company Greeting and other things and the rest of the history.



"It's a brand for fascist women who understand style and quality. The store has classic shoes, with the creative team building the collection incorporating a lot of trends," she says. "We choose the collections and there are models that are unique to the country because of our choice. They have countless textiles, skins and peppers, and you can make all the connections we want. The policy is to bring a lot of models and just about every model because it is a boutique brand. One, at first it was uncomfortable for them to run out of models quickly and today they appreciate it. They understand that if they like the model, they should buy it because it won't come back. " 

"The shoes are very feminine, high-quality and comfortable that fits 24 hours a day. You can go out with them in the morning and go with them to the event. We also have high heels, but the ballerinas are the majority in the collection. In the summer collection we have sandals, clogs, moccasins and sneakers. Boots, boots, moccasins and high heels too. A lot of brides buy us because they say they want comfortable shoes. " 

How much did the Corona crisis affect you?

"Our stores are inactive. We have 11 employees and we took the workers out of the US, except for two facts that remained for our site. This crisis has hurt us very much. Customers buy online but it is not a product that is trivial to online. We will end the year at a loss, the question of how much. I don't know what I'll do with all the stuff. When we return to activity we will see the full and decide. We will probably have to lower prices before the sailors and have to deal with it. " 

"Vendor is one of the hardest things to live with. It says in the scriptures - there is no joy in allowing doubts. Living with this uncertainty is a situation that is not easy for anyone. We will have to deal with many things and we hope there will be assistance."

Are you afraid of collapse?

"These are thoughts that if I were there, they would lead to the wrong places. I think words and thought have power. I'm doing the maximum now. We're continuing our Instagram and Facebook campaigns, trying to cut expenses. If we pay the same amounts it won't work, even buying collections for the winter It's a bottomless pit. " 

You are considered a cheap brand, the prices of ballerinas range from NIS 750 to 1,390. Do you think that after the crisis people will continue to buy luxury brands?

"We women love shoes like Carrie Bradshaw's character from Sex and the City. Women appreciate the brand. We found that buying online is also a more complex product to buy and there are not many returns. Coco Chanel said 'you are most beautiful when you are comfortable' when they informed the women of France to remove the choking corset. It has long been legitimate to walk with flat shoes, even on the red carpet. "