By Nicole Plonski
Cinderella somehow manages to meet her Prince Charming, dance the night away, deceive her evil stepsisters and run down a very long flight of stairs in glass slippers – but it is nearly impossible for most women to comfortably step out of their apartment in heels.
Where is our Fairy Godmother? Why is she ignoring our desperate cries for help?
The app True Gault, a New York-based shoe start up, is proving that they are the real life adaptation of Cinderella’s Fairy Godmother, replacing “Bibbidi-Bobbidi-Boo” with a 3D patented imaging technology that is able to scan a user’s feet after they take a photo to create a pair of heels of a truly perfect fit. All necessary information is measured by the iPhone’s camera and a serial number is developed to serve as the custom size.
The company was founded by Sandra Gault, who has previously worked at major companies like Kodak and IBM. Nina Garcia, the fashion director of Marie Claire magazine and judge on popular television show “Project Runway” has been advising the team along the way. Their mission is to redefine the relationship between a woman and her heels. Size does not always match up with fit, largely because sizes lose their accuracy between different brands. In addition, no two feet are exactly the same – even if they belong to the same person. For these reasons owning a pair of heels that came equipped with both comfort and style has always been harder than it should have had to be.
True Gault personalized footwear ranges from $250 to $350 per pair. Once technology has tailored the shoe, the user designs it to their liking, choosing from over 20 different styles and 70 leathers and fabrics. Heel height and color are also a customizable option. The shoes are then handmade of the finest European fabrics in Spain and delivered within 4 weeks. If for some reason there is something wrong with the fit once the shoes have been received, “shoe-ologists” will remake them at no additional cost.The app has officially tapped into the mass customization trend, available now in the US and Canada. It is bringing an interactive element to the shoe shopping experience to make it anything but traditional, hopefully gaining the attention of many.
Who needs a Prince Charming when you have a shoe that is just as magical?
Oh, how I love happy endings.