Paris-based shoe brand Jude has emerged as a contender in the competitive footwear market, gaining attention through strategic partnerships and celebrity sightings ahead of its official website launch.
Paris-based shoe brand Jude is making a notable impact in the highly competitive footwear market, leveraging strategic partnerships and celebrity endorsements even before its official website launch. Founded by Jurgita Dileviciute and Denitsa Bumbarova, Jude’s journey began less than a year ago, but it has already attracted significant attention from fashion-forward consumers and retailers alike.
The brand first captured the spotlight during fashion weeks last fall, where prominent figures such as Nicole Kidman and Tracee Ellis Ross were seen wearing Jude’s heels. By that time, Jude’s website was still a month away from launching, indicating a unique branding approach that emphasizes visibility and desirability. “Having quite amazing women wear us, like Nicole Kidman and Kim Kardashian — with the shoes very visible — really helped create that little bit of buzz,” Bumbarova remarked.
The opportunity for exposure was not limited to high-profile events; Jude received further traction when their “Fame” pump was featured in a cover story for the Financial Times’ “How To Spend It,” worn by Kim Kardashian. Similarly, Tracee Ellis Ross showcased the brand’s Date mule on her social media platforms, which contributed to a surge in interest and pre-orders leading up to the website’s launch in November. “On the launch date [of the site], that shoe performed very, very well,” Dileviciute noted.
Dileviciute holds a background in footwear and accessories developed over more than a decade, while Bumbarova was previously the creative director of By Far, a successful footwear brand. Their collaboration stems from a shared vision for innovative designs that cater to a savvy and discerning customer base. They intend for Jude’s offerings to reflect sophistication and practicality, emphasizing the idea that “women empower themselves” rather than relying on brands to provide that empowerment.
The duo has made a conscious decision to create classic staples that deviate from typical basics. Their focus on custom-designed toe shapes and heels reflects an ambition to produce footwear that is both stylish and unique. This distinct design ethos has been articulated by Bumbarova, stating, “Our point of view is to have a brand that is very reliable for women [with] detailing, not be repetitive.”
The company’s pricing strategy also reflects a balance of accessibility and luxury, with heeled styles averaging around 590 euros. Basic models and flats start at approximately 300 euros, while more intricate designs may exceed 850 euros. Bumbarova explained, “We would like to satisfy our creativity and have something special, allowing ourselves to reach for [higher] prices for something more interesting.”
As Jude embarks on its second collection, the brand has already gained traction in a variety of retail environments, including high-end concept stores across the U.S. and Japan. Its first season saw partnerships with retailers like The Webster, and future plans include distribution at renowned outlets like Selfridges and Luisa Via Roma. For fall 2025, Jude plans to introduce a selection of “perfect neutral shades” available in a range of materials.
Looking ahead, both Dileviciute and Bumbarova are committed to a sustainable growth strategy, aiming to control production rates and avoid overextension. “We want our customer to find us little by little, not just have our [shoes] hanging everywhere, so we’re not rushing – we’re not greedy,” Bumbarova affirmed, encapsulating their vision for the future of Jude. By maintaining a deliberate pace, Jude hopes to build its reputation slowly while emphasizing quality over quantity.
Source: Noah Wire Services
