Footwear Brand Launches Inspiring ‘In Your Shoes’ Initiative to Support Mental Health During Coronavirus

Online designer shoe brand, Cocorose London, has developed an uplifting and positive response to the challenges set by coronavirus, adopting a customer-centric approach inspired by customers’ own reactions to a heartfelt blog that its owner, Janan Leo, posted on March 15.

In that blog, Janan shared her own feelings about the situation which the UK and the wider world faces, evoking a response of extreme gratitude from customers who were pleased to discover that their worries and feelings were mirrored by others.  

Janan admits she penned her blog after having a panic attack because she had allowed her fears to take over.  At that moment, she realised the negative impact the virus is having on mental health but also saw, thanks to the reactions to her blog, how her brand has the ability to support women perhaps in need of a good listener and sounding-board.

Just a couple of months ago, Cocorose London – a comfort-driven ballerina, flats and trainers brand coming up to its 13th year and the inventors of the concept of the foldable shoe – created an initiative called In Your Shoes, whereby they would profile their customers and share their stories. It started as a bit of fun to hear about their Cocorosers’ favourite shoes and their daily lives in general.

However, Janan has since evolved her concept and given it deeper meaning, as she realised what a wonderful support network it provides by giving customers a platform to voice their feelings about the current-day situation.  

The brand appeals to two main demographic groups by age bracket, so women opening up about their thoughts should be able to find some support from other Cocorosers, whether they are late-20s and 30-something mums or the mothers of women in that age group.

‘In Your Shoes’ is, in effect, ‘In My Shoes’, as every story is personal and relates to how an individual is feeling, on the day in question.  By getting the individual’s permission to share their thoughts and feelings, Cocorose London hopes to make it a case of ‘In Our Shoes’, as people discover they are experiencing exactly the same emotions as others and are not alone, and as those reading it respond with kindness, understanding and empathy.

In addition, Janan has also reached out to the wider Cocorose Family through Cocorose London’s newsletter, to ensure that should any customer be anxious or feel the need to chat, then they must just pick up the telephone and call. This openness has had a very warm and heart-felt response, with customers commenting on how they appreciate the personal touch and support.

Janan Leo says: “We have worked hard over the past 12 years to build a brand that supports women who want to choose their footwear without any pressure from others.  We are so thankful that our customers are so incredibly loyal, and we continue to hear from them on a daily basis as to how thankful they are that we provide them with designer, flat shoe choices that enable them to be fashionable but also pain-free.  They have supported our journey, with many being part of our Rosebuds loyalty scheme. We have always seen ourselves as a Cocorose Family and now, more than ever before, it’s so important to provide a network of emotional support and hopefully glimmers of positivity in what can only be described as worrying times.

“Anyone is welcome to join us and express how it feels to be in their shoes right now, even if they are not Cocorose customers and are just responding on Instagram or Facebook to other people’s comments.  We just want to strengthen the resolve of our female community and help each other out, day by day.”

Being part of this is very easy.  Blog posts by women describing how it feels to be in their shoes, have and will continue to be uploaded online at www.cocoroselondon.com with their thoughts also posted on Cocorose London’s Instagram and Facebook pages.  Comments will be left open, for responses to the individual’s personal situation and worries.  Janan will also continue to share her emotions to help inspire others, and as a Cocorose Family, they will try to support the amazing women who have supported its growth.

“If we can stay positive, we may be able to fight this battle more effectively,” says Janan.  “We need to channel our inner strength, not just for our own sake, but to help others cope with what they are experiencing. I have every confidence that our brilliant Cocorosers can do that.”

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Editors notes

Cocorose London is a brand making exquisite flat ballet pumps, sandals, boots, loafers and trainers, all coming with exceptional levels of comfort due to the features built in to them, the leathers and textiles used and handcrafting at every stage. Some are also hybrid shoes, which fold, if required, so they can be carried in a zipped purse and worn when the feet need a little luxury.