Aussie entrepreneur sick of aching feet in the corporate world, reinvented the high heel and is on track to hit 7 figures.

WORDS: Ocean Road Editorial Staff PHOTOGRAPHY Supplied

An Australian entrepreneur tired of aching feet in the corporate world has transformed a common fashion frustration into a six figure footwear brand.

It’s an age-old dilemma in the realm of women’s footwear- look fashionable and put up with blisters and aching feet? Or slip into some orthotic sneakers and sacrifice the style.

For corporate professional Lili Thomas, it was a daily struggle.

“I wore heels every single day as part of my work attire. I loved the look of them, and wore them day in day out, but they were never comfortable,” Lili said.

“One night I was at my niece’s 21^st birthday and while I felt like I looked amazing, my feet were absolutely killing me.”

Determined to find a pair of truly comfortable high heels, Lili tried on numerous brands but couldn’t find anything that ticked the boxes.

So she grabbed a notepad and pencil and started sketching her ideas.

“I’m not a shoe designer, but I am a customer. I sat down with some pairs of heels and sneakers and looked at how I could create a shoe that was stunning but able to be worn comfortably all day,” she said.

Inspired by the comfort of her favourite walking shoes and allure of fashion-forward heels, Lili created Luminous Assembly – a range of heels that women could wear without counting down the seconds until they could take them off.

The shoes feature a memory foam insole and arch support,  and are crafted from quality leather.

Most styles have adjustable straps, making them ideal for a variety of foot widths- no cramped toes or slipping heels.

Some designs also incorporate a cleverly hidden platform to offset heel height and reduce pressure on the forefoot.

Lili launched Luminous Assembly in 2020 with two styles and today boasts an impressive catalogue of 18 different styles.

The shoes are available in classic colourways like nude, black and white as well as brights including, hot pink, yellow, teal, plum and even leopard print.

And while other heel brands that prioritise comfort sacrifice height, Lili was determined not compromise.

“I was really looking for a true ‘high’ heel. That’s what I was wearing every day. It was a long process of sampling, making sure the shoes fit perfectly and eventually I knew I had made the perfect shoe.”

And it’s not just Lili saying it.

With hundreds of five-star reviews and sell out styles, some customers have even said Luminous Assembly shoes are more comfortable than their sneakers.

“I literally wore my Luminous Assembly shoes for a day out to the cricket. They are the only heels I wear now,” Lili said.

She started in her garage, packing and posting every pair of shoes individually.

Two years ago, Lili had grown the brand to a point where she could quit her corporate job and pursue her ‘side hustle’ fulltime.

Now, Luminous Assembly has made more than $750,000 in annual revenue and is on track to reach $1 million over the next 12 months.

“It was a slow burn but I am so proud of where we are and how we’ve grown, all while bootstrapping the company,” she said.

“I’m now looking at wholesale and securing stockists and plan to go global. I’ve been playing it safe but now I am ready to grow exponentially.”

For more information visit https://www.luminousassembly.com.au/