Over the last five years, more than five homegrown footwear brands have sprung up, providing ladies here with more choices for chic footwear that’s easy on the wallet. Brands like Pazzion, Heatwave Shoes, URS & Inc and Substance are among the more than 10 homegrown brands that offer ladies shoes that range from mass market appeal to mid-range affordable luxury.

Veteran shoe label Substance, which started in 1998, has grown to more than 20 stores in countries like Thailand, Singapore, Philippines, China, the UK and Europe. Company director James Suen lets on that despite the stiff competition in the market here, the brand still commands brisk sales. “It is something that I have to accept as part and parcel of business. We just have to work harder at getting great designs out there with even better quality.

One shopper that is happy with the sheer number of local shoe brands popping up here is finance manager Melissa Lee. This self-confessed shoe fanatic owns more than 50 pairs of shoes and admits that it “is still growing.” Despite being a fan of designer brands like Jimmy Choo and Giuseppe Zanotti, Lee will not hesitate to shell out money for local brands because “they’re much better designed and the quality is comparable to other international shoe brands of the same stature,” she says. “It’s not a bad thing to support local labels as well.”

Barely six months old, Stile is a hit among ladies that like the label’s bold and versatile aesthetic. “Anyone that owns a pair of our shoes will not need to think of how to mix and match as our product attributes across different categories and are versatile enough to match any wardrobe,” enthuses general manager Gwen Tan. Besides stocking international labels, shoe boutique Her Glass Slipper is also coveted for its in-house label Her Glass Slipper Signature and Luxury collections. Co-owner Adrian Thoo tells us that unlike other local affordable shoes chains here, Her Glass Slipper targets the well-heeled crowd given the prices that it commands. The prices of the signature collection range from $129 while the luxury collection is anywhere between $259 and $359. “We just want to provide luxury for any occasion and make everyone’s shoe fantasies come true!” enthuses Thoo.

Get both feet in at these places:

Heatwave Shoes This local label started out in Lucky Plaza more than 10 years ago, and has since carved a niche for itself with its affordable and comfortable brand of footwear. #03-31, 15 Far East Plaza, 14 Scotts Rd., 6736-2840.

Her Glass Slipper Besides offering mid to high range brands like Alegria, Repetto and Fabio Rusconi, Her Glass Slipper also carries its highly desirable, eponymous Signature and Luxury collections. #02-26 Chevron House, 30 Raffles Plc., 6438-0211.

Stile Started last December by entreprenuer Davis Tan, the brand offers mid-range ladies footwear staples in quality materials. #03-05/06, 313@somerset, 313 Orchard Rd., 6341-9957.

Substance Who would have thought that defunct band New Order would have inspired James Suen to start a line of shoes which have been going on strong more than 10 years? “I thought the name would fit my new shoe label perfectly,” Suen quips. Today, the brand boasts chic designs fresh off the runway with new stocks coming in every two weeks. #02-24 Wheelock Place, 501 Orchard Rd., 6836-0111.