When my five-year-old daughter saw Lelli Kelly shoes on sale recently, her eyes nearly popped out of her head. And it would seem she's not alone. Girls are making a beeline for the glitter-laden summer collection, which come with a toy mobile phone and other accessories, says Michelle Kirwan, owner of Ruby Shoes in Kilcullen, Co Kildare.
"The little girls are in their element. They jump up and down outside the window of the shop when they see them," she says. "There's no work involved in selling them."
Parents may be less dazzled by the €50 to €55 price tag, but on the upside, the shoes are machine-washable and the velcro straps are practical for smaller children. The current size range suits toddlers to 12-year-olds, but an adult collection is in the pipeline, says Kirwan, whose boutique also stocks shoes and bags fit for grown-up princesses. See www.rubyshoes.ie.
Claire O'Connell