Sole sensation: Kathryn Wilson

“Choose a job you love and you will never work a day in your life,” are the words Kathryn Wilson’s mother offered as consistent reminders. Metropol Deputy Editor Nina Tucker catches up with the iconic luxury shoe designer about making that a reality.

Kathryn finds no greater joy than seeing people wear her shoes. Among such giddy moments are others, like when Beyoncé posted to Instagram a photo of Kathryn Wilson shoes for herself and daughter Blue Ivy. A 22-year-old Kathryn would have never believed such a thing to be true. “I started the brand out of a love for the product. It was never the dream to become a household name,” she remembers.

The first to bring a footwear show to the runway at New Zealand Fashion Week in 2010, catapulting her to become our “first lady of footwear”, Kathryn hasn’t strayed far from the catwalk since.

Now mostly philanthropic, such as her affiliation with Breast Cancer Cure, a charity that fundraises to support research thanks to the support of local designers, Kathryn still praises the impact fashion shows have for worthwhile causes, the industry, and her happiness. From scratch to stage, “I love being involved in every aspect. I find the process energising and exciting,” she says. It’s a celebration, Kathryn adds, “the music, models, garments, and styling all give our designs a personality and allow our customers to make joyful memories with our brand.” Hundreds of shoes are donated yearly, too, to in-need causes, as well as support to Ronald McDonald House.

Kathryn is the mind behind some phenomenal campaigns in New Zealand’s fashion industry, including the life-sized shoe box pop-up shop in 2011. Humbly, she explains it’s a team effort each time. “I have learnt a lot of life lessons over the last 21 years in business. One of the most important learnings has been around the importance of surrounding yourself with optimistic, big thinkers who are inspiring and keen to come along on the challenging growth journey with you.” Captivating collaboration is always just around the corner within the Kathryn Wilson team.

Each collection emerges from the brand promise and a desire to create something imaginative and confident. “I wanted to design playful, comfortable, limited-edition shoes that make the wearer feel confident and bring them joy.” There’s no doubt that Kathryn has achieved that, as thousands of local shoppers secure the latest KW shoes season after season or a new capsule collection. “I still feel just as excited and passionate about the growth of the brand but mostly about the customers who have supported and loved our designs for over 20 years,” she smiles.

The aesthetic pivots each year as new ideas become animate, and trend direction influence the colour palette and silhouette selection. No matter the change, “we always bring our concept creations back to the brand values,” Kathryn explains. Inspiration springs across film, travel, movies, music, vintage references, and trend forecasts, before a collection is researched and meticulously crafted. Think visits to leather markets to select trims and accessories, long days in the workroom producing the final sketch, all to become a gorgeous prototype for fitting approvals and sales samples. It needs to be perfect—revolutionary even—to live up to the standard Kathryn has built, and the skills she is passing down. “I get a lot of enjoyment fostering and encouraging our staff to work in their dream industry and chosen career.”

That process is relentlessly cyclical and it all comes down to the season. “Designing, planning, marketing campaigns, photo shoots, catwalk events, managing production and logistics, fittings, quality control,” Kathryn lists responsibilities without a moment to breathe. “Brand partnerships, charity alignment and projects, merchandising retail stores, selling wholesale collections, hosting in-store customer events, overseeing sustainability goals and targets.” It sounds tiring, yet the reality admirably mirrors the advice from her mother all that time ago.

While the fashion industry continues its constant wrestle post-pandemic, Kathryn and her team harnessed the downtime. It was a case of analysing “all parts of the business that are working well or could do with improving,” she explains. Challenging herself and her passions in the business to be more and do more, Kathryn says “it’s important to be open to change and to take advice,” from the industry. With that fire in her ‘sole’, she’s prepared for the economic revival.
There is always sacrifice in business, Kathryn tells me. “Life is busy and full,” and being a mother to two girls is a “privilege.” A family nanny keeps the household running, allowing Kathryn and her husband Liam to escape when their work requires. “I love being a working mum and prioritise my work life when I’m in the office and equally prioritise my children and family when at home.”

In her 20s and 30s, building the brand she dreamed of was an expedition of commitment, risk, relentless energy, and determination. Add that to the list of life lessons, Kathryn says she gives a lot more to finding balance now, scheduling weekly downtime sessions “so that I make time for me, my family, and my friends.”

Think puzzles, home baking, and long beach walks – with no schedule at all. That’s life at the family bach in the Coromandel, where Kathryn, Liam and the children get away to on weekends. During the week, she squeezes in time at Pilates with her girlfriends, morning walks with the dog, and as much family time as one can fit.

Branching into accessories and brands to cater for new aesthetics, Kathryn is pulling at her creative strings to metamorphose her brand into a “full circle shopping experience”. With silk and cashmere garments, leather apparel and accessories, jewellery and fragrance, “watch this space,” she says.