Putting sole back into city

DARING FEET: Gaye Dawson’s goal at Queen of Sole (Level 1 Shop 22 Market Square) is to provide ladies of Newcastle looking for point of difference from the major shoe retailers an elegant range of on-trend choices.Advertising FeatureGaye Dawson isbringingthe sole back to Newcastle with hershoeshopQueen of Sole, located in Hunter Street Mall.

A women-only boutique targetingladies30-60,Ms Dawson offers fashion, comfort and shoes with a point of difference for ladieswanting more choice.

All brands are hand selected fromdomestic and international wholesalers, from countries like Brazil, Spain, Portugal and Italy, drawing on Gaye’sextensive industry experience, knowledge,taste and passion.

You can “heel your sole’’ with such beautiful shoes asMiss Mooz,Django and Juliette, Eos, Mollini, Top End, Effegie, Frankie 4 Comfort (a podiatrist-designed shoe), ValeriaGrossi.Come next summer she’ll be addingnew brands such as Silent D, Inuovo,Brazilio,Isabella and Hinako.

“We are really on trend with European styling,” Ms Dawson said.“I stock shoes with fashion edge and a point of difference to what the major retailers offer.Theyreflect my tastes and those of my targetmarket–ladies of Newcastle between the ages of30 and 60.My goal is toprovide themwithan extensive range of brands, a choice of on-trend fashion, comfort and styling which has not been offered in the inner city in recent years.”

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Queen of SoleCustomers can expect first-class servicefrom lovely staff Catriona and Anne Marie.

“Most clients have their tastes and style,” Ms Dawson said.“I’m good at making suggestions. A lady might be hesitant with a product. But if they try it on, they see how great it looks.

“I’m also sensitive to anyproblem areas with feet, taking all the littlethings into consideration to ensure the customer is comfortable and satisfied.”

Ms Dawson opened Queen of Sole on January 13 this year after recognising a niche opportunity.

“When DJs pulled out,most of the retailers supplying the ladiesmarket went with them,” Ms Dawson said.“My goal is to fill that gap.”

Queen of Sole is located on Level 1 at Market Square wheresix like-minded businesses have opened in the last three months creating a fantastic precinct to shop.

“The inner city is transitioning,” Ms Dawson said.“Temporary businesses are being replaced by permanents.Everyone is socomplimentary about my decor and range. Word of mouth has been fantastic.”

Queen of Sole is open 10am-4pm Monday and Tuesday, 10.30am-4pm Wednesday to Friday and 10am-3pm on Saturday.Customers can keep track of new arrivals on Instagram at #queenofsolenewcastle.

A summer clearance is currently running with 30-50% offselected styles. There is also a 10 per cent off voucher promotionfor new customers who mention this add, andan ongoingloyalty program.

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