Romanian entrepreneur Paula Negrea, former fashion director of local online retailer eMag, has decided to open her own online shop. She invested EUR 20,000 in lumealapicioare.ro (which roughly translates as theworldatyourfeet.ro), an online platform that sells custom-made women’s shoes under her own brand, Password | Lumea la Picioare.

The models are a mix between trendy/statement and iconic/classic, designed for different profiles of women, from party aficionados and candy girls to 24/7 business ladies and amazing moms. The shoes are handmade in Romania, in the workshops of local artisans.

Paula Negrea has been working in the online sector for eight years, gaining experience in ecommerce, business design, performance marketing, social media, and journalism. Before joining eMag’s team, she worked for TinaR and wrote for Tabu and Esquire magazines. Nowadays, she is a consultant and board advisor for local and international fashion stores.

Fashion blogger Cristina Feather does product design & styling, local agency PQB did the branding & web design, and Horia Stan is in charge of photography for the project.