The COVID-19 pandemic has wreaked havoc to the fashion industry and the careers within it.
This is the story of Cherrichella founder Ross Phelan who lost his job at the start of the pandemic and had to reschedule his wedding plans twice.
That's when Phelan, who has worked in the footwear industry for 15 years with brands like The Iconic, Munro Footwear Group and Anthropologie, decided to start his own footwear label Cherrichella.
The vegan-friendly label aims to provide women with affordable, on-trend footwear that is comfortable and made from quality materials.
Phelan said that he is excited to control the aesthetic of the brand.
"Having worked with some fabulous brands in the past, it’s great to be in control of the look and feel of this collection.
"Here was an opportunity to give customers more.
"Not everyone can afford designer brands, so why can’t we offer classy, trendsetting shoes with an affordable price tag?" he said.
The brand also has the environment on its mind, with each pair packed into recycled packaging and sent to customers using a carbon neutral shipping partner.
This is further demonstrated by its partnership with I=Change, with Cherrichella customers able to donate to either Greening Australia or the Fred Hollows Foundation.
Cherrichella's first collection is online now and spans heels and mules.
Each pair in the collection retails for $119.95.