Zvelle Designs Footwear and Handbags for the Global Citizen
Great shoes are the accessories that tie an outfit together. Finding a chic, practical bag to match can be difficult and expensive anywhere in the world.
AyoubZadeh couldn’t relate to societal images and were “sick of the women were portrayed in fashion.” She felt a calling after observing international fashion brands didn’t know how to talk to different cultures.
Elle AyoubZadeh had this in mind when she envisioned a lifestyle brand for the global woman, and in 2015, her vision materialized into Zvelle. Inspired by AyoubZdeh’s experiences living in Dubai, New Zealand, Canada, and more, the Toronto-based company creates luxury products at attainable price points.
It started with women’s shoes that don’t fall into season-to-season trends. The minimalistic designs are free from loud embellishments and heavy-handed branding, and her shoes have been worn by celebrities like Heidi Klum, Bella Hadid, and Chloe Grace Moretz, to name a few.
Recently, Zvelle added three styles of handbags. Named “Forough”, “Ray” and “Aroha”, they pay homage to her kiwi roots and the signature design features an upside-down heart symbol, also the number five in Persian.
Although handbags were a natural extension of the brand, AyoubZadeh felt there weren’t any bags on the market doing what she wanted them to do—luxury bags were already heavy before putting her belongings inside.
“I wanted to design a handbag that doesn’t feel like you’re holding it,” says AyoubZadeh. Curated by artisans in Italy, the purses are the essence of quality over quantity. One of the most notable features of the purses are pockets as deep as the bag itself—a characteristic every woman dealing with small pockets can benefit from.
Each item has high-quality materials sourced for longevity and is accompanied by a reusable canvas tote bag big enough to fit a shoebox (and then some), utilizing a sustainable approach.
Zvelle aims to create timeless pieces “for global citizens enriched by all cultures and connected to all people,” to be enjoyed for several years. Also, their #GlobalCitizenry mission enhances the world through connecting and celebrating culture—including their “In Conversation” series with female industry professionals.
AyoubZadeh says she wants the women who wear her brand to “feel confident and I want them to feel that they can move through the world in their unique way. We’re not a brand that likes to prescribe products to people.”
Since Zvelle can only be purchased through their website and popups, customers gain more value. AyoubZadeh adds they don’t use the word diverse. Rather, it shows through their actions and image. “As long as we do that, and we positively impact and move this conversation forward through our story to our products, we’re doing our job.”