About Us


We who are the founders of HEELOW are friends Anna and Ida who have known each other for the past ten years.

The idea for HEELOW was born in 2011 when Ida was getting married. She was looking for a pair of nice shoes without a heel and realized the range was somewhat limited. When Anna started to plan her wedding three years later we noticed that there still wasn’t a strong brand for party shoes without a heel in the Swedish market. One SMS later the decision was made and two weeks later the company and brand were registered and headquarters established in Ida’s home in Stockholm, Sweden. The rest is, as they say, history.

Our idea and vision is to create nice party shoes with low heels so you can have as much fun as you want without having to think about sore feet or a tired back. Our thought is also that the shoes should not only be used at the wedding or party, but also together with a stylish everyday outfit. It is also the perfect shoe to change into! We manufacture our shoes in Portugal and work closely with the factory to be able to guarantee that the shoes are as stylish, comfortable and exclusive as possible. The shoes are generally manufactured in sizes 36-42, however some models we have also chosen to manufacture in sizes 35 and 43.

We met each other when we studied at Uppsala University and today we are both lawyers who work in the Stockholm real estate industry. HEELOW is our sideline that we pursue with great passion! Please contact us if you have any questions about our shoes or our company.