Life Needs Lemons

José Pinto is an influential figure in the international shoe business. Many brands rely on the soles and components manufactured in his production plant. The Lemon Jelly brand is his baby.

Singing in the rain: Lemon Jelly stands for fun on your feet.

Lemon Jelly. LIFE NEEDS LEMONS!

Cheerful, positive, and life-affirming - Lemon Jelly is the creation of José Pinto, who ennobled his Portuguese shoe sole manufacturing company by launching the aforementioned brand. The recipe is simple: designs that bring a smile to your lips, buckets of creativity, and the scent of lemons. Text: Martina Müllner-Seybold. Photos: Lemon Jelly

Your company enjoys a long history in terms of producing shoe components. How did the launch of a brand come about in 2013?

After 40 years in the footwear business - designing and producing soles for the world - we decided it was time to sell a product as we imagine it. After five years of hard work and passion, we made our dream a reality. Lemon Jelly is a brand that is designed and produced 100% in Portugal.

Portugal is a popular production country. Today, pioneers such as Lemon Jelly are using their know-how and creativity for their own brands. Is Portugal reinventing itself right before our very eyes?

The footwear industry of Portugal has managed to reinvent itself while retaining its know-how in the country. Unlike in other countries, the industry never gave up, which is why we are stronger than ever today. The hard work of an entire industry - or even country - has attracted international attention. This helps in terms of reinforcing the quality, innovation level, and creativity of Portuguese products. We need to take advantage of this hype and prove what we stand for.

Lemon Jelly is fun, colourful, and vivacious. You paint a very positive image. Please explain your strategy…

We always have the women who wear Lemon Jelly in mind: urban, independent women who have a natural sex appeal. They are happy and glamorous. Sometimes they are a little irreverent, but they have nothing to prove. These women are from all over the world, of every race, of all political persuasions, and of all religions. They are women who love life! We target these women, because they reflect how we feel as a company. That’s how we see the world and that’s what we stand for. We are proud of all the hard work it takes to make this brand come alive.

You serve 500 points of sale in 35 countries. What are your plans in terms of growth?

We expect continual double-digit growth in both existing and new markets.

Will you continue to rely on the retail trade, maybe even your own retail operations? Why are stationary retailers so essential for brand building?

Stationary retailers are indeed essential. Maybe one day we will have our own stores? We really love the retail trade, but it is not our aim to establish a global retail network. We strive to offer consumers an exquisite experience. Strategically speaking, a strong network of multi-brand retailers is our top priority. It should consist of hand-picked partners who share our vision of Lemon Jelly and enable us to be close to our customers.

Will you stick to shoes only?

We love celebrating iconic footwear styles by immortalising them in plastic. Our brand is only five years old, yet we have achieved so much. We have a young creative team with many ideas and we have loads of surprises in store for the upcoming seasons!

How does one communicate brand values today?

Our most important USPs are quality, innovation, and creativity. These aspects are reflected in our products, as well as in our young, cheeky communication concept. Strategically, we utilise new media channels, events, and our website to communicate our values.

What treats can you offer the retail trade?

We offer a pre-order service, for example. We also allow retailers to re-order and exchange goods during the season. In addition, we can supply them with special styles. We take partnerships and close cooperation very seriously. www.lemonjelly.com