Name:  Angel (Amazing) Smith

Company: Shoe Lagoon Ltd (www.shoelagoon.com)

Crème Magazine: How did you get your start in the business?

Angel Smith: Around seven years ago, I had a friend that used to have a shop which stocked wholesale shoes, I used to go to the wholesale place with her and buy the shoes as well. Then I took them and sold them to friends, family and it just grew and grew.

Crème Magazine: What inspired you to launch Shoe Lagoon?

Angel Smith: When looking at the wholesale items I used to think to myself "I have better designs in my head than this" and that's where it started.  Eventually I found a factory to work with me on my own concepts and create my very, special range. 

Crème Magazine: Why did you choose the name Shoe Lagoon?

Angel Smith: Lagoons are usually tranquil relaxing places. I wanted to take the stress out of shoe shopping and create a paradise for shoes.

Crème Magazine: What types of shoes do you carry?

Angel Smith: My shoes are for occasions, weddings, parties, red carpet events, dinner dates or special nights out. It’s quite a pretty collection which is growing.

Crème Magazine: What is a day in the life of your world?

Angel Smith: No two days are the same so I can’t point out a typical day [but] it usually starts at around 6am with a spot of stretching and yoga to clean inside my mind, followed by a cup of lemon in hot water to clean inside my body then a coolish shower to clean outside my body, then I'm clear for the day. If I have a delivery, it's like Christmas! I get to open lots of different shoes and I even try them on. It's hard not to own every pair, as sometimes I wonder if there will be any left for the customers! Sometimes I have an event where I go and talk about business or fashion and then other days, like today, I'm mostly office based. One thing that is the same no matter what day it is; I always get a lot of emails.  Being an online shop, there is always an order to fulfill or a question to answer.

Crème Magazine: What is your biggest obstacle?

Angel Smith: I'm sure many people say finance when it comes to business.  That was hard because Shoe Lagoon had to be totally self financed [but] I believe that with all obstacles, if you have enough vision you can overcome anything. Crème Magazine: What makes your business unique? Angel Smith: Me.....lol! No, I can’t say that, basically my designs are exclusive to Shoe Lagoon and my online paradise specializes in Shoes for Occasions.

Crème Magazine: What is your business motto?

Angel Smith: I don't have a slogan for Shoe Lagoon however my own internal motto is, "if in doubt, you can always hold your own hand"

Crème Magazine: What’s next for you?

Angel Smith: More shoes, more ranges and shhhhhhh Shoe Lagoon shoes in a boutique...but you need to sign up to the mailing list to find out more.

Crème Magazine: What is your definition of a HOT SHOT?

Angel Smith: A creative, stylish and sexy somebody who is definitely one to watch!

Congratulations to Angel for winning the Best Online Business Award!