Italian shoe designer Giorgia Caovilla has been surrounded by footwear her entire life. As the daughter of shoemaker Rene Caovilla, she grew up playing among the beads and glue in her father's factory.

"That was normal for me and I really didn't realise how special it was," says the 40-year-old Italian of her unique childhood. With her size 37 feet, she tried on samples and played foot model for her father.

Despite her shoemaking pedigree - both her grandfathers were also in the business - the now married mother of two young girls did not intend to be part of the family business at first.

Ms Caovilla studied law at the University of Milan. She then worked in New York for Ralph Lauren in a mostly administrative role for two months, mainly to improve her English.

She returned to Milan to practise law, but yearned to return to the fashion industry. "Law was fairly slow in Italy, but the fashion world was fast-paced, challenging and had lots of room for thinking," she says.

"I needed an excuse to go back to New York, so I suggested the Italy-only Rene Caovilla brand expand into the United States."

She recounts that she began to work for the family business by visiting the United States up to four times a year, knocking on doors at department stores such as Neiman Marcus and Bergdorf Goodman. She laughs at the memory of talking about the brand to buyers who could not even pronounce the name Rene Caovilla (Ka-O-Vee-La).

The brand, which is known for its sexy, beaded stiletto heels, eventually found its way onto the feet of A-listers such as American actresses Sharon Stone and Sarah Jessica Parker at red carpet events.

The designer, who is based outside of Venice, says that while she enjoyed working for her father's label, her approaching 40th birthday made her think about what else she could do.

"It was time for me to write my own story," she says, on deciding to strike out on her own in 2011 with her label, called O Jour. "I wanted to respond to what I saw was a need in the market - wearable, mid-height heels that were more daytime sexy and could be worn every day."

The designer was in town last October for the launch of her line, already sold in Italy, the United States, Taiwan and South Korea. Takashimaya department store carries 10 different O Jour designs, ranging from $1,000 to $1,700.

Her feminine heels, often covered in bows, suit Ms Caovilla's girly style. She explains that she designs the heels - the majority are between 5cm and 7cm high - with herself and the busy, modern woman in mind.

It was tough initially, she admits. "It was a question of who believed in Giorgia, versus Giorgia Caovilla," she says of building a brand from scratch without being associated with her storied family name.

In the three short years since the brand was launched, the O Jour brand has been picked up by respected retailers such as Neiman Marcus and has been spotted on American pop singer Taylor Swift.

"When her stylist first approached us, I didn't even know who she was," says Ms Caovilla of now-megastar Swift.

"She's tall, so she doesn't need high heels," she adds of the perfect fit between the feminine shoes and Swift's own retro-girly style. The third-generation shoe designer's next goal is to set up her own stand-alone store.

When asked if there is be a fourth generation shoemaker on the horizon, she laughs.

"I'll keep my shoes for when my five- and seven-year-old daughters grow up. But who knows? Shoes are like a game for them, just like when I was a kid in the factory."

HER BAG

This is the first bag from O Jour and you can carry it with or without the ribbon. It's called One (pronounced oh-ne), in honour of my grandmother Onesta's nickname. She taught me values such as the importance of saving money.

7 THINGS IN HER BAG

1 Hermes agenda

I like to carry this to sketch ideas and design details. I use smartphones, of course, but I prefer paper for sketching.

2 Melatonin strips

These help me get over jet lag and work efficiently the next day. I travel long distances about once every two months.

3 Goyard wallet

I never leave home without some cash, even if it's just 10 euros (S$18). So even if I argue with my husband, I can take a taxi and go home on my own. My wallet was stolen once but I liked it so much I bought the exact same version again.

4 YSL lip stain

These are my favourite. It's great that you only have to apply it once for it to stay on for a long time. There's no need for a pencil or an outline either, which makes it easy.

5 Pavesini biscuits

I don't like candy bars but I do like these biscuits from an old Italian brand, Pavesini.

They're light and sweet and I always take a box with me when I travel. My body needs snacks.

6 O Jour heels

I always carry another pair of shoes in my bag to cater to different occasions. I have this casual pair from my collection - called the Emily - in all the colours.

7 Mykita sunglasses

Bright sunlight hurts my eyes so I usually carry sunglasses. This pair is very light and I like the polarised lenses. Perfect for al fresco dining.

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