WHO WHAT WEAR: Having done several SPJ pop-ups before, why'd you decide it was the perfect time for the brand to come to New York?

SARAH JESSICA PARKER: Well, I suppose one could call us mad as we watch retail struggle, but we were presented with a spectacular space, right off of 5th Avenue, in the heart of Midtown on a street I have a lot of nostalgia for having played Annie on Broadway at the Alvin Theatre a couple of blocks west. So lots of wonderful memories, and we are very excited to make some new ones. The holiday season and the opportunity to open on Black Friday seemed particularly impossible to say no to. So we approach this privileged opportunity with a lot of enthusiasm and our intentions to work hard to be deserving. 

WWW: Tell us about your own favorite shopping habits or rituals. Did any of these play into the SJP by Sarah Jessica Parker pop-up?

SJP: I will say that when it comes to purchasing footwear, I’m a big believer in seeing, touching, trying on, and smelling a shoe before spending your hard-earned dollars on it. It’s one thing you lose when you shop online. And nothing–NOTHING–smells as good as high-quality, Italian leather. I examine every inch of our shoes and I expect and hope the customers do the same.

In terms of tradition, I think it holds true that behind every good store is a great sales staff. We found wonderful people to join us for this brief run and really had time to teach them not only about our brand and story, but also what is most important to us, our customer service. Their excitement and knowledge of the collection makes all the difference when a customer walks in the door for the first time.

WWW: Okay, getting down to business: Which are the top three shoe styles from the collection that are perfect for any holiday party—casual to cocktail?

SJP: All of them! I’m serious.

If I had to choose…

First, Lucille in Candy. This bold, pink satin has been iconic for our brand since inception, and the big, gorgeous bow on the back of Lucille’s heel makes her a gift for your feet (not just during holiday season!).

Next, Rampling in Scintillate. Because what’s a holiday party without a bit of sparkle? This shoe is one of the most flattering and most comfortable from our entire collection. An evergreen silhouette for us, and for good reason.

Lastly, I’d choose Ursula in Give. This shoe fits like a glove. And don’t let her open-toe scare you in the colder weather; she looks amazing worn over wool tights. Her color is a surprising neutral and I’ve been mad about this shoe since day one.

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via Who What Wear

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