Faithful to its origins, the Jaime Mascaró company has managed to develop over time without neglecting the craft and quality of its collections, season after season. Since the firm was founded in 1918, it has grown in line with the times, introducing new technology into its production processes, standing out due to the high design component in the collections and the considerable boost to the company’s internationalisation. The company is located on the island of Menorca, one of the most traditional regions in high-end footwear and one with notable projection.
Today, Mascaró is more than just a business model. It is a brand that symbolises distinction and sophistication for women all over the world. As early as the fifties, the family’s second generation contributed decisively to transforming the old crafts workshop where dance shoes were made into a modern company with buoyant projection, focusing the business on quality and designer footwear. The third generation, which is currently at the helm, is responsible for the international strategy. It is a market which already accounts for 55% of the company’s total sales and which has served as a model for other companies.
Jaime Mascaró has been able to access its public, today’s elegant and sophisticated woman through its own store network. It has a broad range of own stores always located in the most exclusive shopping districts. In Spain, it has boutiques in the major cities: Madrid, Barcelona, Valencia, etc. Outside Spain, it has points of sale in France (Cannes, Marseille, Paris), Montecarlo, Taiwan, United States (New York), and Poland, totalling 19 stores. The international strategy was possible due to the quality of its offering and a prudent commercial policy which has led its management to travel the sector’s main circuits, such as footwear fairs held worldwide. The good work of its showrooms in Spain, France, Germany, Taiwan, Ireland, the UK and Australia have also made a decisive contribution to its international prestige.
Since Mascaró launched its virtual store Prettyballerinas in March 2005, the new brand devoted to flats has been experiencing non-stop growth and huge commercial success. The recognition of the specialist press and the interest of celebrities such as Lily Allen and Claudia Schiffer in their designs are the keys to such an accomplishment. Now, the label has expanded its own network of stores. There are Prettyballerinas shops in London, Madrid, and soon in Turkey, Canada, Sardinia, Switzerland, France and the United Arab Emirates..
