The event was the culmination of a nationwide tour which saw Nelly shoes taking in the cobbled streets of Bristol, the seaside party town of Brighton and the spires of Oxford, among others.
The location was Whisky Mist, one of Mayfair's more indulgent hotspots, where the social elite come to wile away their time and part with their hard earned bucks. On this occasion though, it was less about the booze, all about the shoes.
Many were excited to see this highly coveted Swedish brand finally land in the UK, others were lured there by the promise of free shoes. Walking down the steps and into the venue, the cabinets of shoes on display told us we were in the right place; set up strategically ensuring a fine balance between luring us in far enough to want the shoes, but not handing them over then and there, leaving us wanting more.
The result was a combination of excited shoe lovers, working themselves into a frenzy over which pair to opt for, and the calmer, more calculated attendees, who treated the choice of shoe so seriously, an onlooker could be forgiven for thinking the life of their first born child lay on the line. These were serious shoe addicts.
Attendees were also given well-received fashion goody bags, and a rather delicious strawberry cocktail, which served to get the social cogs turning and the conversation flowing, resulting in a successful event all round.
Welcome to the UK, Nelly. We're happy to have you.
Images courtesy of Felicity Main (@felicitymain)