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MyChalom : a premium Direct-to-Consumer brand in the ‘affordable luxury’ womenswear market

MYCHALOM – Take the first step with your new shoes today, conquer the world tomorrow.

jean pierre fumey





Elisa Castellari, CEO and designer of MyChalom, was born in Verona in 1991.
At 19 she moved to Milan to study finance at Università Cattolica, but since her first working experience with the LVMH group, she realized that the banking environment, and much less the financial one, would have been her future.
After a 3-year collaboration between Milan and Paris, Elisa leaves the French group for a Milanese showroom specializing in footwear, where she holds the role of Wholesale Manager. In these years she thus had the opportunity to enter into direct contact with producers and suppliers, falling in love with the Made in Italy production process.

MyChalom was born in 2018 with the goal of offering to our clients a new shopping experience in the footwear industry.

Our clients are mostly Millennials; 60% of them consult social networks and interface online with other users before purchasing a product, of which 89% create their decisions on Instagram.

We value quality, tradition and honest transparent pricing.  We are proud to work with one of the gems of the Italian heritage and to support and empower the Italian artisans’ community.

We approach our clients in an innovative way, we launch every 2 months a new capsule collection and we present it on social media with the support of bloggers and influencers. An approach that makes us near-instant-fashion to our Millennials and to our future clients Generation Z.

Your products and services 

We create impeccable designs of shoes which are 100% handcrafted in Italy by the most expert hands and the most creative minds. We sell directly to the customer and through unique selective stores around the world.

Your success factors 

MyChalom’s goal is to reverse the usual business model in the world of footwear: centralize the customer instead of the product; cover the gap between the brand and the customers by focusing on engagement and not on sales.

The result of all this will be a long-lasting and healthy relationship with the customer.

Your factors differentiating and disruptive compared to the existing 

We approach the market in an innovative way and innovative timing.

We offer our clients the best quality for the best price possible and we propose every two months a new capsule collection.

We create impeccable designs, 100% handmade shoe models in Italy with the most expert hands and the most creative minds.

We believe that high quality can be accessible to everyone. The web allows us to cut all the unnecessary steps in the middle, connecting artisans and people, thanks to the innovation of our distribution and direct communication – close to the customer. Communication is direct as if the customer was talking to a friend.

Only the most expert hands and the best materials are in contact with us and make each pair a masterpiece.

Your business model 

MyChalom is a Direct-To-Consumer premium brand in the ‘affordable luxury’ womenswear footwear industry.

Our online platform works on all devices with a strong focus on lead generation and goal conversions while retaining a premium brand image.

We sell also through multibrand-boutiques based mostly in Europe and we are launching the brand in Korea through a distributor and Russia.

A few words about your competitors

We think that the footwear’s industry needs a new approach on the market and especially the Made in Italy one. Our competitors probably sell impeccable design but for us, a nice product is not enough. We would love to offer our clients more, and experience!

Your website


Jean-Pierre is a polyglot communication specialist, freelance journalist, and writer for with over two decades of experience in media and public relations. He creates engaging content, manages communication campaigns, and attends conferences to stay up-to-date with the latest trends. He brings his wealth of experience and expertise to provide insightful analysis and engaging content for's audience.

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