A Letter From Rose
Who Says a Steady Shoe Has to Look Orthopedic?
An elegant ankle boot with a low block heel, a slip-resistant grip and a smooth side zipper. The Friana lets you walk with confidence, and still feel nicely dressed.
Imagine walking to lunch with a friend after a rain shower. You aren't watching the pavement or thinking about every step. You're just talking and laughing, and when you sit down she looks under the table and says: "Those are lovely boots. Where did you find them?"
Somewhere after sixty, most of the women I know became more careful about what they put on their feet. And what's left in the shops is either a pretty pair that makes you worry about every step, or a practical pair that makes you feel old the moment you lace it up.
I don't think feeling safe on your feet should mean giving up on feeling elegant.
Two sisters, one little boutique
Olivia and I grew up near Lake Como, where our grandmother taught us to look at clothes the way you look at something you plan to keep for years: the fabric, the seams, the way it moves when you walk. We both became fashion designers in Italy, and nearly 45 years ago we followed our hearts to Florida and opened our boutique.
Since then, so many women have come through our door telling us the same thing: "Nothing is made for me anymore." Too young, too revealing, or so plain you feel invisible. Finding the pieces that are made for the women we actually know, women in their sixties and seventies with full lives, became our life's work.
Every piece has to pass two tests
I want to be honest with you: I didn't design the Friana. These days Olivia and I hand-pick the pieces for our boutique, and every one of them has to pass two tests.
Olivia's test is the fit, the fabric and the finish. Is it comfortable, is it made properly, will it still look good after a season of wear? My test is the woman wearing it. Does it flatter her, does it make her feel like herself, and where will she wear it? Most pieces fail one of the two and go straight back.
I'll admit I almost didn't put this pair on our racks. Comfortable boots so often end up looking plain, and I assumed these would be the same. Then Olivia had me walk in them after a rain shower. Here's why they passed both tests.
I feel much more confident walking
This is what Olivia noticed first. The Friana is stable and slip-resistant, with a steady grip that gives you confidence on wet or uneven ground. You stop looking down at the pavement and start looking around you again.
★★★★★"At 67, I'm more careful about the shoes I wear, especially on uneven sidewalks. I wanted boots that felt steady instead of making me worry about every step. The low heel gives me a much more secure feeling when I walk."
Marjorie S., Asheville, NC
Finally, boots that are easy to put on
No pulling, no tugging, no sitting on the edge of the bed out of breath. The smooth-running side zipper gets the Friana on and off in seconds, on busy mornings and tired evenings alike.
★★★★★"I used to avoid ankle boots because getting them on and off was always such a struggle. The side zipper makes these so convenient! I can slip them on without all the pulling and tugging. Such a relief when I'm getting ready in the morning."
Dorothea L., Lancaster, PA
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Comfortable enough for everyday wear
The Friana pairs its versatile style with the support of a comfortable shoe. Go shopping, meet a friend for lunch, stay out longer than you planned. You won't be rushing home to change your shoes.
★★★★★"I'm 62 and don't have the patience for shoes that hurt after an hour. I wanted something I could wear while shopping or meeting friends for lunch. These feel comfortable throughout the day, and I don't find myself rushing home to change shoes."
Colleen R., Boise, ID
A little heel without feeling unsteady
This is the part that won me over. A low, stacked block heel gives you a little height and a more polished line, and you don't feel like you're balancing on anything narrow.
★★★★"I stopped wearing high heels years ago, but I still like a little height. The low block heel on these boots is just right for me. They look feminine and polished without making me feel like I'm balancing on narrow heels."
Esther K., Roanoke, VA
Stylish without looking orthopedic
A simple, rounded shape with a soft dip at the ankle and clean stitching. Nothing about it says "sensible shoe". You look nicely dressed, even in your everyday jeans.
★★★★★"At 65, comfort is important to me, but I don't want shoes that look old-fashioned. These have such a lovely, simple shape. They look much more elegant than the practical shoes I usually end up buying. I feel nicely dressed even in jeans!"
Vivienne H., Bend, OR
My new favorite everyday boots
Black goes with practically everything: jeans, a soft sweater, a casual dress. And the Friana is built to last, with a weatherproof design that holds up to daily wear season after season. We carry it in six colors, from US 5 all the way to US 12.
★★★★★"I love that black goes with practically everything in my closet. I've worn these with jeans, leggings and casual dresses, and they always look lovely. The simple design is timeless, and they're easy to reach for when I don't want to think about what shoes to wear."
Gloria F., Franklin, TN
The Friana, against the boots you usually find
Why it's only $59.95 right now
After nearly 45 years in America, Olivia and I have decided it's time to retire from the boutique and spend more time with our husbands, our children and our grandchildren here in Florida.
The Friana is part of our final collection. When a size is gone, we won't be restocking it. So instead of carrying it into another season, we're saying goodbye to it with our Retirement Sale.
Friana | Elegant Ankle Boots
$119.95$59.95Retirement Sale, Save 50%
- Stable and slip-resistant
- Smooth, easy side zipper
- Low block heel
- Weatherproof and built to last
6 colors · Sizes US 5 to US 12 · Free UPS shipping · 30-day money-back guarantee
See if your size is still available →Buy 2, get an extra 10% off · Buy 3, get 15% · Buy 4 or more, get 20%. Applied automatically at checkout.
Our Retirement Sale is coming to an end.
Buy 2 get 10%, buy 3 get 15%, buy 4 or more get an extra 20% off. When your size is gone, it's gone.
I don't usually write letters like this. But after a lifetime in fashion, I know when a piece is worth telling you about. If you've been choosing between feeling steady and feeling elegant, I hope you find your size before it's gone.
Thank you for giving two Italian sisters a home, a community and a lifetime of memories here in Florida.
With love, Rose 🤍
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