Shopping Cart


An interview with 'Josefinas’, Filipa Julio founder and creative mind behind the brand and co founder Sofia Oliveira.

Filipa Julio and Sofia Oliveira are the founders of Josefinas, the luxury shoe brand that brings their passion for handmade shoes to life. In this interview, the co-founders talk inspiration, heritage, shoes and how the brand stands out from the rest.
Josefinas is available to purchase online and in store at The Place London and is exclusive in the UK.


When did you launch the brand and what was the inspiration behind it?

Josefinas was created online, in Portugal, in 2013, with the mission to inspire and empower women.

Why did you decide to call your business "Josefinas"?

It’s a very tender story :) The name Josefinas was given in honor of Filipa Júlio’s grandmother, one of Josefinas’ founders. Grandma Josefina always took Filipa to her ballet lessons, a natural extension of the creation of Josefinas’ ballerinas.

What makes your ballet flats different from other ballet flats?

Besides its extraordinary quality, with Josefinas at your feet you can conquer your world. There is no equal pair of Josefinas as there is no equal woman: each pair of Josefinas is handmade by Portuguese master shoemakers with the finest materials. The ballet flats can be adjusted to your feet by pulling the cord and... voilà – they’re tightened.

To date, what has been the highlight since launching?

That’s a very hard question... I consider we have had so many highlights it’s hard to say - since seeing Josefinas on the feet of the most extraordinary women in the world like Olivia Palermo, Man Repeller, Jessica Biel, Gloria Steinem…, to opening our first flagship in New York City, or even receiving the most beautiful handwritten notes from our clients.

Could you explain the production process of making the shoes?

Better then explaining, I can show you! :)

How do you see the future of Josefinas?

I see Josefinas continuously inspiring women all over the world.

What is the clothing item you can't do without?


What do you like most about Portugal?

Portugal is perfect: the food, the weather, the people, the history, the beaches, the mountains, the vineyards... It's so rich and diverse, and everything is beautiful.

Which are your favorite places to visit in Portugal?

I love my hometown, Braga, but I also enjoy nearby cities like Guimarães or Porto.

The best place for a coffee?

My mom's house.

What do you do to relax?

I go to the gym.

Shop the Collection Online >

Search the store