By/Por Leah Bergman
Who combines blonde twins, race cars, and sexy shoes? That would be Luichiny, a shoe brand originally started in Spain by Paco and Luis, but now owned by the Butrus Family.
This warm and effervescent family has taken fun and flirty to a new level with the Spring/Summer 2012 line. Bold colors and chunky heels make any woman feel sexy.
What better way to present a sexy product than choosing professional race car drivers as the New Face of the Spring/Summer 2012 line. Not only are they third-generation, professional race car drivers, but they are also blonde, beautiful twins that exude fun and excitement- just what the brand embodies. Angela and Amber Cope were thrilled to be a part of this project. They said, “We decided to pose for the Spring and Summer Lookbook because Luichiny is a brand that is bold and sexy and inspires us to be just that…Luichiny lets us express who we are in our fast-paced life!”
Angela and Amber Cope Posing for the Spring/Summer 2012 Lookbook
Even boutique owners are excited about this line. Menia Houston, owner of Dez Deme’ House of Style in Chicago, IL, enthusiastically explained why the shoes were selling so well. “Luichiny carries the chunky heal with the strap around the ankle that is very sexy. The ladies love it. It gives a little bit of spice, but it is elegant,” she said.
Joe Butrus, the owner of Luichiny and the warm-hearted leader of the Butrus clan, explained why his established company, which already owned a European line with tailored and edgy shoes, decided to purchase the Luichiny brand. He said, “We needed a division in our company that produced sexy foot wear… When she goes out and wants to look really hot, she buys Luichiny.”
Saying that Luichiny is owned by the “Butrus Family” is a fitting description. If you call to speak to their P.R. representative, chances are you are speaking to Joe Butrus’s daughter, Suzanne Butrus Lorenz. If you contact a sales agent, you could be speaking to one of Joe Butrus’s sons-in-law. Even the C.O.O. is a family member, Diane Butrus, Joe Butrus’s daughter. She started working for the company fifteen years ago to handle the daily affairs of the company and free up her father, so he could concentrate on design and sales. Diane said, “It is really a family business even with the other people that work with us. There are times that the employees go on vacation with us. That’s how tight-knit we are.”
Diane explains the significance of being a family business, “You can tell when a business is a family. The customer service is completely different from when it’s just a bunch of people who work together.” She smiles and continues with, “We care about our customers, making money, and doing well because we have to be partners with them. “
Angela Cope(professional racecar driver), Diane Butrus (C.O.O. and daughter), Vincent De Paul (Artist), Joe Butrus (Owner), Amber Cope (professional Racecar driver), Suzanne Butrus Lorenz (Marketing and daughter)
For the Butrus family, being partners with the retailer means helping the retailer understand the brand, so they can sell it to their customers. Diane said, “We have to cooperate with them and help them advertise our brand locally because we are never going to be as smart as they are about their local market. We have to work together.” She added, “It is up to us to make sure that the consumer knows the Luichiny brand and what we stand for.”
With the Luichiny name displayed across a race car, the Butrus family is definitely telling the consumer about their brand. For the customers, Luichiny is a fun and sexy shoe. For the employees, it is family.
© 2012 Leah Bergman
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To See the whole line please visit. www.luichiny.com
