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Flamboyant and colourful, cute and classy. It's not hard to tell that Lelli Kelly is an Italian company! The brand has been selling in the UK for the past six years, and this year the range is the most exciting yet! It all kicked off in 2005 with the premier launch of their now iconic beaded canvas shoes range. These funky little shoes were canvas-made, but the uppers were heavily adorned with sequins and tiny coloured beads. All the shoes were named in Italian; a fine example being "Fragola Dolly" meaning 'Strawberry Dolly' in English. Cute doesn't even begin to describe them. Fortune soon favoured the brave, as those retailers savvy enough to take the plunge saw excellent sales, despite the fact that Lelli Kelly Shoes are far from the cheapest on the market. The success was due in no small part to the company's secret weapons. Firstly, they successfully secured some short spots on UK TV channels CBBC and The Cartoon Network. Strategically placed adverts featuring their target market of young girls dancing in the shoes had the desired effect, and created what is playfully known as 'pester power' – quite possibly the most devastatingly effective "convincing tool" in a young girls' already healthy arsenal. Pair this up with a funky little free gift for every pair sold, and the cult of Lelli Kelly was born. Before long the shoes started showing up in all the best stores, including online superstores like Shoes.co.uk.Lelli Kelly Shoes UK decided the time was right to begin expanding the ranges. At the time they were essentially a one season wonder, with the company seeing strong sales in the Spring and Summer but a veritable drought for the rest of the year. It was not without necessity then that the Lelli Kelly School Shoes hopped, skipped and jumped their way on to the scene in the Autumn of 2009. It started with a couple of black patent party shoes but was quickly followed by the next sensation: the 'Mille Volti'. It bounced into the Spring of 2010 as a white, silver and fuchsia sequin encrusted party shoe – nothing too sensational there, you may say - but it had a unique and somewhat cunning selling point. The straps were interchangeable, so bundled in with every pair would be a plain pair of straps, a set with diamanté on and another encrusted in sequins. Cue little girls all over the country sitting on their bedroom floors swapping over the Velcro attached straps to their heart's content.The sales rocketed and the innovation blossomed, leading to the Autumn 2009 launch of the first interchangeable strap school shoes; The School Dolly. The reaction to these shoes was simply staggering, with the vast majority stores selling out before the main back to school period even started. This phenomenon was followed by the first of the boots which also featured changeable straps. The rest, as they say, is history.? Lelli Kelly have continued to advance the collection in creative, exciting and innovative ways. The shoes even feature leather insoles that help wick away any moisture in your little girls' feet, using their patented 'drysole' technology. Clever stuff!It's never quiet on the shoemaking front, and predictably Lelli Kelly are back once again with a brand new range of encrusted canvas shoes for the Spring Summer 2011 collection. This time they have decided to use English names, so we have the Strawberry Dolly shoe and the Cherry Dolly Shoes. Not ones to completely ignore their Italian heritage however, there is one shoe in the range called the Coccinella Dolly (Readers with a hint of cooking skill will recognise the origin of this word Cochineal made from beetles!)For Spring Summer 2011 range has been suitably expanded to feature a low heeled version of the popular moulded rubber canvas sole, a subtle yet modest update that really brings the shoes to life. The latest range from Vibram FiveFingers Mens Speed Red Black Shoes is a wonderfully bright collection of shoes that are guaranteed to brighten up your little girl's wardrobe, and they even go up to a size 4 on some of the styles. Fuchsia of course dominates often on a white background, there is even a Strawberry version of a canvas gladiator to ring the changes!Without question the adverts will be back on the TV again in March and May with that oh-so-catchy jingle, so keep your eyes peeled for the cutest, funkiest start to the summer season this side of Disneyworld. Vibram FiveFingers Mens Speed Black Yellow Shoes