The Paradox London brand was founded 30 years ago, a family business manufacturing ladies fashion footwear, dance, and bridal shoes. We identified that the market place lacked an offering of high fashion yet comfortable bridal collection. Therefore in 2002 with this key objective, the brand 'Paradox London Pink' was born.

With a strong customer focus and chic footwear styling, Paradox London Pink was well received and grew rapidly within the UK market. We achieved our initial objectives and it can be suggested Paradox London Pink revolutionised the bridal footwear market with the introduction of fashion reflective styling. In more recent years, the evening and occasion wear market expanded, and we introduced a range of affordable and stylish ladies' shoes for all occasions. With the flourishing success of our brand in the UK market, we took the collection to the global stage and rebranded our name to simply 'Paradox London'. Today Paradox London is award-winning and regarded as one of the leading bridal & occasion footwear providers in the world, with offices in London, Amsterdam, and New Hampshire USA. The collection is now carried in over 35 countries globally.

We are a comprehensive bridal & occasion wear collection offering a broad variety of styles to consolidate consumer tastes and budget. Therefore, allowing our retailers to enjoy a fast, effective and profitable buying experience. Comfort technology is paramount to us, with comfort pads, memory foam cushioning, and breathable lining at the forefront of our designs. In addition to this, we incorporate dyeable satins into some of our bridal shoes, so all of our customers have the choice of having their shoes dyed if they wish!