The penny dropped, standing rather conspicuously on the women's Designer Shoes department at Harvey Nichols, holding a pair of Jonathan Kelseys. Lines curved and swirled around a muted gold, platform sandal resting atop a bold, conical heel akin to 1920s architecture. A glance to the side and ten different striking styles pouted at a growing crowd of hypnotized customers.

Kelsey spent five years honing his craft at Jimmy Choo, which he followed with select freelance projects including catwalk designs for Giles Deacon and Luella. Talented and well connected (his cousin is Mulberry creative director Stuart Vevers), the word is currently spreading fast, and the shoes flying off the shelves even faster.