Our Story
We change how the world thinks about high heels
I, Fiorella, have been rocking high heels for 20 years. For two decades, I've complained about sore feet and lamented the lack of gorgeous, non-leather options. Then, one day, it hit me like a stiletto to the shin.
Sometimes, you have to take matters in your own hands.
This is how our journey started: yet another frustrating shopping trip, a glass of Prosecco, a notepad full of scribbled ideas, and the decision to launch a company to make my own comfortable and wildly elegant vegan high heels. I envisioned classy retro designs available in many colours—classic and audacious—suitable for any occasion, mood, and outfit without ever going out of style.
And soon we were two: I—the creative, the impatient bulldozer, the "let's get this done now" whirlwind—and Martin, the finance guru, the "let's think this through" planner, the "let's make a list" strategist. Quite frankly, it was the perfect mix to kick things off.
We are here to make you look fierce and fabulous!
“You can’t make High Heels comfortable!”
"Oh, I think We just did!"
Then we brought in the real experts to make it happen.
Having been turned down by countless unimaginative shoemakers, we teamed up with a legendary Italian shoe manufacturer who has been handcrafting luxury shoes for the world's top fashion brands for over sixty years.
Together, we carried out fourteen months of dedicated research, and we finally designed a revolutionary sole and footbed that ensures pain-free wear of Cheelettos for hours! We don't just add padding; we completely transform the shoe's construction, prioritizing comfort while keeping them drop-dead gorgeous.
Who says you can’t have a blast designing shoes? In those first months, we played around with all sorts of materials and methods to craft a footbed that worked like a charm without adding any bulk.
The proof of concept was done using good old Play-Doh.
And we knew the impossible could be done—creating high heels that are both comfortable and wildly elegant.
Introducing the Cheeletto
Inspired by the soft cushions of a cheetah paw, our high heels combine comfort with beauty and elegance.
This is why we call them Cheelettos.
“Stand tall” means to behave bravely, proudly, or unyieldingly without retreating from confrontation, danger, or adversity.
For us, making comfortable high heels isn't just about upping the comfort factor or adding a functional twist. It's a complete game-changer!
We make High Heels that give you the confidence to stand tall!
High heels are so much more than just footwear. They are our treasures, companions, and friends. Our Cheelettos are no magic wand, but we guarantee they will boost your confidence and make you look glamorous and slightly dangerous, just like a cheetah.
"Truly exquisite high heels have to be made from animal leather."
“Let’s change That, shall we?”
The world of luxury fashion is a bit stuck in the past, still thinking quality means using animal skin. But seriously, in a world where we can zoom to the moon, cruise in self-driving cars, have AI writing novels, and wake up to a "good morning" from our coffee machines, there's definitely a way to create vegan leather that’s just as fabulous as the real thing—without harming a single soul.
Let’s remove the dust from the world of luxury shoes!
We're teaming up with seasoned manufacturers, bold startups, and cutting-edge innovation labs to hunt down the ultimate, outrageously luxurious vegan leather for your Cheelettos. On top of that, we ensure fair salaries and use responsibly sourced materials throughout our entire supply chain.
doing the Right thing Is always en Vogue!
Enchanté
Meet Fiorella & Martin
Hello Gorgeous,
How nice to meet you!
Full disclosure: as a girl, I still dreamed of saving the world; today, I am a bit more of a realist.
I embraced a vegetarian and vegan lifestyle since childhood. I spent most of my twenties and early thirties in war zones across the Middle East and Africa, negotiating with soldiers and communities to get aid across the frontlines. Despite the dirt roads, the dust, and the long waits under the blazing sun at checkpoints, I always rocked high heels. They gave me the confidence to face the impossible.
MY HIGH HEELS ARE MY COMPANIONS. THEY MAKE ME FEEL BEAUTIFUL, CONFIDENT, AND STRONG.
Today, I negotiate corporate deals, train salespeople, lawyers, entrepreneurs and most importantly, women in negotiation.
Driven by a vision to create high heels that let women stand tall while protecting the planet, I founded Cheetah Stories with the unshakable belief that women can do anything—just like my mama taught me.
For too long, men have been designing high heels with the sole purpose of making them as sexy as possible, priding themselves on the painful pleasures they created.
It’s about high time for a woman to design High heels.
I'm an entrepreneur, negotiation expert, and humanitarian worker with degrees in Social Anthropology, Arabic Literature, Development Studies, and Business Administration. I'm also slightly hyperactive, an outdoor lover, an expert sleeper, and a hobby cook.
I am on completely in love with our Cheelettos, I hope you will be too!
Stand tall!
With love,
Fiorella,
Founder & CEO
Hello beautiful,
Thrilled to meet you!
As a young man, I was a model; then, life caught up with me, and I entered the less glamorous world of finance.
I’ve had many careers: I was a peacekeeper in Kosovo, a financial controller at an international firm, and managed HR & Finance for a humanitarian organisation for a while—that’s where Fiorella & I met. I also worked in start-ups. Hand to heart, I never thought I’d co-found a vegan high heel company, but hey, never say never!
It is really hard to believe that comfort and sustainability have never been a priority for high-heel designers. Speaking with women, it is wonderful to see their enthusiasm for our product and how excited they are to be finally understood – especially by a man.
I think it is about high time for equality, and just maybe it starts with a fabulous piece of footwear.
I have degrees in business administration, accounting and finance, I am also a problem solver, snow fanatic and freelance travel guide.
I am over the moon to be part of this journey and I do hope that Cheelettos will be everything you have been looking for in a high heel.
Stand tall!
With love,
Martin,
Founder & CFO
Vision
We change how the world thinks about high heels!
Mission
We make comfortable and wildly elegant vegan high heels for heelistas who want to wear them every day.
Beliefs
We truly believe in a world where no one suffers for beauty while looking gorgeous, elegant and confident like a cheetah.
Meet the rest of the Team
Every great company starts with an even greater team!
Cheetah Stories is an assemblage of wonderful characters made up of the founder team, suppliers, freelancers and kind souls who invest their time in helping us build our brand.
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Othello
CHIEF HAPPINESS OFFICER
Well hello there human,
I am Mr. Othello but you can call me O. Between you and me, I am the true boss of Cheetah Stories. I run the place. I am the one who makes sure that everyone is happy and having a good time. Let’s face it, this is the most important part of any business! I am also in charge of quality control, and I can tell you, Cheelettos are the most comfortable high heels I ever slept on 😴.
The animal lovers among you may rightly wonder, how a pedigree dog can be the face of a vegan high heel company, so let me share two facts about myself:
First, I am adopted. When I was two years old, my former family gave me up. It was by chance that Fiorella found me and gave me a new home.
Second, I am mostly vegan myself. I only eat meat on special occasions (I am a carnivore after all), but I always make sure that the animals are raised outdoors and lead a happy life.
Write to me at standtall@cheetah-stories.com (I am in charge of the customer service desk! 😉)
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Gabriele Blandina
SHOE MANUFACTURER AND ENTREPRENEUR
Ciao, piacere!
I'm Gabriele. I am the one crafting your Cheelettos with my awesome team at Vigens SRL and Giordanodieci, one precise stitch at a time.
You could say shoemaking runs in my blood. I come from a long line of Italian artisans who have been making luxury footwear for generations.
I'm a bit of a rebel in the Italian shoe industry because I'm all about sustainability and pushing the boundaries of what's possible in terms of materials and technology.
That's why, apart from running a shoe manufacturing and consulting firm, I also co-founded my own startup, CRIMAGNO with a mission to create a fully sustainable high-end hybrid of a design and sports shoe for men and women.
I'm not just your average shoe guy—I'm an innovator, entrepreneur, and a bit of a dreamer, too. Together with Cheetah Stories, we shape the next generation of vegan luxury high heels.
Want to chat about shoes, sustainability, or just life in general? Drop me a line at gabriele@vigens.it.
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Cornelia Mattig
ATTORNEY AT LAW
Hello fabulous,
It's me, Cornelia - your lawyer extraordinaire, specialising in guiding start-ups to success.
Coming from a family deeply rooted in entrepreneurship, I've always had a knack for navigating the legal landscape, especially in areas like new technologies, ICT, data protection law, and more. Whether it's distribution and intellectual property law, corporate law, financial market regulation, or ESG rules (Environmental, Social, and Governance), I'm your go-to person.
With high heels as my steadfast partners in any legal dispute and priced treasures for all occasions, I love being part of this venture.
Together with my stellar team at Roesle, Frick & Partner, I make sure that Cheetah Stories stays on the right path and is always ready to take the next big step forward.
Got a legal puzzle? Don't hesitate to drop me a line at cornelia.mattig@rfplegal.ch.
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Jay van Schaik
GRAPHIC DESIGNER
Hey there, nice to meet you!
My name is Jay (pronounced like "djaï"). Yes, I know, it’s impossible to pronounce - let alone remember. Thanks, mom and dad.
Originally from Amsterdam, I've had the pleasure of calling many places around the world “home”. My journey started in graphic design and eventually led me to art direction, a path I've thoroughly enjoyed.
I spent a lot of years working at agencies, lending my creative touch to brands like Heineken, Lipton, and Universal Music, among others. But a few years back, I decided to take the leap into freelancing. It's been quite the ride!
And then there's Cheetah Stories - a project that truly speaks to my soul. The ethos of Cheetah aligns perfectly with my values, and from the get-go, I felt a deep connection to the concept and the duo behind it, Fiorella & Martin.
I took their ideas and turned them into a whole branding concept: I gave their story characters, brought them to life, and coloured their environment. With a passion and eye for detail, I ensure every encounter with Cheetah Stories feels like diving into a new and magical world.
Are you excited to chat about branding and design? I am happy to hear from you at jay30vs@gmail.com.
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Erna Goana
BUSINESS DEVELOPMENT CONSULTANT GENZ
HELLO,
I'm Erna! One of the tiniest and loudest people you'll ever meet!
I’m passionate about cooking, travelling, makeup, and fashion, but my one true love? High heels! 👠✨
I've been on a quest to find heels that aren't just ridiculously expensive but also comfortable and stunning, with that extra boost to make me taller, of course.
I'm currently studying at the prestigious EHL in Lausanne, Switzerland. You could say I'm a networking ninja with a great passion for meeting and connecting with new people!
I'm super excited to join this team as a business development consultant for Gen Z. Here, I get to blend my generation’s interests and insights into Cheetah Stories and help shape the future of vegan luxury high heels.
Let's make some magic together!
Are you keen to share your ideas about getting GenZ into high heels?
Drop me a line at erna.goana@ehl.ch.
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Gabriella Rezende
BUSINESS DEVELOPMENT CONSULTANT ITALY
Hello there,
My name is Gabriella, and I’m a Public Relations graduate with a deep passion for fashion and all things creative. One of my greatest joys is giving brands a voice and connecting them to people through their unique stories. When it comes to stories, Cheetah’s quickly became one of my favourites.
Growing up in Brazil, Havaianas were my go-to shoes! But after moving to Milan, I quickly realized that they didn’t quite fit the corporate vibe here, which was a bit of a challenge—especially in terms of comfort. So, when I first heard about Cheetah Stories, it immediately caught my attention. Fiorella and Martin’s vision of creating vegan high heels that are both stylish and comfortable truly resonated with me, even in a city like Milan, where new ideas and startups are born every day.
I’m thrilled to be part of the Cheetah Stories team and excited about the opportunity to translate the company’s story into narratives that resonate with our clients—and with you! :)
Do you want to share your story with me? You can reach me at pr.soiree@gmail.com.
