The Sécra journey

Sécra Shoes were designed by Daniel Jones, an Australian Physiotherapist in 2017. Daniel already had another arch support footwear business Archies Footwear, and after having much hands-on experience and interaction with customers through selling Archies, he soon realised his customers were frustrated with the lack of options when it came to finding attractive women’s shoes with support that did not compromise style.

Daniel always knew he would do arch support shoes for ladies at some stage, but always viewed it as one of the last businesses he would start due to the complex and changing nature of ladies fashion.

However after constant requests from his loyal customers, he soon accepted he could no longer ignore their pleas, and decided to delve into and learn everything he could about the world of ladies footwear.

Over the next two years, Daniel utilized the knowledge and connections he developed from years of learning with Archies Footwear, partnering with some of the world's leading footwear manufacturers to develop a footwear range that would solve the design flaws of 'typical' ladies shoes.

Our first two years of selling were to our Australian customers who were able to give us a great understanding of how the shoes felt and what the customers were after. In fact, Chloe one of the designers called every single customer in the first year and asked them questions about the design and fit. This feedback was truely helpful in amending our designs and progressing as a brand.

The footwear you see today has changed drastically from the initial few designs that were tested with Daniel’s family and friends. We’re excited to now be at a stage where our footwear is ready to go out into the big wide world! Our dream is to see our shoes being worn by women all over the world, exploring and conquering their goals.

You may ask, how did we come up with the name Sécra when we are an Australian company? At the beginning, Daniel tried to be a little clever and spell his other footwear business name - Archies - backward, and as such, the name Seihcra was born. We thought the name choice was a little funny due to the experiences we'd previously encountered with our other brand, and it had a bit of a story behind it.

However, people were finding Seihcra a little hard to pronounce... (try saying it out loud!) As such, with some honest feedback from family and friends, we decided to alter it a little to make it easier to spell and pronounce. After some deliberation and debate, we landed on Sécra, pronounced 'Sé-Crah'.

Just like Sécra, our team is growing. It started off as just Daniel and now it is full of his family and friends. We see working with family and friends as an incredible opportunity as we all thrive in each of our areas. So if you ever feel the need to drop us a line to say hello, please feel free to!

We love to hear from our customers and we value your relationship with us and the brand. It is your voice that helps us shape our shoes and our brand. We are all ears.

We hope that you adore them, travel the world in them and have many happy memories with them.

Love, the Sécra Team.