Introducing Our Own Line: AVA MELANI
Available Now for Fall
Not every brand in our stores comes from somewhere else — some, we design ourselves. And some of our favorite finds on the sales floor are the ones almost nobody else carries. We sat down with Steve Purdum, who leads import product for Brown’s Shoe Fit Company, to talk about our private label line, Ava Melani — a name you’ll only find at Brown’s, and a fall collection worth getting excited about.
Why We Started Our Own Line
We wanted a line we could stand behind completely — comfort included, not an afterthought. That’s where Ava Melani started: a simple belief that fashion-forward footwear should actually feel as good as it looks, without the boutique markup usually attached to that kind of quality.
Twice a year, our import team packs their bags for a trade show in northern Italy, where they sit down with the family-run factories we’ve partnered with to plan the next year’s line. Those relationships are what let us bring home styles with a genuine European sensibility — real craftsmanship, not a mass-market knockoff of it — and because it’s our own line, it’s exclusive to Brown’s. You won’t find Ava Melani on any other shelf, in any other store.
Because everything is imported, new product takes six to seven months to arrive once it has been ordered. It’s not a fast process, but that patience shows up in the finished product. Rich, supple leathers and construction that holds up — at a price that respects what’s actually in your wallet. It’s the kind of quality you’d expect to pay a lot more for, and here, you don’t.
What’s In Stores Now for Fall
Fall product has landed, and Steve couldn’t stop talking about it: buttery-soft leathers in rich, saturated colors, and insoles cushioned enough that you’ll forget you’re wearing “dress” shoes at all.
“Everybody’s looking for comfort. These are comfort. The leathers are nice. They’ve got real rich colors.”
— Steve Purdum, Brown’s Shoe Fit Company
Whether you want a boot with a little edge or an everyday shoe you’ll reach for on repeat, this fall’s assortment delivers comfort first — without giving an inch on style. And since it’s a Brown’s exclusive, it’s the one collection your friends won’t already be wearing.
Who These Shoes Are For
Styles from Ava Melani are for anyone who wants a little more fashion without giving up comfort — shoppers who appreciate quality and don’t need to chase every trend to feel good about what they’re wearing.
Steve was quick to point out this line isn’t just for our regulars. It’s meant to feel just as welcoming to someone stepping into a Brown’s Shoe Fit for the first time. We’re proof that you don’t have to shop a big-name label to get big-name quality, and that’s just one more reason for more people to discover us and find something they love.
What to Watch for Next
Fall is just the beginning. Looking ahead to spring, Steve’s excited about woven loafers, open-weave ballerina flats, and what he calls an “athletic Mary Jane” look — dressier than our usual comfort silhouette, but still genuinely wearable day to day.
The team is also being intentional about steering clear of oversaturated trends. Right now, styles like basic “jellies” and plastic slide look-alikes are everywhere, but many of them skip real arch and foot support. The plan with Ava Melani is to offer better-built alternatives, with comfort designed in from the start, not added as an afterthought.
A Line Still Finding Its Voice
This is still a young line — only in its second full season — and Steve was refreshingly honest about that: there’s a real learning curve, and the team is figuring things out as they go, using feedback from store managers who’ve had hands-on time with the samples to help shape what gets ordered next.
One detail worth sharing with customers who ask: these shoes come from real factory relationships in Europe, built on quality craftsmanship rather than volume.
“We’re not going to China. We’re in Europe.”
— Steve Purdum, Brown’s Shoe Fit Company
For anyone who cares where their shoes come from, that’s a detail worth noting.
The Bottom Line
Real European craftsmanship. Comfort built in from the start, not bolted on. A price that doesn’t require a boutique budget. And a collection you genuinely can’t find anywhere but Brown’s. Ava Melani isn’t trying to be the loudest brand on the wall — just one of the best pairs you’ll put on your feet all season. Stop by your local store. See (and feel) the difference for yourself.
Why Buy Yours From Brown’s Shoe Fit Co.?
With 73 locally owned and operated locations across the Midwest, Brown’s Shoe Fit Co. has been a trusted name in footwear since 1911. Known for our personalized service and commitment to quality, Brown’s Shoe Fit is the go-to destination for comfortable, quality footwear for all ages. Each of our stores offers a footwear selection unique to the needs of our communities, with a knowledgeable staff trained to give every customer the best fit possible. To learn more about us, visit brownsshoefitco.com or find a store near you!
