With a degree in Fashion Design, Inês is the second generation at the helm of Leal & Cª, which has just launched the MITIK brand. The goal is to reach new markets.

To work at Leal & Companhia was to continue the work and efforts of my family. The opportunity arose, and I became part of this team. 

The idea of launching MITIK had been a dream for a number of years. The knowledge that we have the ability to produce high quality footwear in response to market demand has led us to take the step of creating a brand of our own.

We are currently trying to understand which models are more in demand, which typology we want to follow, and then we want to move on to direct sales via an online store.

As I mentioned before, we are still working on the positioning of MITIK in the market, but it will be characterised by a preference for high quality materials, comfort and, of course, design.

So far, we have faced several challenges: defining the market segment, being both consistent and realistic in our choices and, especially, deciding the first steps to "birth” a brand.

What advice would you give to a young person just starting out in the industry?
The footwear industry is a school for life. We have to deal with many people, challenges and unforeseen situations. It gives us great versatility and makes us more resolute. With this in mind, anyone who decides to enter the industry must be open to new challenges every day.