There's something particularly special about introducing a new brand when you have the opportunity to meet the people behind it.
Last Saturday, we officially welcomed Spanish footwear house JONI to The House of Shoes at our Spring/Summer Season Launch, with Pepe Delicado, third generation of the family behind JONI, joining us for the occasion.
It was a fitting introduction to a brand with a remarkable history, a genuine commitment to craftsmanship and, as we've discovered, a rather personal connection to Tasmania.
A Family Story Beginning In 1956
JONI's story began in 1956 in Elda, Spain, a town with a long history of shoemaking.
Founded by José Ibáñez Martínez and María Latorre Sánchez, the business began in a small workshop with a simple ambition: to make quality women's footwear with care, skill and integrity.
Three generations later, JONI remains closely connected to its family roots. While the business has grown, its approach to shoemaking continues to draw on the knowledge and techniques passed down through generations.
Today, JONI creates footwear that balances traditional craftsmanship with contemporary design, with an emphasis on individuality, elegance and wearability.
JONI Shoes founders José Ibáñez and María Latorre working in their shoemaking workshop, with their son José Ibáñez Latorre sitting beside them.
More Than 90 Pairs Of Hands
One of the details that particularly caught our attention when learning about JONI was the level of craftsmanship involved in making each pair.
Every shoe passes through more than 90 pairs of skilled hands during production, from cutting and construction through to the final finishing and packaging.
The shoes are made in Spain, in the historic footwear region of Elda, where the brand continues to draw on generations of shoemaking expertise.
It's an approach that feels increasingly significant in a world of mass production.
JONI also produces its collections in limited quantities, with an emphasis on thoughtful design and careful manufacturing rather than fast fashion.
For us, these are the details that make a brand worth getting to know.
From Spain To Australia, With A Special Connection To Tasmania
Pepe Delicado represents the third generation of the JONI family and has played an important role in bringing the brand's story to Australia.
Born and raised in Elda, Pepe grew up surrounded by shoemaking. After spending much of his career in fashion and more than a decade living in Sydney, he now connects JONI's Spanish heritage with its Australian customers.
And, as many of you heard during our Season Launch, he has a particularly close connection to Tasmania.
With his partner living here, Pepe considers Tasmania his third home, after Spain and Sydney.
During his heartfelt speech on Saturday evening, he welcomed The House of Shoes into the "JONI family", a sentiment that meant a great deal to us.
As an independent, family-established business ourselves, we value the relationships we build with the people behind the brands we choose. Being able to introduce JONI in such a personal way made the occasion all the more memorable.
Why We've Chosen JONI
At The House of Shoes, we're always looking for footwear that offers something beyond the ordinary.
JONI brings together many of the qualities we appreciate in European shoemaking: interesting design, considered construction, quality materials and a sense of individuality.
There's also a confidence to the collection. These are shoes designed to be noticed, whether through a sculptural heel, an interesting leather finish or a distinctive detail.
For Spring/Summer 2026, we've selected a small collection that reflects this approach, with styles that work particularly well for occasions, summer evenings and those moments when you want your footwear to make a little more of a statement.
Something Made Especially For The House of Shoes
One of the most exciting parts of introducing JONI is that we've been able to include a style made especially for us.
JONI 30002 in Black is a statement sandal featuring layered leather floral embellishments, delicate straps and a low geometric heel.
It's a particularly interesting alternative to a traditional occasion heel, offering a dressier look while keeping the heel height to just 2 cm.
The oversized floral detail gives it a distinctive character, while the all-black finish makes it surprisingly versatile.
We're delighted to have this style as part of our first JONI collection, and especially pleased that it was made for The House of Shoes.
Discover Our First JONI Collection
Alongside 30002, our first collection includes several different interpretations of occasion footwear.
JONI 30209, available in Coffee and Gunmetal Grey, brings together textured metallic leather, a substantial block heel and platform construction. The 3 cm platform helps balance the 7 cm heel, while the cushioned gel footbed adds comfort underfoot.
For something more understated, JONI 30015 in Gold offers a lower 4 cm block heel, delicate crossover straps and a contemporary squared toe.
Together, the collection reflects what first attracted us to JONI: shoes with personality, attention to detail and a considered balance of style and wearability.
Welcome To The House of Shoes, JONI
We're very pleased to begin this new relationship and look forward to sharing more from JONI in the seasons ahead.
For now, we invite you to explore our first collection, available in our Launceston store and online.
