Ghetz was set up by Moema Pimentel and Joao Conrado, both from Brazil. They identified a gap in the market for high quality yet sustainably made shoes at competitive prices.
Joao and Moema met in 1998 and formed a business partnership close to their roots as well as their hearts. Born in Franca, one of the shoe capitals of Brazil, they have shoemaking in their blood. As natural entrepreneurs, they have a very organic style of management and are open, friendly and flexible in business.
They established an office in London with a Ghetz team that is hands on and truly international, with people from South America, Europe, Asia and the UK. Such a multicultural melting pot brings diversity and a depth of experience resulting in a vibrant office culture.
Moema and Joao started Ghetz Footwear in 2004. After just three years, their Anatomic & Co brand had become one of the top 10 brands selling men’s shoes to independent stores in the UK. It was shortlisted as ‘Brand of the year’ for the Drapers Footwear Awards 5 times.
Joao has studied mechanical engineering and trained as a lawyer in Sao Paulo, having spent five years in the legal department of German multinational BASF, at their Brazilian Headquarters. He has worked as a lawyer at legal firms in Sao Paulo and has dealt with big commercial contracts and litigations in Brazil.
In 2001 having moved to the UK for his MBA, Joao decided he was far better as a sales man and didn’t want to spend his working life wearing a tie. Joao is also from Franca and, while at university, sold shoes to pay for his student finances.
After studying psychology, Moema studied footwear design and pattern cutting at the London College of Fashion to become a cordwainer in footwear.
Born in Franca, one of Brazil’s biggest footwear areas, with many family members in the industry, she grew up visiting factories and being around leather, lasts and patterns.