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Holster, based in Noosa, have seduced David Jones into distributing their range of Holster jelly sandals in David Jones stores across Australia.

Ben Nothling and Natalie MillerCo-owner of Holster, Ben Nothling said “To have our shoes sold in David Jones is very exciting, not only for the prestige, but it’s a family connection.”

Ben’s great, great, great grandfather was the original David Jones who started the retail empire in Sydney.

Ironically, after having no success by contacting David Jones direct, the order came about because of publicity Holster has enjoyed in the media.

The General Manager of Footwear, Women’s Accessories & Childrenswear, Sacha Laing, called Ben and asked him to fly to Sydney for an appointment.

“The recent footwear trend in jelly sandals drew David Jones to the Holster brand who are doing a fantastic job is designing quality fashionable jelly sandals that also represent great value,” said Sacha Laing. “We are also excited to have Holster in store because David Jones is a great believer in supporting Australian designers and Australian fashion.”

The order for 1656 pairs was signed for Holster distribution into 11 stores for the high summer season.

Ben Nothling, 34, and his wife Natalie Miller, 27, launched Holster Fashion in 2001, with a suitcase full of Balinese shell belts purchased straight from the streets of Legian. This marked the beginning of the Holster Fashion Empire, now centred on the company’s jelly sandal which boasts Natalie’s unique ‘bling’ diamante embellishments.

“Our point of difference in the shoe market is that we create a unique fashion product which aims to set the trends, not follow them,” said Natalie.

In 2002, the company sold 150 pairs of leather sandals and by 2005, their first shipment of jelly sandals totalled 1200 pairs. In 2010, Ben is confident that more than 600,000 feet (300,000 plus pairs) will be walking the globe in their signature shoes, which retail in Australia from $45 to $122.

Next year Ben hopes to nudge the half a million pair mark. This will be an easy feat once the company infiltrate the lucrative American and Chinese markets.

Ben, the director of the company, oversees the production and distribution out of Asia, while Natalie’s creative flair has led her to the role of head designer. Together the hands-on partnership oversees the entire process from design to production, followed by delivery to each customer and retailer worldwide.