Boutique Shoes With S[e]oul

EOD combines contemporary designs with architecturally crafted comfort, eliminating the demarcation line between work and play.

Our Vision

It’s the Holy Grail: the search for the season’s most stylish shoes, yet so comfortable that they are a pure joy to live in as well. This quest for perfect balance is what defines Extraordinary Ordinary Day (EOD), which combines the best of Seoul’s hand-craftsmanship with Sydney’s contemporary design sensibility.

EOD believes women can have it all: stylish, memorable and elegant shoes that are so comfortable, they can effortlessly transition from the nine-to-five day to a high-octane evening.

If ‘luxury’ is defined as a state of superior comfort and elegance – a pleasure rarely obtained – then it is our commitment to bringing luxury to everyday necessity and making every ordinary day, extraordinary.

The Visionary Behind EOD

In case you’ve ever wondered who designs EOD shoes and how EOD came about, I’d love to tell you my story. My name is Ashley Lim, the founder and head dreamer of EOD shoes.

Prior to establishing EOD, I worked as a professional architect. Working in a corporate practice, I always carried several pairs of shoes - from trainers, to walking flats, to high heels for the office, and those gorgeous shoes you want to wear for after-work dinner and drinks.

I must confess I envied the men in their classy dress shoes comfortably wearing the same shoes from morning till night.

I always wondered, “why can't women have it all?” 


That's how my boutique shoe brand EOD came about. I wanted to create fabulously divine shoes that are so comfortable that you want to live in them all day long.

As a former architect, I tapped into my love of structure and form to raise the stakes in style and comfort. Incorporating my passion for surrealism and a 'less is more' approach, I strive to create timeless classics adorned with unexpected twists.

My shoe designs are inspired by the inner strength, beauty, and complexity that embodies the journey of modern womanhood. My driving aspiration is to transform every ordinary day into an extraordinary day.

Since launching in 2014, EOD has achieved so much. I'm delighted to see my shoes featured in prestigious fashion magazines, and most recently, I was honoured to be recognised as one of the '10 Top Asian Fashion Designers To Note', by Habitus Magazine.

Well, that’s enough about me! Dive deeper into EOD by checking out the links below.



> Who Wears EOD Shoes