Launched in 1994 as a family business, Eldur Prod specializes in manufacturing shoes and leather accessories initially addressed to male customers and, starting with 2007, developing Smiling Shoes, a new brand mainly addressed to women.

Combining the company founder's experience for over 20 years in the footwear industry, with the young and bold spirit of the two sisters, Smiling Shoes earned their reputation as the go to brand for tailored shoes. "We were destined to create beautiful shoes. We were raised in a shoe factory, and that's not marketing, that's the true story of our life."

The brand also pioneered web retail, focusing on the online store smiligshoes.com since the beginnings in 2007. The continuously updated platform is designed to improve the shopping experience by tailoring content and incentives strategy based on customer behavior. The site has a fully responsive design and can be used on computer, mobile and tablet, and also a direct instashop application, giving customers an omni-channel experience and the opportunity to shop anywhere and at any time.