Perry Footwear has proved it is keeping up with the latest trends in fashion with a complete image makeover.

For the shoe shop, which is based in Reid Street and was formerly called Giorgio Beneti, has not only changed its name, but is also undergoing a whole re-branding process.

The official relaunch of the newly-upgraded store was earlier this month, much to popular acclaim of customers and passers by alike.

The shop was opened by Fernance B Perry in October 2005, but it has now been handed over to his daughter Tiffany Perry, who has set about changing everything from the stock to the appearance of the store.

"We did, as the name suggests, sell only Giorgio Beneti shoes from Argentina, but now we are expanding out and are looking to carry more brands," she said.

"Not only have we have changed the name out on the front, but we also have a whole new staff and our mentality is completely different as well.

"We are looking forward to 100 percent customer service and basically we will bend over backwards to help the customer and we want to go for more of a boutique experience."

Among just some of the new lines being stocked in the shop are women's brands Marciano, Enzo Angiolini, Lacoste, GUESS by Marciano, Kenneth Cole New York, Kenneth Cole Reaction, and Bandolino, and men's brands Steve Madden Men's and Kenneth Cole, from the US and Argentina, while prices are very competitive compared to the US, according to Ms. Perry. Fine leather briefcases will also be available for the male shopper.

"We are carrying more of a trendy line with something to suit everybody," she said.

"Before it was more traditional shoes, but now we are trying to do more unique ones, which makes it more of a personal touch, although we will still carry the mens line in Giorgio Beneti, but we won't carry the women's line any more."

Ms. Perry recently completed her MBA in Business at Liberty University in Virginia, US, and is now looking forward to applying her skills learnt in the lecture theatre to actually running a business proper.

"The business is actually owned by my father, Feranance, and after completing my masters, as soon as I came back inMay, he threw it 100 percent on me and I am just trying to get a new image out there at the moment," she said.

"I was kind of nervous because I am 24-years-old and I have never done anything so big, but so far I am looking forward to the future, it is all looking very positive.

"I have a passion for marketing and it was a challenge and one that I really embraced.

"Seeing as I was just thrown in at the deep end and I found that I have floated naturally and I am just enjoying it, coming up with new and creative ideas and implementing them."

Ms. Perry, who doubles as a buyer and general manager, is just part of the whole Perry family business empire, with her cousin Lisa Perry working as shop manager, among the four full-time and two part-time staff at the store.

For now though, Tiffany is the one looking to make her name in the long line of family success stories.