I was at heat towers last week and Hannah pointed to my bright pink jelly pumps and said “I used to wear jelly shoes when I was little!”
There is something brilliantly nostalgic about plastic jelly shoes. If you were born in the 80s PVC was fancy and exciting and alarmingly cheap. So cheap that anyone under 10 could easily get through 3 pairs of jellies in a summer. Sturdier than a flip flop and better for rock pooling, they were the ideal holiday shoe.
Jelly shoes were brilliant when you were little for the same reasons they are now, you can shove them on in all weathers and they don’t get wet. They’re good for puddles, beaches and fields. If you spill Ribena or a white wine spritzer on them, no problem! Simply remove, flap around a bit, pop it back on and carry on. In the late 90s jellies came back as a throwback back item and then they came back in the 00s as a 90s throwback item then again and again, so for the last 10 years they haven’t really gone away.
I bought my first pair of Juju “Vicky” mint green cut outs four years ago on an asos haul. I thought they would be “handy” to have as a back up shoe or for running to the shop in. They didn’t leave my feet for the whole summer and then into autumn and even winter for a dash across the road to get my nails done.
They have been a true friend, there for allsorts of capers. They’ve been to Glastonbury, survived seaside trips, British beach walks and actually very long city walks. They have been to brunches, cinema trips and one particular walk around an estuary. They have been strong and sturdy and shown love and tenacity in difficult times. Oddly they also seem to go with everything; dresses, shorts, harem pants, jeans and the most tailored of trousers all look outstanding with the Juju. I’m thinking of making them some sort of award.
But I knew it couldn’t last for forever, I knew they could only take so many train journeys, dog walks and trips to big Sainsbury’s. The other day I went to put them on and they felt different, sort of wonky and I looked down to see one of the cut out at the back had snapped. I wore them anyway.
You can imagine my concern when I saw they were no longer stocked on asos. Were they discontinued everywhere? A small brand that only saw one summer? What the hell would replace them? Thankfully though Office and Schuh both stock Juju Jellies and they of course have their own website. I bought a bright pink pair of Vicky’s as soon as I found out.
Juju Footwear is a family run business, started in 1986 and based in Northampton, which does make them something of A Brit Excellent. They are “exceptionally proud to call ourselves the creators of the the original British jelly shoe” and have been making shoes and wellies for over 25 years. Juju still use the traditional manufacturing method, in the same factory since they started. All their materials are sourced in England and are recyclable, so all the waste jellies are ground up to make new products which I LOVE. In 2012 they became involved in Project Jelly, making kid’s jelly shoes for charity and 20% of all their profits go to Great Ormond Street hospital.
I have just lost a full 40 minutes on jujufootwear.com and have a wishlist of about 18 pairs I want. They have every jelly shoe a person could ever need: heels, flats, cut outs, pastels, neons, monochrome, glitter, casual, smart, playful, high fashion, throwback and just good quality everyday sandals. I have genuine sorrow I missed out on their glittery jelly chelsea boots, making up for it with the glitter jellyboot. And a special mention has got to go to the Kigu parrot wellies. They also do amazing kids wellies for just £7.50.
In these times of changeable inclement weather, it’s good to have a true friend who will support you and be by your side. Or rather on your feet.