Our shoe story began… with Sue Scarlett’s first love – shoes! She dreamed (what girl wouldn’t) of one day owning her own store. In 2008 that dream was realised in Noosa Heads on Queensland’s Sunshine Coast, when she acquired her long-dreamed of shoe shop, I Cherry Shoe, following a successful career in hospitality and restaurant ownership.
Frustrated by the range of shoes and customer service available to regional stores such as hers, and with a clear vision of what she wanted in a shoe (style and comfort) Sue embarked on her first overseas buying trip and never looked back. Enlisting the help of husband David, with a background in manufacturing, they took the store’s own ‘I Cherry Shoe’ label from strength to strength.
Soon the idea to share her vision and experience with other like-minded regional shoe stores, began to take shape and their thoughts turned to creating a wholesale arm of the business. David was charged with the challenge creating a wholesale brand name to reflect their values and vision.
Alberto Ascari was an Italian Formula One racing driver and World Champion. He was known for his flair, flamboyance and style, but also for his practical precision and down to earth ways. It was this character that provided the inspiration, at least that’s the way David tells it. Sue thinks it’s because he drove a Ferrari, David’s favorite car!
In April 2018 after 13 years in operation and 10 years owned by Sue – the retail store was closed for Sue to semi retire and to focus solely on the wholesale business.
The Ascari wholesale brand was launched in 2011. And Sue’s love affair with shoes continues…