Massaro's staff turn out about 1,500 pairs of shoes a year, 150 of which are for Chanel. But with such craftsmanship that his 3,000 regular clients believe the price is well worth it. While Massaro has made shoes for the Kennedy family, Elizabeth Taylor and the Duchess of Windsor, he said his biggest challenge was understanding why someone was willing to spend such a large sum of money on footwear.
"I have to understand their psychology and ask myself why are they coming here? Is it for a personal reason or to be more comfortable? Is it for a night out or for something in particular?
That's the hardest part of my job knowing how to approach the client." Once the customer decides on a style of shoe, an imprint of their foot is taken and a mould is made. Making the shoes takes about 40 hours, Massaro explained.
With racks of carefully crafted men's and women's shoes behind him, Massaro holds up the famous two-tone Chanel sandal, an icon of the fashion industry. "It has been copied a million times," he said. "My father and I worked with Coco Chanel to create this sandal about 50 years ago.
" The sandal's unique cut and use of color breathed life into an era when most women wore grey, Massaro said. With no son to take over the family firm from him, Massaro has sold his company to the privately owned Chanel, ensuring his craft will continue beyond his long overdue retirement. "If one day I retire, the business will still exist.
This office will still exist," he said, explaining that his father worked out of the space and that he had many memories there. "Right now we are preparing this season's collection to present at the beginning of July. Each year we make a new collection for Chanel, and we consult with (Chanel designer) Karl Lagerfeld.
"This is our 25th year working with Karl. He's a workaholic and a genius who inspires us. I admire him greatly.
" Motioning excitedly at a beige pump with a jewel ball wrapped around the heel, he explains it was made for Marlene Dietrich. Opening a case containing several pairs of shoes, he pauses, holding up a pair of elegant satin pumps he made for Barbara Hilton. "All my shoes are my children," he smiles.
Massaro's staff turn out about 1,500 pairs of shoes a year, 150 of which are for Chanel.
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