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Date 6 July 2020
Filed under Tad Talks, An Interview Series

Katie, Founder of Rogue Matilda

We met with Katie Cary, founder of shoe brand Rogue Matilda to talk jewellery, daily motivations and what's next for her brilliant company. As an award winning creative and owner of the most colourful collection of shoes, Katie is a woman we want to know!

The Daily

First thing you do in the morning? Walk the dog. I love the clarity it gives you and I won't look at my phone until I've got back.

What motivates you daily? Creativity. I can't imagine a day when I'm not using my hands to do something; whether its making pasta, drawing a shoe or painting a wall.

The Work

What was your inspiration for setting up Rogue Matilda? I found shopping for shoes impossibly hard, and as a result often just wore Converse. Traditional brogues were uncomfortable, ballet pumps unsupportive, boots unflattering and Nikes unprofessional. I wanted to create something that was well made and smart, but had the colour and comfort of a trainer.

What is the best lesson you have learnt so far? Always read the small print. I used to skit over T&Cs and now I read them in great detail. Sometimes you need to make a mistake to learn the lesson and I learnt the hard way with my first contract.

Career Highlight so far? Winning the Drapers Footwear Designer of the Year in 2019. It was such an amazing evening and so much fun to go up on stage to get the award in a room full of people I respect so much from the footwear industry.

What’s the best piece of advice that you have been given? If you have an idea, do it. Because if you don’t someone else will. Anyone can have an idea, but only a few will follow them through.

What’s next for you and for Rogue Matilda? We’ve recently introduced bags to the collection and from September onwards we’re expanding our show offering to include Chelsea boots, sandals, loafers and sliders.

Who is the Rogue Matilda girl? For the Rogue Matilda girl her city is her catwalk and her style is an expression of her personality. She’s not tied to trends, but prefers to buy unique pieces she will love forever and she fully embraces colour.

The Jewels

What is your most treasured piece of jewellery? My engagement ring which my husband designed. I love the fact that it’s a part of him that I can carry around with me, rather than a piece which I picked on aesthetic.

If you could access anyone’s jewellery collection – dead or alive who would it be? Elizabeth Taylor. She had amazing show-pieces which I would love to wear to events.

What is your favourite piece of Tada & Toy? I’ve had my gold Star Cuff for years and it’s become a key piece of my daily jewellery, however I’ve fallen head over heels for the gold Seashell hoops. For a hoop-lover like me they’re a great upgrade for the evening.

The Tips

Saturday night: Go out or stay in? Go out! I love to dance, and I’m also lucky enough to have my office opposite my house so I tend to stay close to home during the week.

Favourite travel destination? Mallorca – I would live there in a heartbeat if we could.

Favourite London restaurant? Minnow on Clapham Common. They have a seasonal menu which changes every month and is always delicious.

Favourite Instagram accounts to follow? @accidentallywesanderson @historycoolkids @vinterior

We loved speaking with Katie and hearing her thoughts on taking the plunge to create your own business and the power of colour. Head over to Rogue Matilda now to get your shoe fix.



Tansy Aspinall

Tansy Aspinall is one-half of Tada & Toy.

Standard Returns Policy

We will be happy to offer an exchange or refund within 7 days of purchase. Goods purchased online must be returned to us in perfect condition and in their original packaging in order for us to process an exchange or refund.

Sale No returns on sale items (including flash/limited time promotions). For returns of store/pop-up orders, please keep your invoice or receipt for proof of purchase. We are unable to offer a return on items without a proof of purchase.

Earrings For hygiene reasons we are unable to accept returns on earrings unless faulty.


Please request a return form by emailing customer@tadaandtoy.com. We will send you a returns form along with your return number. Complete in the form and enclose item(s) in package.

The item(s) must be packed securely in the packaging in which you have received it. We are not liable to refund you if the jewellery item is returned to us broken. please enclose any additional items (jewellery box, promotional gifts).

Once you have added all items and the returns form pack the items back in the parcel and send it back, via recorded delivery to:

Tada & Toy, 341 Portobello Road, London, W10 5SA

The credit card or paypal account used for the original purchase will be credited with the original price within 30 days or your order provided that the goods in question are returned by you and received by us in the condition they were delivered to you.

For all returns, except where the item is faulty, you will be required to arrange and pay for the return of the products. We cannot accept responsibility for any parcels lost in transit.



Our jewellery is made with 92.5 sterling silver and 18ct gold plated vermeil. Sterling silver will naturally tarnish and gold plating will gradually fade over time. Here are some steps to help prevent this:

Avoid your jewellery when spritzing perfume and applying lotions.

Salt & Sweat
Gold and silver can be damaged by chlorine and salt so remove before your work out or dip in the sea.

Keep your sterling silver jewellery clean by gently washing in warm soapy water and using a silver cleaner. Always remember to rinse and dry. To clean all Tada and Toy jewellery use the polishing cloth provided or any soft cloth.


UK: Standard Delivery: £4 (2-3 Days)

UK orders will be sent out via DPD and you will be notified with a tracking number as soon as your order is fulfilled.

UK: Next Day Delivery: £8 or *Free* For Orders Over £100

UK orders will be sent out via DPD and you will be notified with a tracking number as soon as your order is fulfilled. Please note orders must be placed before 1pm to be guaranteed next day.


Rest of The World: £15

International Shipping takes 5-10 working days. VAT and Import Duties are not included in the shown price and will be added by the shipping provider before delivery if applicable.

We deliver to the following countries outside the UK:

Andorra, Argentina, Australia, Austria, Belgium, Canada, Czech Republic, Columbia, Croatia, Cyprus, Denmark, Finland, France, Germany, Greece, Guernsey, Hungary, India, Indonesia, Ireland, Isle of Man, Israel, Italy, Jamaica, Japan, Jersey, Jordan, Latvia, Liechtenstein, Lithuania, Luxembourg, Macau, Malaysia, Malta, Mexico, Morocco, Netherlands, New Zealand, Nigeria, Norway, Panama, Peru, Poland, Portugal, Romania, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, USA, Ukraine.




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