The Deeasjer story is wrapped within the story of our founder and creator, Charlene Shearer. And this story started with the birth of a very special baby girl, Charlene’s daughter, Asjerdee. When Charlene was happily (and heavily) pregnant, a stranger asked her what she would call her precious new baby. She answered; “Asjerdee” The woman smiled and said, “Ah. Today”. Asjerdee is derived from the French word ‘Ajourd’hui’, meaning today. Because the day of Asjerdee’s birth would mark an incredibly important moment. A new beginning. A day of hope, of excitement and of love. A day that changed Charlene’s life forever in the most wonderful ways. Several years later, a different type of birth was happening. The birth of an idea as Charlene successfully completed her interior design degree and began to think big. To think about art and design and fashion. To think about shoes and the potential to develop a new brand like no other. And there was only one name for this fledgling luxury brand, Deeasjer. An anagram of the name of her precious daughter and a reflection of two of the most powerful moments in Charlene’s life. Since then the Deeasjer brand and team have grown, but the link to that powerful moment, that emotional past, remains.