Our Story

How it all came to life

Shoe heaven’s bitter sweet journey began in the living room of Christy’s mother house in Taman Bukit Emas, Petaling Jaya.  Due to the lack of funds, bootstrapping was the only feasible way the business could kick off the ground.

It all started when Christina Ng, then working for a Swiss Pharmaceutical company decided to put her childhood dream to life and make some side income. Christy Ng is a pseudonym used in the initial stage during brand conceptualization as a symbol of reinvention in hopes of great things to come. After loading a few unique shoe designs on Facebook, the news went viral and the Christy Ng Shoes fan page gained thousands of fans within the first month.

How it All Begin : Shoe Heaven

Encouraged by the response, a simple blog using free wordpress shopping cart plugins was created.

Shoe Heaven Old Blog

As sales picked up in early-2011, a full-fledged e-commerce store was required to cater to the increasing demands and orders which were pouring in.

A store which runs 24 hours, 7 days a week


Christy thought that it would be a convenient way for consumers to shop for shoes at the luxury of their own home -with just a click of the mouse!  Mainstream brands were not readily available in the rural areas of Malaysia and e-commerce would be the most effective and feasible way for woman to shop for shoes.

The idea of having one single store where people from any part of this globe can shop at 24 hours a day and 365 days in a year was sexy. Being able to sell products we believed in and sharing our passion with the rest of mankind was mind blowing.  The world just suddenly becomes your oyster and possibilities started to seem limitless.


Relocating Shoe Heaven

To provide a better shopping environment for customers and a more conducive environment for all Christy Ng team members, Christy decided to relocate Shoe Heaven to Damansara Uptown, Petaling Jaya. The Shoe House was becoming cramp and team members will be soaking in their own pool of sweat all afternoon trying to get things in order.

Relocation of Shoe Heaven

One Fine Sun Shiny Day

This was momentous event of our signboard installation. From left to right: Crystal Ng, Operations, Christy and Sabrina Lai, Finance.

Christy Ng Sign Board

Both Sabrina & Crystal would spend their nights sleeping inside the office during the early days on relocation. We were working on a shoe string budget trying to set up the storage facilities, POS facilities, computer systems and everything from mending the furniture to throwing away old shoe boxes.

The team played an exceptional role and contributed heavily in bringing the office to life today.

“The office storeroom is a great place to sleep. I can sleep very peacefully.” – Sabrina Lai


Shoe Heaven’s mini Show Room


Brand’s Philosophy

Shoe Heaven is all about turning our childhood dreams to life.


Shoe Heaven

Every girl wants a closet filled with fabulous shoes. With that in mind, it is Christy Ng’s goal to recreate every girl’s shoe fantasies and turning them into reality by manufacturing unique, exceptional quality footwear at a decent price tag.
“With the right pair of heels, she can conquer the world.”

Welcome to Shoe Heaven, we hope we make a dent in your Universe!