The wedge heel is an integral part of the design, it provides cushioning which acts as a shock absorber, caring for joints and bones (this is particularly important for people over the age of 50).

Unlike traditional rubber boots, the WedgeWelly offers a snug and supportive fit. Loose fitting boots can lead to flattened arches, resulting in injuries to your feet, ankles, knees, hips and back.

WedgeWelly became famous following its successful pitch on the hit TV show Dragons' Den. Theo Paphitis invested in the company and now owns 25%.

Theo Paphitis says "The WedgeWelly is a very exciting product, it's been designed to be both practical and stylish. It elevates the foot by 1½ inches, however gives the illusion of a higher, more sophisticated looking heel."

WedgeWelly boots are constructed from rubber compounds, and are 100% waterproof.