ABOUT SDM

Smerilli Design Manufacturing was founded in Johannesburg in 2022 as the contemporary expression of that journey: a South African company informed by Italian footwear heritage and built around the realities of developing and manufacturing products today.

The Smerilli family’s connection to the footwear industry dates back to the 1950s. That background belongs to a working culture in which footwear is understood not simply as a finished object, but as the result of skilled hands, carefully judged materials and a sequence of interdependent processes.

Over time, that heritage travelled to South Africa.

More than two decades of professional experience in the country added a close understanding of its market, manufacturing environment and practical production conditions.

Alfonso Smerilli is the founder and driving force behind Smerilli Design Manufacturing.

He grew up in and around his family’s footwear workshop in Monte Urano. His grandparents were central to his upbringing and to the way he came to understand work. From his grandfather Damio, he learnt the discipline, precision and practical judgement of the Marche shoemaking tradition. Its historical depth is reflected even in Boccaccio’s Decameron, where "San Lepidio" is named in a passage referring to shoemaking.

Drawing came just as early. By the age of ten, Alfonso was already sketching shoes and developing his own models. He still remembers the design of the first shoe he regarded as entirely his own. His ability to draw earned the attention of teachers and classmates, but it soon became more than a childhood talent. It became a way of thinking through proportion, construction and purpose before a product reached the workshop.

After beginning his career in the family factory in Italy, Alfonso moved to South Africa in 1997. More than two decades of work across design, product development and manufacturing have given him a practical understanding of both Italian shoemaking culture and the South African production landscape.

Today, as founder of Smerilli Design Manufacturing, he remains directly involved in every stage of development. His approach is straightforward: a product must not only look right. It must fit, function and be capable of being made well and consistently.

Further reading: In April 2024, S&V Footwear & Leather Goods published a profile of Alfonso Smerilli, covering his family manufacturing background and career in the South African footwear industry.

Smerilli Design Manufacturing is shaped by both its Italian heritage and its South African identity.

Our Italian roots influence the way we approach product construction, material selection, proportion and attention to detail.

Our experience in South Africa allows us to work within the realities of the local market, manufacturing environment and supply chain.

This combination helps us provide clients with solutions that are technically informed, commercially realistic and appropriate for their intended market.

Manufacturing is only one part of bringing a product to life.

Before production can begin, a concept must be examined, developed and translated into a form that manufacturers can understand and reproduce.

For this reason, SDM places strong emphasis on the stages that come before production, including technical assessment, prototyping, material evaluation and product refinement.

We aim to help clients make informed decisions, avoid unnecessary complications and develop products with a clear understanding of how they will be made.

We believe that good product development depends on clear communication, realistic planning and respect for the design process.

Our approach is based on:

Practical Guidance

We explain the development and manufacturing process clearly, helping clients understand what is required at each stage.

Technical Awareness

We consider construction, materials, components, fit and production feasibility from the beginning of the project.

Collaboration

We work closely with clients and production partners to identify solutions and maintain consistency throughout development.

Confidentiality

We understand the importance of protecting original concepts, designs and project information. Client materials are treated with care and discretion.

Long-Term Thinking

Our aim is not simply to complete one product, but to help clients build a stronger foundation for future development and production.

Our vision is to contribute to the growth of high-quality footwear and leather goods development in South Africa.

By combining international footwear knowledge with local manufacturing experience, we aim to support stronger products, better production processes and more sustainable relationships between designers, brands and manufacturers.

SDM continues to grow as a platform for product development, technical support and manufacturing, while remaining connected to the family heritage that began in Monte Urano more than seventy years ago.