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Shaunell Robinson began her journey as an accounting graduate from Georgia State University. However, her love for fashion and passion for shoes, in specific, birthed the idea of opening up her own shoe boutique in 2010. After much insight and thought, Shaunell realized that every boutique carries the same styles, brands, and nothing innovative. It wasn't until 2011, when Shaunell decided she had the ability to design her own shoes and start a line herself, entitled Shaunell Robinson. Conceited, the name and theme for her first collection, derived from several aspects. Shaunell wanted to make every woman feel "at their best" when wearing her collection. Shaunell also wants her clients to look good, feel good, and have the appearance of being "Conceited" while rocking her latest styles.