Founded in 1906, Cherry Blossom has been the nation’s favourite shoe care brand for 120 years, rising from humble beginnings in Edwardian London to becoming a household name and a globally recognised brand. We’ve been there through changing fashions, historic moments and everyday milestones.
As we celebrate our 120th anniversary, we’re looking back at the decades that shaped both Britain and Cherry Blossom. The 1910s were a remarkable decade: a time of change, resilience and determination. As the world transformed around them, people’s footwear evolved too, adapting to new lifestyles, new responsibilities and new realities.
A Decade Defined by Change
The optimism of the Edwardian era was short-lived. As the 1910s unfolded, Britain found itself facing one of the most significant events in modern history: the First World War.
When war broke out in 1914, everyday life changed dramatically. Millions of men enlisted to serve overseas, while women stepped into roles that had previously been unavailable to them, working in factories, transport, agriculture and industry. Society became more practical, more resourceful and increasingly independent.
Fashion reflected these changing times. Elaborate styles gave way to functionality, and clothing and footwear were expected to work harder than ever before.
Footwear for a Changing World
Women’s footwear became noticeably more practical as daily life grew busier and more demanding. Delicate embellishments began to disappear in favour of sturdier construction, lower heels and designs that offered comfort and support throughout long working days. Lace-up and button-fastening ankle boots remained popular, offering durability whilst still maintaining a touch of elegance.
Yet even during difficult times, there was still room for style. For special occasions, women often changed into evening shoes featuring delicate straps, embellishments and finer materials, offering a brief escape from the realities of wartime life.
For men, durability was paramount. Lace-up boots, Balmorals and Oxford shoes remained wardrobe staples, valued for their smart appearance and hard-wearing construction. Meanwhile, thousands of soldiers relied on robust military boots designed to withstand the harsh conditions of service.
Whether worn on the factory floor, the streets or the battlefields, shoes remained a symbol of pride, discipline and self-respect. A polished pair of shoes still said something about the person wearing them.
Caring for Shoes on the Home Front
During the war years, replacing worn-out footwear wasn’t always an option. Resources were limited, budgets were stretched and families were encouraged to make things last.
As a result, shoe care became more important than ever. Looking after footwear wasn’t simply about appearance; it was about practicality. A well-maintained pair of leather shoes or boots could last significantly longer, helping families make the most of what they had during uncertain times. Polishing, cleaning and protecting footwear became part of everyday life, helping shoes withstand rain, mud, hard work and constant wear.
Cherry Blossom’s Growing Success
While the nation was changing, Cherry Blossom was growing rapidly.
Just five years after its launch, the word of Cherry Blossom had spread across the country. In 1911, to celebrate the brand’s growing popularity, Cherry Blossom hired London’s famous Crystal Palace Exhibition and opened its gates to the public. Anyone carrying the lid from a Cherry Blossom tin received free admission. The response was extraordinary. Crowds poured in by the thousands, with more than 200,000 visitors joining one of the largest public gatherings London had seen at the time.
The momentum continued. In 1913, as demand for Cherry Blossom shoe polish continued to soar, the Mason brothers joined forces with Reckitt & Sons Ltd. to establish the Chiswick Polish Company. What had begun as a simple solution to a frustrating problem was rapidly becoming one of Britain's most recognised shoe care brands.
A Legacy of Resilience
The 1910s proved that even in the most challenging circumstances, people took pride in looking after the things that mattered to them. Shoes were more than a necessity; they were like trusted companions through changing times, carrying people to work, supporting soldiers in service and helping families navigate an uncertain world.
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