THE IDEATION OF HYPNOTIC
Two best friends. One big gap in the Australian dance scene.
Adem, a commercial dancer, wanted stylish, functional dance heels in his size. But every time he went looking, he hit the same wall: expensive overseas shipping fees, steep exchange rates, or being shown a limited “men’s heel” that never felt like his style.
Danni, a heels dancer and teacher, saw the same problem from a different angle. Her beginner students were being thrown into advanced-level heels before they were ready.
So they decided to build their own answer.
It started with Adem. For a year, he worked alone—sourcing suppliers, researching materials, and trying to fill a glaring hole in the Australian market. Then he invited his best friend Danni to join him.
Danni had one condition: design a shoe for beginner dancers. Not a stripped-back shoe, but a real heels shoe that let dancers choose their heel height based on their level and comfort. From first-timers to advanced performers.
That conversation changed everything. Together, they have created the most inclusive dance heels brand in Australia—featuring unisex sizing and customisable heel heights on every single design.
THE FOUNDERS
Adem - is the creative force behind Hypnotic Heels. A dancer but a designer at heart, he studied design at Torrens University and works full time while building the brand behind the scenes. Every spare evening and weekend goes into Hypnotic — whether it’s designing, sketching, sampling, or refining each concept. He is behind the silhouettes, colourways, design details, and many of the ideas that shape the overall identity of Hypnotic Heels. Adem makes sure every product is not only designed well, but created to exceed expectations in quality.
Beyond the shoes themselves, Adem also leads much of the creative direction of the brand — from concepts and campaign ideas to photography, visual content, and the overall look and feel of each release. From the first sketch through to final samples, he brings a bold creative eye and strong attention to detail, making sure every piece feels distinctive, intentional, and true to the Hypnotic vision.
Danni - An emergency nurse by day and night, she balances long shifts with pouring every spare moment into the brand — whether she’s setting up products on the website, answering customer emails, packing and shipping ready-to-ship stock.
Danni has been dancing since she was a kid and has spent the last five years teaching commercial heels, sharing her knowledge in classes across Australia.
That teaching experience lives in every pair of Hypnotic Heels. Danni understands that every dancer is different — which is why customisation has always been such a huge part of the brand. She believes dancers should be able to create heels that suit their individual needs. Danni has also been a driving force behind why we run Hypnotic Xperience, helping bring community-focused events to dancers across Australia and creating opportunities for students to train with our incredible teachers/ambassadors.
THE HYPNOTIC DESIGN PROCESS
Most brands buy off-the-shelf samples. We don’t.
Adem drafts every, single, design himself, sometimes starting with pencil sketches, sometimes mocking things up digitally. Then comes the sampling. Sampling to make the perfect heel can take up to a year, and multiple rounds. Adem, Danni and their small team of Hypnotic Abassadors put the samples through their paces, and every piece of feedback is fed back into the design. This rigerous process ultimately creates the best, most stylish dance heels in Australia.
HYPNOTIC XPERIENCES
In just over a year Adem & Danni have built a strong community with sell-out dance weekends all over Australia. They bring together the best dance teachers in Australia to lead workshops and classes. Community, Music, movement, and a room full of people who attend to train and feel good.
The dance events and fun, uplifting, and a genuinely safe space to express yourself—whether you're on your first pair of heels or your tenth.
The demand has been wild. As soon as one Xperience weekend ends, we're already planning the next—because our Hypnotic community are always asking for more!
If you haven't attened an Xperience, make sure you sign up to our newseltter below to find out where and when the next one is.
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