Comfy heels? Turns out it is rocket science

Apparently, it takes rocket science to make high heels comfortable.

A New England firm, working with an MIT-trained rocket scientist, yesterday unveiled what it claims to be a footwear breakthrough -- one that makes sexy high heels nearly as easy to wear as sensible shoes.

HBN Shoe LLC of Salem, N.H., which markets products under the Insolia brand, is now selling $9.99 weight-shifting inserts in CVS stores and will roll them out to other outlets this year.

Unlike cushion inserts already available on the market, the Insolia technology shifts the body's weight off the ball of the foot by changing the inside of the shoe to place the foot into the optimal position for a high heel. HBN says the technology reduces forefoot and toe pressure, gives better balance, improved body alignment, and ankle stability. Better yet, the inserts are small, slim, and clear, so nobody knows what's inside your $600 Jimmy Choo stilettos.

"Bringing comfort to high heels really is rocket science," HBN president Michael Backler said. "Finally, women can feel comfortable all day long in any high heel of their choice."

Other companies have attempted to combat the havoc high heels wreak on women's feet. Nike Inc., for instance, rolled out its Cole Haan G Series that applies Nike Air technology to create chic comfort. Aerosoles is a footwear brand dedicated to selling comfortable shoes with cushioned insoles.

The most common approach to easing the pain, so far, has been padding or cushion inserts but these efforts don't reduce pressure, Backler said.

"It masks the problem," he explained. "It's kind of like putting a band-aid on a cut that needs stitches."

The research team that helped develop the Insolia inserts included Brian Hughes , a rocket scientist with a degree from MIT and podiatrist and HBN founder Howard J. Dananberg. The Insolia Inserts are part of a family of products used in high-heel shoe manufacturing, including DKNY brand shoes. But this is the first time consumers can directly purchase the inserts.

HBN expects this year to roll out the inserts to other drug stores and grocery stores, including Stop & Shop, in the United States and overseas.

"If it works, that would be awesome because I live in heels and I never wear anything less than a three-inch heel," said Tracey Deuschle , of Newport, R.I., who owns 50 pairs of high heels and always carries flip flops in case she needs to walk long distances. "We women really need this, and we've waited long enough."

Jenn Abelson can be reached at abelson@globe.com. Chris Reidy of the Globe staff contributed to this report.