Talk about shoe obsessions. A new monthly online society called ShoeDazzle.com has launched on the net and fashonista Kim Kardashian is giving it a seal of approval. Better yet, she’s choosing what shoes to send to the members who pay to receive new, of the moment, shoes delivered to their door. Many of us will benefit from not going to the stores and fighting for those heel deals, I’m just not sure our closets will be too happy.
Kardashian teamed up with LegalZoom founders, Robert Shapiro and Brian Lee, to deliver clientele trendy, affordable shoes every month. ShoeDazzle.com taps into the expertise of Hollywood stylists who recommend shoes for customers based on people’s fashion personality as determined by the site’s “style sensibility questionnaire.” The site offers a highly personalized shopping experience at the affordable price of $39 per pair, including shipping.
To learn more about the site, and of course about the shoes, Ms. Kardashian herself, Co-Founder and Chief Fashion Stylist, spoke to Blast about the endeavor.
Blast: In knowing that you have very good fashion instincts but also high fashion taste, what led you to create a site that offered fashionable but most importantly, affordable foot wear?
KIM KARDASHIAN: I love high fashion but am equally a fan of stores like H&M and Forever 21; so looking good doesn’t always mean you have to spend a million bucks. I started ShoeDazzle because I know that all women love shoes, and with the economy the way it is right now, some people feel like they have to forgo fashion trends because they don’t have the means to buy the styles they want.
BLAST: You wear great outfits and have experience with clothes, why focus on shoes; and, is there a plan to expand on this idea to introduce new items?
KK: ShoeDazzle.com gives women a way to wear their favorite trends, and have a Hollywood stylist choose shoes for them for $39. It can’t get much better than that. I already have the clothing store I share with my sisters, DASH, and my closet re-organizing business. It just seemed like a natural fit to add shoes into the mix-especially because I love them so much.
BLAST: Where did the concept to create a “quiz” where women can tell their preferences and then be updated on what is in stock for them via e-mails come from?
KK: We knew that in order to provide custom shoe choices for each member we were going to have to find out more about the member and her individual style. What better way to do it than with a quiz? To me, the style sensibility quiz on the site is sort of a mix between a questionnaire on a dating site and one of those entertaining quizzes in women’s magazines. The mix of the two allows us to find out about each customer while also keeping it brief and fun to take.
BLAST: What do you hope customers will enjoy the most from your new business?
KK: For me, the best part of ShoeDazzle.com is the personal shopping experience and the chance to be paired with a Hollywood stylist that picks shoes for you. That is a service that can cost hundreds of dollars and something that most women just don’t have access to.
BLAST: How has the relationship with your partners made the product better?
KK: I’ve known Bob Shapiro for a long time. He’s a close family friend and a really smart guy, which makes him wonderful to work with. And the fact that he and Brian Lee, our other partner, had such success with the Legal Zoom concept made me feel confident that they knew how to bring the right technical experience to make ShoeDazzle work the best it could.
BLAST: Why would you recommend your site and what would be the one piece of advice you give to costumers who are putting together an outfit?
KK: I’d recommend ShoeDazzle because everyone woman deserves some personalized attention when it comes to shopping, and hey, you can never have to many shoes. And this way, you have a new pair of trendy shoes every month of the year and you are always looking updated and stylish when you go out! My advice to customers looking to put together a great outfit? Shoes make the outfit! They are the best accessory.
“I realize that not every woman has the opportunity to shop on Rodeo Drive or Madison Avenue, but I still think that every woman deserves A-list treatment,” she added. “That is why I partnered with some of the smartest men I know to develop a shopping forum that is not only convenient to use but that also offers styles I would wear myself.”
After launching March 19, ShoeDazzle opened its services exclusively to 5,000 charter members. Those wanting to join the “society” after the initial 5,000 members will be added to a waiting list and will be notified as soon as additional memberships become available.
Shapiro and Lee founded LegalZoom.com together in 2001. It’s an affordable at-home online legal document preparation service site. They’ve taken their extensive web experience and fused it with Kardashian’s spot-on fashion sense to create a simplified and personalized shopping experience for every ShoeDazzle member.
“ShoeDazzle is the right business at the right time. Women love shoes and want to look great but they demand value,” said Lee. “At ShoeDazzle, we cater to our members’ needs and desires by leveraging our talented team of fashion experts, led by Kim, to choose gorgeous shoes and to offer them at an incredible price.”