When a friend of mine, a confessed shoe addict, feverishly posted a link to Shoe Dazzle on her Facebook page, I was intrigued. And a little frightened. It’s just that the site (a shoe club that functions much like those ubiquitous CD clubs of the 90s) sounds too good to be true.

An offering from Shoe Dazzle

You take a survey. A team of expert stylists (apparently including reality TV star Kim Kardashian, who launched the online business) make personalized recommendations and then once a month (for the monthly membership fee of $39) you receive a new pair of shoes.

First off, how can an online survey detect my very individual taste in shoes? And second, for $39 am I buying a whole lotta pleather?

Well, according to About.Com’s Plus-Size Fashion, yes on both counts. “While the shoes were synthetic, I can’t say that I was particularly surprised, due to the price.” But: “Despite the fact that the shoes were not leather, they were carefully stitched and molded, and did not give the impression of cheap or inexpensive footwear, which is extremely important to me.”

More Shoe Dazzle selections

Other members also seem not to mind the synthetic material. Cyndi, a commenter on Upscale Swagger writes, “I am a Shoe Dazzler…great looking shoes, well made for faux leather, brillant idea Kimmy, Shoe of the Month club!”

Actually — and maybe surprisingly for a Web-based club run by a celebutante  who posed nude and released a workout DVD before launching her shoe service — the clammor of Shoe Dazzle is mostly positive.

Actually — and maybe surprisingly for a Web-based club run by a celebutante  who posed nude and released a workout DVD before launching her shoe service — the clammor of Shoe Dazzle is mostly positive.

Splendicity: “Remember when I mentioned I was shopping over at Shoe Dazzle? I got my package of awesome grey sky-high heels, and I thought that you might like to hear about what I thought. . . besides the fact that they were, um, awesome!”

Don’t like your monthly options? Choose the “skip a month” option and you’re not charged. But shoppers seem happy with the picks offered up based on how they answer a series of deep-reaching, soul-tapping questions (hint: Who’s style do you prefer, The Olsen Twins, Beyonce or Posh Spice?).

The cagey Marchesa

Blogger Plush Junkie seemed slightly flummoxed by her September choices, writing, “Here are the five styles of shoes that I was sent from my personal shoe stylists at Shoe Dazzle this month. Not sure if any of these are really doing it for me…” but then boldly admitting, “I am seriously drawn to the Marchesa and its eerie similarity to the YSL Cage heels that are hot right now.”

Maybe, just maybe, those expert stylists have found a way to tap our shoe psyches after all.