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.
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.”
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.
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!”