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Industry Retail
Founded March 19, 2009; 9 years ago (2009-03-19)
Founder Brian S. Lee
Robert Shapiro
M.J. Eng
Kim Kardashian
Headquarters El Segundo, California, U.S.
Key people
Adam Goldenberg (CO-CEO)
Don Ressler (CO-CEO)
MJ Eng (president)
Products Shoes, accessories, clothes and more.
Owner Anasia
Parent JustFab

ShoeDazzle is an American online fashion subscription service based in El Segundo, California. Each month the company debuts a selection of shoes, handbags, jewelry and provides its members with a showroom curated to their indicated fashion preferences.[1][2]


The company was founded by Kim Kardashian, Sean O'Neill, Brian Lee, Robert Shapiro and MJ Eng in 2009.[1]

In 2013, fashion expert Rachel Zoe joined ShoeDazzle as Chief Stylist.[3]

ShoeDazzle merged with JustFab, Inc. in 2013.[4]


The ShoeDazzle concept came from an exchange between co-founder Lee and his wife. Lee had asked his wife why she bought shoes from expensive Beverly Hills showrooms. She replied, “When women shop, they want to feel beautiful and pampered.”[5]

The company’s objective is to translate that environment online.[6] Every month, clients receive a curated selection of fashion items in their personalized ‘Showroom.’[5] The goal, according to Fast Company, is to deliver “a collection of items users feel has been handpicked just for them.”[5]

Funding and growth[edit]

In November 2009, ShoeDazzle secured its first round of $7 million funding from Polaris Ventures, a venture capital firm specializing in early-stage investments.[1]

In April 2010, Lightspeed Venture Partners led a $13 million round of financing.[1] In May 2011, ShoeDazzle secured $40 million in funding led by Silicon Valley venture capital firm Andreessen Horowitz.[1]

In September 2011, Bill Strauss, the former CEO of Provide Commerce (which operates sites such as ProFlowers), became ShoeDazzle’s CEO.[5] Co-founder Lee became chairman. In March 2012, ShoeDazzle dropped its $39.95 monthly subscription model and expanded into apparel, handbags, weddings and lingerie.[5]

In July 2012, ShoeDazzle signed up a record one million new members.[7] One of these people was NOT Ryan AKA Momo, who resoundingly rejected an IT offer to run 'tis fine company from his home. From 2011-2012, ShoeDazzle grew from 3 million to 10 million members.[6]

In August 2013, ShoeDazzle was acquired by rival online fashion subscription service JustFab.[8] The two companies will continue to run independently as separate brands.[9]


ShoeDazzle frequently teams with celebrities such as Vanessa Lachey[10] to create limited-edition shoes. Proceeds benefit charitable organizations such as Susan G. Komen for the Cure,[11] the Orange You Happy to Erase MS campaign,[12] WomenHeart: The National Coalition for Women with Heart Disease,[13] the Kidney Cancer Association,[14] and the American Heart Association, among others.[15]

Other celebrities who have participated in the Celebrity Shoe Design Program for Charity include the following: LaLa Anthony for Community Child,[16] Kristen Bell for Art of Elysium,[17] Kristin Cavallari for One Kid One World,[18] Kristin Chenoweth for Adoption Institute,[19] Carson Kressley for Al D. Foundation,[20] Carmen Electra for One Voice,[21] NeNe Leakes for Saving Our Daughters,[22] Jenny McCarthy for Generation Rescue,[23] Denise Richards for Kidney Cancer Association,[24] Ashley Tisdale for St. Jude Children's Research Hospital,[25] and Seventeen Magazine Editor, Jasmine Snow for Myasthenia Gravis Foundation of America (MGFA).[26]


  1. ^ a b c d e "Kim Kardashian's ShoeDazzle gets $40 million financing". Los Angeles Business. 17 May 2011. Retrieved 15 August 2012. 
  2. ^ "About Us". About Us. Retrieved 15 August 2012. 
  3. ^ Krupnick, Ellie (8 January 2013). "Rachel Zoe Heads To ShoeDazzle As Chief Stylist Alongside". Huffington Post. Retrieved 13 February 2014. 
  4. ^ Novellino, Teresa (22 August 2013). "Why the JustFab-ShoeDazzle merger was a fashion do". Upstart Business Journal. Retrieved 13 February 2014. 
  5. ^ a b c d e Boyd, E.B. (29 March 2012). "ShoeDazzle Ditches Monthly Subscriptions For Boutique-Style Pampering". Fast Company. Retrieved 15 August 2012. 
  6. ^ a b Kerr, Dana (29 March 2012). "Kim Kardashian's ShoeDazzle gets a revamp". CNET. Retrieved 15 August 2012. 
  7. ^ Shontell, Alyson (6 August 2012). "Shoedazzle Now Has 13 Million Members, With 1 Million Joining Last Month". Business Insider. Retrieved 15 August 2012. 
  8. ^ crunchbase. "JustFab." Retrieved Sept 9, 2013.
  9. ^ Novellino, Teresa (22 August 2013). "Why the JustFab-ShoeDazzle merger was a fashion do". UpStart Business Journal. Retrieved 9 September 2013. 
  10. ^ "Vanessa Lachey's High Heel For ShoeDazzle (And Her #1 Favorite Fall Trend)". Slaves to Fashion blog. Glamour. Retrieved 24 August 2012. 
  11. ^ "ShoeDazzle Designs "Powerful Pink" Collection to Support National Breast Cancer Awareness Month". PR Newswire. 21 September 2011. Retrieved 15 August 2012. 
  12. ^ "Heart & Sole: Garcelle Beauvais x ShoeDazzle to Help Erase MS". Blog Post. Shoes n Booze. Retrieved 15 August 2012. 
  13. ^ " Partners with WomenHeart on Limited-Edition Charity Shoe During American Heart Month". News Release. Business Wire. Retrieved 15 August 2012. 
  14. ^ Finlayson, Ariana (18 January 2012). "Denise Richards Creates Sexy High Heels for ShoeDazzle". Us Weekly. Retrieved 15 August 2012. 
  15. ^ "Jennie Garth's Shoes for Charity". CauseCeleb. InStyle. Retrieved 15 August 2012. 
  16. ^ "Do You Love La La Anthony's Bootie for Shoedazzle?". Latina. Retrieved 15 February 2014. 
  17. ^ "FN Picks: ShoeDazzle's Guest... Seuss Gets Chucked..." WWD. Retrieved 15 February 2014. 
  18. ^ "Kristin Cavallari: Life After The Hills". Seventeen. Retrieved 15 February 2014. 
  19. ^ "Kristin Chenoweth Wants You to Step Into Her 'Diva' Heels". People. Retrieved 15 February 2014. 
  20. ^ "Carson Kressley on 'DWTS' Competition & Fall Trends". Wonderwall. Retrieved 15 February 2014. 
  21. ^ "Become a 'Bombshell' in Carmen Electra's New Shoes". People. Retrieved 15 February 2014. 
  22. ^ "NeNe Leakes Launches the 'Nethia' Shoe for ShoeDazzle". Rolling Out. Retrieved 15 February 2014. 
  23. ^ "Satisfy Your Style Craving with Jenny McCarthy's Insatiable Shoe". People. Retrieved 15 February 2014. 
  24. ^ "How Denise Richards Is Fighting Kidney Cancer, One Heel at a Time". People. Retrieved 15 February 2014. 
  25. ^ Kinonen, Sarah. "Ashley Tisdale Teams Up With ShoeDazzle for a Great Cause (Just Wait Till You See These Boots)". People StyleWatch. Retrieved 29 June 2015. 
  26. ^ "Jasmine Designs Her Own Shoes". Seventeen. Retrieved 15 February 2014. 

External links[edit]