“ShoeDazzle is all about fun for our women,” says chief operating officer Deborah Benton. Step into this online shoe store and it doesn’t take long to see what she means. The home page’s main attraction, a “Personal Style Paradise,” lets shoppers choose among dozens of shoe and dress styles, and the fashion looks of celebrities like Jennifer Hudson and Reese Witherspoon, to determine each shopper’s own style and get suggestions from celebrity stylists. Scroll down the home page to see such features as video testimonials of customers happy to show off their own dazzling footwear. And on Facebook—where ShoeDazzle has been Liked by more than 1.5 million—shoppers can look inside one another’s “showrooms” of Liked products—and post a comment and even buy what they find appealing. That’s footwear fun.

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