Cinderella is proof that a pair of shoes really can change your life.
This Thursday on the Fab Life we bring you breaking news, The Daily Shoe: fabulous heels delivered daily to your inbox. Ok, so this may not be the kind of news broadcast worthy for CNN, but the fashionistas among us will agree that trendy shoes deserve just as much attention as the war in Iraq.
The Daily Shoe was launched on May 13 2011 by Vogue Fox, a South African style consultancy which offers services such as personal shopping, styling and wardrobe advice.
“The idea of sending a daily shoe seemed a perfect way to provide my clients with something fun and cheery to brighten their day first thing every morning,” says Karen Loxton, Personal Shopper at Vogue Fox and Founder of The Daily Shoe.
Loxton started choosing interesting designer heels at the beginning of May 2011, sending one each day to a handful of clients. By October 2011, The Daily Shoe subscriber base had grown substantially to over 4 000 subscribers and fans thanks to word-of-mouth and social media.
“Some of my subscribers have written to tell me that receiving The Daily Shoe is their favourite moment of the day,” says Loxton, who has recently started focusing on South African designers and locally available brands in the newsletter.
The newsletter offers a simple look at a picture of the day’s chosen shoe, accompanied by the date and the name of the designer. “It’s important to keep the newsletter uncluttered, as one is faced with so much unwanted advertising nowadays. I wanted to give my subscribers a moment of joy, and then allow them to continue with their day, without needing to read any lengthy texts or advertising spiels.”
If you would like to subscribe to The Daily Shoe, log on to www.dailyshoe.co.za.
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