How's this for a Halloween treat? Forget the candy — a fab, mobile shoe closet is coming to town.
From Thursday, October 31 through Sunday November 3, the truck will be parked in the River Oaks District and open for guests from 10 am to 7 pm, giving shoe lovers a chance to see, feel, touch, and try on a vast array of boots, heels, flats, sneakers, and other chic choices.
The Houston visit is part of a multi-city U.S. tour that kicked off back in September and finishes up mid-December in California's Bay Area.
To be clear, shoppers won't get to take their favorites home with them; they'll still have to place orders and have the shoes shipped to their doors. But the shoe closet does offer the fantastic advantage of displaying every shoe in every size, giving fashionistas a try-before-you-buy confidence.
The traveling shoe closet is a 24-foot truck with floor to ceiling glass panels revealing the brand’s best selling silhouettes. Customers enter through the back of the truck, which opens up to inside the shop. That should provide endless Instagram opportunities for Houston's social media glam gals. (They can even track the truck on Instagram at @tamaramellon and share their own experiences with the hashtag #flashyourmellons).
“We are always looking for new ways to make luxury accessible to more women,” said Mellon in a press release announcing the shoe tour. “Driving cross-country to meet our customer gives us the unique opportunity to connect with her in person. To better understand our woman and her needs, nothing is more valuable than a face-to-face conversation.”
Tamara Mellon, globally known as the co-founder of Jimmy Choo, began her eponymous company as a way to redefine the luxury experience. With a set of designs made for and by women, Mellon ditched the high mark-up by creating personal relationships with leather designers in Italy, arranging for exclusive designs that offer luxe mystique without the luxury retail price. Those in the know love the brand for its Cobbler Concierge, which provides some shoe TLC if necessary.
For those who've already bought into the TM experience, the mobile shoe closet should help them show their friends what they already know: luxury doesn't have to be out of reach. And for those who don't yet know the Tamara Mellon story, it's a pretty safe bet that a shoe truck — come on, a shoe truck! — is going to be a big draw.