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David Jones

The Shoes of your Dreams

Marilyn Monroe famously said, "Give a girl the right shoes, and she can conquer the world." Easier said than done as most women can attest to. Finding the right shoes, our dream shoes, ideally combining style and comfort, is a lifelong search that has most of us turning into a modern-day version of Goldilocks — too high, too low, too pointy, too boring. But if there's anything fairytales have taught us, is that sometimes dreams do come true, and shoe brand Shoes of Prey promises to grant almost every shoe wish. 

Launched in October 2009, Shoes of Prey was co-founded by Australian Jodie Fox to solve a problem most women can relate to."I couldn't find shoes I loved...and felt like I was compromising between comfort and style," she says. What resulted was a custom shoe service in where women can design their dream shoe, and get exactly what they want. Flats, heels, wedges, sandals and boots can be designed to order with the style, colour and fit made to their specifications.

Co-founder Jodie Fox in the Shoes of Prey concept space at David Jones

It's an innovative idea so it's not surprising that since launch, Shoes of Prey has won several retail awards, including a World Retail Award Store Design of the Year for their concept store located in David Jones in Sydney. The space, located on Level 4 of the Elizabeth St store, allows shoppers to try on sample shoe sizes; touch the materials used to make the shoes, from leather, fabric and exotic prints; and create their designs and place their orders on the easy to use tablets with a shoe stylist on hand to help you every step of the way. (It is literally, the most glamourous shoe design studio.)

From left to right: Shoe wall and materials; Creating designs on the tablet

With thousands of design variations available, customer service is key to help and guide shoppers narrow down their options and designs; and if you have a change of heart about your final design, there's a very generous return policy of 365 days for a remake or a full refund. Shoes of Prey's partnership with David Jones has also extended online with their bestselling styles, including the very stylish Allie flat, available to purchase online in a wide size range with the additional option to make width adjustments to ensure your perfect fit. Monogramming options are also available, a luxurious touch particularly irresistible to brides and gift givers.

It's a delightful experience from start to finish, culminating in unwrapping a pair of shoes custom created to your own unique design. And if that's not a fairytale ending, we don't know what it is.

Shop bestselling styles from Shoes of Prey:

  • 1

    Allie Pointed Toe Flat

    With a refined shape perfect for both work and weekend, the Allie pointed toe flat is a chic twist on a practical shoe.

    Shop Now
  • 2

    Heeled Sandal with Ankle Cuff

    An on-trend strappy sandal adorned with an ankle cuff and tassel.

    Shop Now
  • 3

    Round Toe Pump with T-Bar

    A retro-inspired pump with a T-bar strap and nude patent toe.

    Shop Now