The D’Amelio Footwear Pop-Up Event

In the world of social media stars becoming business owners, the D’Amelio family is making their presence known with D’Amelio Footwear — a brand that blends style and comfort in a way their fans connect with.

D’Amelio Footwear officially launched in May 2023, with its first release happening on May 18 at 9 a.m. PST, as shared in a post on Instagram.

Run by popular TikTok personalities Charli and Dixie D’Amelio, along with their family, the brand is changing the game when it comes to building a successful shoe line.

Charli D’Amelio shared, “What’s great is that these are our shoes. So, if there’s even a small detail we don’t like, we can change it.

We make sure that everything from D’Amelio Footwear is something we personally love — and we believe others will too, because we’ve tested it, worn it, and made sure it’s just right.”

Every part of this brand is important to us, and what makes it even more special is that we’ve been able to build it together as a family.

Explanation About D’Amelio Footwear

The D’Amelios chose to step into the shoe industry instead of going for more common options like beauty products — a move that makes them stand out from others.

Marc D’Amelio said, “We didn’t want to follow the usual path. I think that’s why people were excited. It’s also the reason we chose footwear instead of makeup.”

Behind the brand, the D’Amelios are supported by a skilled team helping them along the way.

Marc D’Amelio shared that their head designer, Lauren DiCicco, is actually from their hometown. She has spent 20 years building a successful career in the footwear industry.

When they started working on their brand, Marc asked her to join the team — and she was excited to be part of it. He said they couldn’t have done it without her and the other experienced people on their team.

The idea for D’Amelio Footwear came from wanting to fix common problems people have with fashionable shoes.

“We love stylish shoes, but there was always some issue,” they explained. “Like, ‘These shoes look great, but they gave me blisters,’ or ‘They’re cute, but my feet hurt so much I can’t walk for days.’’

Charli D’Amelio shared that she often goes to red carpet events and wears high heels a lot. So, it’s been great to create shoes that not only look stylish but are also comfortable and easy to walk in. This shows how the brand focuses on both fashion and comfort.

Struggle Behind The D’Amelio Footwear

The D’Amelio family wants their brand to appeal to people of all ages.

Heidi D’Amelio said, “Dixie, Charli, and I all help shape the look of the collection, but since we’re from different age groups, I love how the styles can work for everyone.

There’s something for all kinds of people. And if it’s not in this release, it’s coming soon.

When people think of D’Amelio Footwear, I don’t want them to see it as just a kids’ brand. We’ve had women, friends, and family looking at the shoes and getting excited, saying things like, ‘That’s totally my style!’ It really covers all age ranges.”

For the D’Amelios, success is about more than just making money. Charli offered some advice to young people who want to start their own businesses.

She said, “Earning money is great, but it’s even better to work on things you enjoy and care about. That way, it doesn’t feel like work — and when it doesn’t feel like work, it’s actually fun!”

Marc D’Amelio also encourages young people to focus on building their personal brand and following their interests.

He said, “I always say, work on your personal brand and do things you enjoy. It’s a great time for young people because reaching customers is so much easier now than it was in the past.

If you have a great idea and a cool product, you can post it on social media and reach people directly.”

With D’Amelio Footwear, the family has built more than just a successful business — they’ve also created a community that connects with their audience.

By focusing on both style and comfort, and by staying true to who they are, the D’Amelios have shown they’re strong entrepreneurs who are helping shape the future of fashion.

As they continue to grow, D’Amelio Footwear is sure to make a lasting impact and inspire others to follow their dreams and redefine success.

The D’Amelio Footwear on NYC POP-UP

In September 2023, a few months after launching the brand, D’Amelio Footwear held a month-long pop-up event at The Grove in Los Angeles, in partnership with Shopify. Later, they brought a shorter pop-up to New York City but still planned several special events.

On March 9, they hosted a VIP event where Heidi D’Amelio led a panel talk in honour of International Women’s Day. The panel featured Melissa Clayton, CEO of Tiny Tags jewellery; Valerie Bruce, GM of BBC Studios Los Angeles; and a few surprise guests. According to the Shopify x D’Amelio Footwear website, Charli and Dixie D’Amelio were among the surprises.

During the weekend of March 9 and 10, visitors to the pop-up were also invited to create their own flower bouquets.