Celeb-Loved Luxury Brand Rolls Into Highland Park Village — Step Up to the Shoemobile

Popping up at Highland Park Village, a 24-foot mobile shoe truck has parked itself at the shopping center. Tamara Mellon, launched in 2016, is a direct-to-consumer brand that’s currently making its way around the country on wheels.

Founder Tamara Mellon originally co-founded Jimmy Choo in 1996, giving her tons of experience in the luxury shoe business. First, an online-only concept, Tamara Mellon has expanded to a mobile pop-up shop that doubles as a massive shoe closet.

After a stop at River Oaks District in Houston last weekend, the shoemobile has made its way to Dallas and is selling heels, boots and sneakers through Sunday, November 10. Next, it will roll on to Arizona and California.

A celebrity favorite, Tamara Mellon designs have been worn by Kendall Jenner, Meghan Markle and Katie Holmes. The female-led brand offers products all designed by women and also includes flats, pumps, sandals and bags.

The shoe closet is incredibly organized. It’s even color coordinated. Floor-to-ceiling glass panels feature several styles. Sections are divided by size making it easy to find and try on shoes. Once you find a good fit, you’ll pay there and products will be shipped directly.

Direct-to-consumer brands, including Texas brands Leatherology and Tecovas, are transitioning to a new kind of shopping experience, trying to make deeper connections with their customers. Tamara Mellon is no different. At the pop-up, you’ll have a chance to actually touch, feel, and try the shoes before you buy.

The Tamara Mellon shoe closet will be open (between Balenciaga and Celine) this Wednesday through Saturday from 10 am to 7 pm, and Sunday until noon.