👠 Jimmy Choo to Ecommerce Pioneer

Plus how inventory chaos could be wrecking your business & Walmart expands Zepeto metaverse collaboration.

Author

Grant Parker
January 17, 2025

👋 It’s Thursday, and we’re stepping into the incredible journey of how Jimmy Choo’s roots inspired an eCommerce empire. Plus, we’ll unpack how inventory chaos might be quietly sabotaging your business and dive into Walmart’s bold move in the Zepeto metaverse collaboration. Let’s get started!


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From Jimmy Choo to Ecommerce Pioneer: How Tamara Mellon Redefined Luxury Footwear

What if you could turn a small cobbler’s workshop into one of the most iconic luxury shoe brands in the world? That’s exactly what Tamara Mellon did with Jimmy Choo. With no formal education in fashion, Mellon transformed her love for accessories into a global empire. Along the way, she pioneered innovative marketing strategies and a new approach to e-commerce. Her journey offers valuable lessons for anyone building a brand, especially in the competitive world of e-commerce.

Tamara Mellon’s story is about more than just creating beautiful products—it’s about bold ideas, relentless innovation, and embracing challenges head-on. From establishing a name in the luxury fashion world to adapting her business model for the e-commerce age, Mellon has shown how resilience and vision can turn dreams into reality. For anyone striving to succeed in business, her journey is both inspiring and instructive.

Here’s how Tamara Mellon’s vision reshaped luxury footwear—and what e-commerce entrepreneurs can learn from her story.

The Numbers

📅 Jimmy Choo Founded: 1996
💰 Initial Investment: $150,000 (~$300K today)
🎥 Marketing Breakthroughs: First luxury shoe brand at the Oscars
🔥 Legacy: Sold to private equity firms, then Capri Holdings
👟 Retail Impact: First store opened adjacent to London’s luxury district
🌐 Digital Innovation: Introduced pre-order and drop models in e-commerce

Step 1: Identifying a Gap in the Market

As the accessories editor at British Vogue, Mellon noticed something striking—there were few luxury shoe brands catering to women who wanted bold, creative designs. The market was dominated by Manolo Blahnik, leaving a gap for something fresh.

She found Jimmy Choo, a cobbler in London’s East End, crafting custom shoes. Mellon realized his technical talent combined with her creative vision could fill that gap. Together, they launched Jimmy Choo as a brand that blended craftsmanship with high-fashion aesthetics.

Takeaway: Successful brands solve problems or fulfill unmet desires. Identifying and owning a niche can make all the difference.

Step 2: Marketing Beyond the Ordinary

In the mid-90s, luxury brands relied on exclusivity and traditional advertising. Mellon took a bold step by bringing Jimmy Choo to Hollywood. She set up a suite at the Oscars, offering custom-dyed shoes to match actresses' gowns—a move unheard of at the time.

This strategy put Jimmy Choo on the map, earning coverage in magazines and screen time in Sex and the City. The brand’s visibility skyrocketed, proving that clever marketing could amplify even the smallest brands.

What Entrepreneurs Can Learn: Marketing should make your brand unforgettable. Be where your audience is—whether that’s Hollywood, TikTok, or Instagram—and engage them in unique ways.

Step 3: Scaling Through E-Commerce

Mellon opened Jimmy Choo’s first store in London before selling wholesale. The tiny shop created an immersive brand experience, showcasing the products’ luxury appeal. Over time, she expanded the brand’s reach through e-commerce, adapting to shifts in consumer behavior.

With her latest venture, Tamara Mellon, she’s taken a direct-to-consumer approach, using pre-orders and drops to minimize inventory risk. Customers place orders before production, ensuring demand drives supply, reducing waste, and offering a sustainable shopping experience.

E-Commerce Insight: E-commerce provides flexibility to test and iterate. Pre-orders, limited drops, and direct-to-consumer models can help manage costs and create exclusivity.

Step 4: Leveraging Influencers and Community

Before influencers were a thing, Mellon worked with celebrities to build brand credibility. Today, her focus has shifted to social media influencers with highly engaged audiences.

Unlike mega-influencers with millions of followers, Mellon prioritizes smaller creators whose followers trust their recommendations. This strategy has proven more effective for converting views into sales.

Key Lesson: Collaborate with influencers who align with your brand’s aesthetic and values. Authentic partnerships resonate more than paid promotions with misaligned creators.

Step 5: Constant Innovation in E-Commerce

Mellon’s approach to e-commerce is rooted in innovation. For her latest brand, she reimagined the shopping experience by designing retail spaces that mimic personal closets. Shoes are displayed in pairs, making it easy for customers to try on and purchase without the usual hassle.

She’s also embraced video content, which has become a cornerstone of her marketing. Mellon understands that customers want connection and storytelling, not just products.

Entrepreneurial Takeaway: Stay agile. Test new models, adapt to consumer trends, and create experiences that keep customers engaged.

Lessons for E-Commerce Entrepreneurs

Tamara Mellon’s journey offers valuable insights for anyone building an e-commerce business:

💡 Solve a Real Problem: Identify gaps in the market and create products that meet genuine needs.
🔥 Think Beyond the Product: Great marketing turns a brand into a movement.
📊 Embrace Direct-to-Consumer Models: Pre-orders and drops reduce risk and increase exclusivity.
💪 Leverage Influencers Strategically: Authenticity matters more than follower counts.
🌍 Innovate Constantly: The e-commerce landscape evolves rapidly—stay ahead by experimenting and iterating.

The Takeaway

From Jimmy Choo to her new direct-to-consumer brand, Tamara Mellon has consistently disrupted the fashion industry with bold ideas and a forward-thinking approach. Her story is a testament to the power of vision, innovation, and perseverance.

Whether you’re launching your first dropshipping store or scaling an e-commerce brand, Mellon’s journey proves that creativity and resilience can take you far.

Want to learn more about how to build a game-changing e-commerce business? Check out the full interview on the Founder Podcast.

Recommended Resources

🌐 Free Dropship Community: Join Now

🎙️ Ecommerce Podcast - Dropshipp - Listen Here

💻 Build Your Ecom Store - Shopify: Start Free

🚚 Dropship Suppliers - Spocket: Discover More

🤖 Ai Advertising Tools - Ad Creative - Begin Now

✉️ Ecom Email Provider - GetResponse: Learn More

💰 Sales Funnels - ClickFunnels: Explore Here

Scale

Scale With Email Marketing: The Secret Weapon for E-Commerce Growth

The e-commerce landscape in 2025 is more competitive than ever. With lower barriers to entry and a surge in online stores, standing out has become a formidable challenge. However, amidst the noise, one powerful tool often goes underutilized—email marketing. Unlike flashy trends dependent on algorithms, email marketing is a reliable, cost-effective, and scalable way to build lasting customer relationships and drive consistent revenue.

Let’s dive into how you can leverage email marketing to transform your e-commerce brand.

The E-Commerce Reality in 2025

Running ads on platforms like Facebook and TikTok is tempting, but the landscape has shifted. Consumers have more options, and trust is harder to earn. Customers are hesitant to purchase on their first interaction, often opting to browse multiple stores before making a decision. Scams and poor online experiences have made trust a vital currency.

So, how do you build trust and establish a connection with your audience? Through consistent, value-driven email marketing. With costs significantly lower than ads, email allows you to engage potential customers, nurture relationships, and re-engage previous buyers effectively.

Step 1: Setting Up Your Email Marketing System

To succeed with email marketing, you need the right infrastructure. Here’s a step-by-step guide:

  1. Choose the Right Email Service Provider (ESP)
    Platforms like Get Response lead the industry with robust features, seamless Shopify integration, and advanced automation capabilities. Other options like Mailchimp and SendLane can work, but for serious scaling, Get Response is the gold standard.

  2. Build Your Email List
    Two main strategies can help you grow your email list:

    • Post-Purchase Opt-Ins: Add a checkbox during checkout to collect marketing consent.

    • Pop-Up Forms: A well-designed pop-up can convert up to 10% of website visitors into subscribers. Use a short delay (4-10 seconds) before triggering the form and offer an incentive like a small discount or a free guide to encourage sign-ups.

  3. Keep It Simple
    Avoid overwhelming your audience with too many fields. Asking only for an email address maximizes conversions.

Step 2: Automate Your Emails

Automation is the backbone of effective email marketing. Set up these essential flows to engage customers at every stage of their journey:

  1. Welcome Flow
    Triggered when someone joins your list, this flow should:

    • Thank them for subscribing.

    • Highlight your brand’s unique value propositions.

    • Showcase bestsellers.

  2. Include 4-5 emails over a two-week period to build trust and familiarity.

  3. Abandonment Flows

    • Website Abandonment: For visitors who browse but don’t view products, send 1-2 reminder emails.

    • Browse Abandonment: For visitors who view products but don’t add them to the cart, send 4-6 emails featuring dynamic content like product images and testimonials.

    • Cart Abandonment: Send 6-8 emails emphasizing urgency, social proof, and guarantees.

  4. Post-Purchase Flow
    After a purchase, thank the customer, provide helpful product information, and suggest complementary items. Extend this flow over 14 days to enhance their experience and encourage repeat purchases.

  5. Win-Back and VIP Flows

    • Win-Back Flow: Target customers who haven’t purchased in 3-6 months with personalized offers.

    • VIP Flow: Reward loyal customers with exclusive discounts or early access to new products.

Step 3: Run Engaging Campaigns

Campaigns are one-time emails sent to your entire list or specific segments. To keep your audience engaged:

  • Educate and Entertain: Share FAQs, industry tips, and behind-the-scenes content.

  • Highlight Products: Showcase features, benefits, and testimonials.

  • Run Promotions: Announce sales, discounts, or giveaways, and send multiple reminders to maximize impact.

Aim for 2-4 campaigns per week to maintain visibility and engagement.

Why Email Marketing Matters

Email marketing isn’t just a tool—it’s an investment. It allows you to:

  • Lower acquisition costs by re-engaging existing customers.

  • Boost lifetime value through consistent communication.

  • Build trust and brand loyalty over time.

With proper execution, email marketing can account for 30-40% of your total revenue.

Take Action Today

Scaling an e-commerce brand in 2025 requires a focus on fundamentals. By mastering email marketing, you can build a sustainable business, connect with your audience, and drive consistent growth. Start by choosing the right tools, growing your list, automating your flows, and running engaging campaigns. Get started now with Get Response to level up your dropshipping game.

Want to dive deeper into this topic? Check out some solid insights on Max Strutevant’s Youtube channel here

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