Looking ahead, the team wants to tap further into the tech revolution by unleashing the power of 3-D technology, said Mike Fox, cofounder and CEO. (Interestingly, Mike and Jodie Fox were formerly married. Now divorced, they remain business partners.)


The innovative concept helped of garner an award for best store design at the World Retail Awards in 2013, and the company soon attracted the attention of Nordstrom.


While the company focused on technology improvements during its early years, the team soon realized it needed to emphasize the shopping experience. Fox said that in many cases, the site’s consumers wanted to touch and feel the shoes and try them on, leading Shoes of Prey to open its first in-store shop with Australian retailer David Jones in 2013.


Not surprisingly, the wedding segment is a large part of Shoes of Prey’s sales. “If you have a range of different heights in the bridal party, they can customize and get what they want,” Knapp said, noting that the company opened a factory in China several years ago.


Often, consumers choose to make simple tweaks when designing a style. “It doesn’t have to be a wholesale change,” Knapp said. “It could be as simple as changing the color of the lining inside a simple d’Orsay flat.”


Mike Knapp, cofounder and chief technology officer, said the company has seen some interesting shopping patterns emerge. While some customers “really go wild,” the majority of Shoes of Prey’s sales come from simple silhouettes — the most popular style is the ballet flat — and the best-selling color is black.


“Our mission [has always been] to give customers what they want, when they want it,” said Jodie Fox, cofounder and chief creative officer of the company, which was founded in Sydney and is now based in Santa Monica, Calif.


At just 7 years old, custom shoe company Shoes of Prey has seen significant growth thanks to its digital prowess and investment from major players such as Nordstrom.