Tamara Mellon has celebrated the launch of her new online shoe venture with a brunch at her art-filled home in LA, amid works by Warhol, Rothko and Kline. Mellon relocated to Beverly Hills a few months ago with fiancé Michael Ovitz, and relaunched her line as a direct-to-consumer e-commerce business after her traditional wholesale brand had gone bankrupt.

“Tech eventually is going to eat every industry if you don’t adapt and change, and that’s what I’m doing with this business. I’m setting this up for the next 20 years,” she said.

While they are now distributed and sold online to meet customer demand, her shoes are still Italian-made the old-fashioned way. Her classic ‘Collection’ includes pumps, sandals, flats and boots, ranging from US$325 to US$1,495, with 60 percent of the styles under $500.

“We believe every woman should have a 4-inch pump, a pointy flat, a strappy sandal and whatever she damn well pleases.”