ShoeDazzle, a personal styling and accessories e-commerce service from the US fronted by reality TV star turned fashion icon Kim Kardashian, opens for business in the UK today.

It offers consumers monthly shoe, handbag and jewellery selections personalised to individual tastes.

Users take a quiz on sign-up, which determines their “style profile”. Each month they then receive a bespoke virtual showcase of items available to buy, based on the advice of a team of stylists led by Kardashian.

On first purchase, they begin a subscription of £39.95 per month, which includes the styling service, cost of product and delivery and returns. It is possible to both skip a month and order additional items. Find out more about how it all works, here.

“We’re very excited to launch ShoeDazzle in the UK,” says co-founder MJ Eng. “ The best word to describe UK fashion is that it’s eclectic – mixing the best of everything and coming up with something that’s individual, unique and tailored to you.  It’s really the same idea that ShoeDazzle was built around – to offer our customers a wide selection of products at an affordable price, personalised to their unique tastes in style.”

ShoeDazzle has nearly 4m members in the US and 1m Facebook fans since it launched in 2009.