Windsor Smith is banking on the pulling power of social media star and international model Sofia Richie.
Richie will be making her first trip to Australia next month as a guest of the Australian shoe brand.
Richie, who turned 20 last week, will make public appearances at Windsor Smith stores in both Melbourne and Sydney and the secret locations will be announced in coming days.
Customers waiting to meet her will be treated to prizes and goodie bags with "large crowds" expected to line up to see the American model.
Born in Los Angeles, she is the daughter of music legend Lionel Richie and his second wife Diane and is the younger sister of Nicole Richie. The late Michael Jackson was her godfather.
She has modelled for iconic fashion brands including Chanel, Dolce and Gabbana, Michael Kors and Tommy Hilfiger and now adds Windsor Smith to her portfolio.
From August 21, Australian customers are able to win the chance to party with Richie at a rooftop party in Sydney next month.
Consumers need to purchase anything over the value of $250 in any Windsor Smith store to enter.