Jeff Chau is the owner of Heels at 329 S. Minnesota Ave.

From staff reports

Jeff Chau’s new store, Heels, offers just what the name says.

The women’s shoe store at 329 S. Minnesota Ave. that opened May 6 offers something different for Sioux Falls, Chau said.

“When you walk in, my look is like luxury, but everything is priced below $40.”

Chau sells a limited number of each pair of shoes.

“Women don’t like to see another woman wearing her shoes, so when it sells out, it’s gone,” he said.

His inventory typically includes 80 styles, and while some pairs are towering heels, others are just a couple of inches high. New shoes come in every two weeks.

The father of four gave up a career in flooring installation to open Heels.

“This is what I’ve wanted to do for the longest time,” he said.

Chau took over the former pawn shop space that’s in the same building as Daylight Donuts in December and worked long hours to gut and renovate it himself. He detailed his progress in photographs, which show a transformation from neglect to something that brings him pride. Every inch of the store is new.

Hours are 10 a.m. to 7 p.m. weekdays, 10:30 a.m. to 6 p.m. Saturday and 11 a.m. to 3:30 p.m. Sunday.