Santa Monica-based online apparel company ShoeDazzle reported Monday morning that it added one million new members last month, bringing its total members to more than 13 million. The fashion and e-commerce site also said it had a "record number" of item sales in July. According to ShoeDazzle, the gains game because the firm switched from its earlier, subscription model, and is now able to serve an "enormous segment of women" looking to buy from the firm but who don't want to sign up for a monthly service. ShoeDazzle operates an online site--tied with celebrity Kim Kardashian--offering up women's shoes, handbags, jewelry, and apparel. The firm was founded by Brian Lee, Robert Shapiro, MJ Eng, and Kim Kardashian.