David’s, a fixture in Toronto’s posh shopping districts for 44 years, is launching its new look and a loyalty program with a new print campaign from The Bulldog Group of Toronto.

The upscale shoe store, the flagship store of family-owned Markio Designs, has been redesigned along with its neighboring sister stores, Capezio and Cape David.

In addition to the new look, advertising in newspaper and magazines will launch loyalty programs for all Markio operations.

Markio owns and operates eight shoe stores under the David’s, Cape David and Capezio banner, and two Backstage dance and bodywear outlets in the Toronto area.

Ads for the Capezio loyalty card called the Sole Sister frequent buyer program started last week.

The card entitles customers to get a pair of shoes or a handbag free after the purchase of four regular-priced items.

The campaign is based on a play on words using the four themes: Sole-Full, O-Sole-Mio, Brave Sole and Sole Survivor.

David’s’ theme will be A Step Up, and Cape David’s, A Step In The Right Direction.