Don’t Buy From Avelmore.store: Here’s the Proof It’s a Scam

Avelmore.store hits you with a lot of feelings right away. Thirteen years in business, a closing sale, a sweet little note from the “founders,” and a clock ticking down over every pair of shoes. It’s built to make you feel like you’re catching the last of something special before it’s gone forever.

It’s not. Behind all that is a brand new online store that popped up a few weeks ago, using stolen photos from a real shoe company, with a countdown clock that doesn’t even count down properly. Avelmore is a scam.

Quick Answer

Avelmore.store is not a real business. Here’s why:

• The website was only set up in August 2026, and it even points back to another site, avelmore.com, that’s already been called out as a scam
• No BBB listing, no address, no phone number, just one email
• The shoe photos are actually from Morjas, a real Swedish shoe brand that’s been around since 2017, not 2013 like Avelmore claims
• The countdown clock went up between two checks instead of down
• Almost every single shoe is marked exactly 70% off, no matter what it is

Table of Contents

• Quick Answer
• How Old Is This Website, Really
• No Address, No Real Support, No BBB Listing
• The Avelmore Discounts Don’t Add Up
• How Stores Like Avelmore Actually Work
• FAQ
• Final Verdict

How Old Is This Website, Really

Avelmore.store was only registered in August 2026 and it’s set to expire a year later. That’s the cheapest, shortest option you can buy, and it’s what most throwaway online stores use. So when the homepage tells you this is “thirteen years of shoemaking” and “since 2013,” that doesn’t line up. The site itself is barely two months old.

There’s more to it too. If you look under the hood at the site’s code, it actually points to a different website, avelmore.com, as the “real” version of itself. Both sites run on the exact same backend. So Avelmore.store isn’t its own separate store, it’s just a copy of avelmore.com. And that other site was already flagged by reviewers earlier this year for the same stuff: fake discounts, no way to reach anyone, no real info about the company.

No Address, No Real Support, No BBB Listing

Avelmore isn’t listed with the Better Business Bureau at all, which is strange for a company claiming to have sold 34,000 pairs of shoes over a decade. There’s no address anywhere on the site, no phone number, no social media you can actually find. The only way to contact them is one email address.

That matters a lot if something goes wrong with your order, because that email is also your only way to ask for a refund. If they stop replying, you’re stuck.

The Avelmore Discounts Don’t Add Up

Basically everything on the site is marked down by the same amount:

• The Adelaide Oxford: $500 down to $150 (70% off)
• The Tassel Loafer: $600 down to $180 (70% off)
• The Ivy Loafer: $516.69 down to $155 (70% off)
• The Boat Shoe: $558.33 down to $167.50 (69% off)

A real store closing down doesn’t cut every single item by the exact same percentage. Some things sell better than others, some sizes run out faster, prices would be all over the place. When everything is discounted by almost exactly 70%, it usually means the “original price” was made up just to make the sale look bigger. There was probably never a $500 shoe here in the first place.

How Stores Like Avelmore Actually Work

Fake “we’re closing” shoe stores tend to follow the same playbook, and Avelmore hits every point on it.

The website is built to be thrown away. It’s a basic Shopify store, on a domain that’s only a few weeks old, telling a story that can be swapped out entirely the second it stops working. Once enough people complain, the whole thing gets dropped and a new one goes up somewhere else with a new name.

It’s connected to another site doing the same thing. This isn’t a guess, it’s right there in the code. Avelmore.store literally tells search engines that avelmore.com is its real version, and they share the same backend. So this is one operation running two websites, probably so if one gets reported or shut down, the other keeps going.

The photos aren’t theirs. Every single product photo on this site has a file name that traces back to Morjas, an actual Swedish shoe brand that’s been making real shoes since 2017. Even the big banner photo on the homepage is named like something spit out by an AI image generator. None of these are real photos of real Avelmore shoes, because there is no real Avelmore. And the “since 2013” story doesn’t even match up with the brand it stole photos from, which didn’t exist until 2017.

Ads on Facebook and Instagram do a lot of the convincing before you even land on the site. A sad “we’re closing our doors” story hits different in an ad than an obvious sales pitch does, so people click without thinking twice.

The discounts fall apart the second you actually look at them. A real business might discount one type of shoe here and there. It can’t slash every single category by 70% without something being seriously wrong, whether that’s fake shoes, made up prices, or just taking your money and never shipping anything.

The countdown timer is there purely to rush you, and it gave itself away. Checked minutes apart, the clock read 47 minutes 29 seconds the first time and 48 minutes 9 seconds the second time. A real countdown only moves one way. This one went backwards. It’s not counting down to anything real, it’s just there to make you feel like you’re about to miss out.

FAQ

Is Avelmore.store legit?
No. No BBB listing, a website that’s barely two months old, stolen product photos, and a countdown timer that doesn’t actually count down.

Is Avelmore.store the same thing as Avelmore.com?
Yes. Avelmore.store’s own code points to avelmore.com as its “real” site, and they run on the same backend. Same operation, two different web addresses.

Why isn’t Avelmore on the BBB?
Because it’s not a real, accountable business. Sites like this don’t bother getting listed since they’re not planning to stick around long enough for it to matter.

What do I do if I already ordered from a store like this?
Call your bank or card company and dispute the charge right away. Don’t wait around for an email back from the store, since that’s usually the first thing that stops working once they’ve made enough money.

How do I spot a fake “store closing” sale?
Check how new the website is, look for a real address and phone number, search the product photos on Google to see if they belong to somebody else, and see if every single item is discounted by the exact same amount.

Are countdown timers on shopping sites always fake?
Not always. Real stores use them for real sales sometimes. The giveaway is when the clock resets, loops, or actually goes up instead of counting down to zero.

Why would a scam site use photos from a different, real brand?
Because taking real professional photos costs money and time. Stealing them from an actual brand is faster and makes the fake site look more believable, at least until someone notices the file names or does a reverse image search.

Final Verdict

Avelmore is a scam. It’s a website that’s only a few weeks old, mirroring another site that’s already been caught doing the same thing, wrapped up in a made up thirteen year backstory, wearing stolen photos from a real Swedish shoe brand, with a countdown clock that doesn’t count down and discounts that only make sense if the original prices were never real. Don’t buy anything from it. If you already did, dispute the charge with your bank now instead of waiting to hear back from support@avelmore.com.

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