But, reports Susan McGinnis in part two of The Early Show's series on foot care, many doctors urge women to avoid the surgery.
McGinnis says some observers call the trend the " 'Sex and the City' effect."
Whatever it's called, she adds, women's love affair with their shoes is as hot as ever. And a growing number of women are taking their feet in for regular maintenance.
"I notice," says podiatric surgeon Dr. Suzanne Levine of Manhattan's Institute Beaute, "especially at this time of year, people are most concerned about how their feet look and feel. They're wearing strappy sandals. They're exposing their toes."
Among the procedure Levine does on feet are "foot facials," complete with a salt scrub, "mask," peel and massage. Some patients get injections into the ball of their feet of a chemical called "Restylane" to cushion the blow of high heels.
Other women go even further to dress up their feet.
Danielle Maisano of Long Island, N.Y. had hammertoes and uneven toes. She says she's been embarrassed by her feet for years: "I was cursed, because shoes are my thing, and I got blessed with ugly feet."
But Maisano turned to Manhattan podiatric surgeon Dr. Stuart Mogul for help.