Head over heels

Mine all mine: the new Choi in town

For anyone who wants glamourous heels – Jimmy Choo-style – without the price tag. Then take a trip to his niece – Lucy Choi. I caught up with her to find out more.

Lucy Choi didn’t have to look too far for inspiration for her new shoe label, Lucy Choi London, which she launched in March of this year. The niece of the legendary Jimmy Choo, the 37-year-old grew up in Hong Kong watching her uncle craft his hand-made shoes around her. “Footwear is part of my family heritage,” she says. “I always knew it would be part of my future and that I would have my own label eventually but I didn’t want to rush into it without understanding the business side of it first.”

Leather and Lace – what more can a girl ask for?

Having worked her way up within the shoe industry for the past 10 years, much of which was as managing director of the well-known ballet flats company, French Sole, Lucy saw a gap in the market for an innovative shoe label for every occasion.

“I oversaw the expansion of French Sole, from a small cult brand to an international player. But I’ve always had a desire to create an elegant shoe collection of my own that would meet the exacting demands of the modern woman,” she reveals. “I’m known as a tough negotiator with my eye on the bottom line and so I came up with a concept for shoes that offered affordable luxury. We have strived to design something for all women, from rock stars to royalty, and, at the same time, to offer something that doesn’t cost the earth, without compromising on materials, comfort and craftsmanship. I wanted it to be very different to what’s currently on the High Street.”

Blue Choi Shoes

And it is. The range is based around a signature silhouette of a timeless, pointed high heel, which comes in over 30 different colour combinations and three heel heights. The range is also cleverly categorised into different sections for different wardrobe requirements – from holidays to weddings; from day wear to party attire. Finishes include snakeskins, soft suedes, hand-dyed silks and even vintage lace, all sourced and made by Choi’s trusted suppliers and contacts across Europe and Asia. All of the shoes are priced under £300 and, best of all, all have extra cushioning on the inner sole to provide a comfortable fit.


Sexy Cinderella

“I’m really excited about launching this year,” Lucy continues. “London is such a vibrant city at the moment and is attracting amazing design talent. It’s definitely the place to be. Emerging brands like my own are really supported here, which has encouraged me to keep going.”

Lucychoilondon.com. Lucy Choi London shoes are available online and from Harvey Nichols from July 2012. They will also be stocked in over 30 independent boutiques across the UK

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