The name Jimmy Choo is synonymous with elegant, stylish shoes. But when we meet at the Kowloon Shangri-La hotel on his recent holiday in Hong Kong, it's not what's on his feet that's drawing attention (although, admittedly, he is looking dapper in a black tailored suit and polished leather slip-ons). What catches my eye is the buttery soft black leather bag slung across his torso. It's a classic design, but what makes the bag pop is the dyed exotic skin pocket on the front with a bold, gold clasp.
'You like it?' he says with a smile. 'I made it for a friend and everyone wants one. I guess I can always go into handbags when I get bored of shoes!'
It's been six years since we last met and it's clear that shoes aren't the only thing on Choo's mind. Since selling his label to Tamara Mellon more than 10 years ago, Choo's name continues to make the pages of Vogue because he has become a celebrity in his own right. Although he is no longer associated with the ready-to-wear collection, Choo's bespoke business is thriving and he counts royalty and the rich and famous among his customers. He is even often seen dining with celebrities such as Jay-Z and Beyonce ('I went to her concert, it was fantastic,' he says).
But fanfare aside, Choo reveals that he has more interesting pursuits to talk about. Last year he was appointed tourism ambassador by his home country, Malaysia, a job he takes very seriously. One of his first coups was convincing supermodel Elle Macpherson to shoot a few episodes of Britain's Next Top Model in Kuala Lumpur last year. It was a success and the press went wild, capturing photos of Choo arm in arm with the leggy blonde.
'I've been a shoe designer for so long that people ask me what else I can do. Being a tourism ambassador was a great opportunity because I love my country. I was so thrilled when they filmed the show in KL. I felt I did something useful,' he says.
Also taking up a lot of his free time these days is his newly acquired role of educator. For the past 12 years Choo has been travelling with the British Council across the globe, lecturing on design, creating a business and education (he will be in Hong Kong in this role next month).