Sandra Choi
Who? As the niece of Jimmy Choo, Sandra Choi is the creative director of her uncle's eponymous, luxury shoe brand. She is responsible for designing the shoe and accessory collections of the ready-to-wear line, which are not to be mistaken for the couture shoes her uncle still produces in London. Together with Tamara Mellon, the president of the company, she creates glamorous yet wearable shoes.
How did it happen? Born on the Isle of Wight, Choi lived in Hong Kong before she moved to London as a teenager. In 1991, she attended Central St Martins College of Art and Design, where she began studying for a Masters degree in fashion design. During that time, she began working for her uncle as an intern at his East End couture shop, but gave up her studies to focus on the business. From 1993 to 1996, she was the chief designer and manager of Choo's couture business. In 1996, she teamed up with Mellon to open their first standalone store
and launch a ready-to-wear line, which the world now knows as 'Jimmy Choo shoes'. With
such celebrity endorsements as Angelina Jolie, Halle Berry, Sharon Stone, Julia Roberts and,
most notably, the characters from the now
defunct Sex and the City, the label has become a household name.
What do the designs look like? Glamour is the trademark of the 'Jimmies', which cover a wide range of feminine styles, from strappy stilettos to leather pumps and suede boots. Famous for their four-inch heels, the shoes are made with extra padding where the ball of the foot rests, providing extra comfort. The handbags, generally made of fine leather, vary from carry-all totes to compact day bags.
What does the designer have to say? 'It's quite funny to see the contrast between Tamara and me, isn't it? I'm girly, but she's oh so properly dressed up like a doll.'
Where are the designs available? The handbags and ready-to-wear shoe collections are available at selected stores worldwide, including Jimmy Choo boutiques in London, New York,
Beverly Hills, Miami, Moscow and Milan.
The first Jimmy Choo boutique in Hong Kong opens tomorrow at shop 213, The Landmark, Central, tel: 2525 6068.
