Lucy Choi is the founder of eponymous shoe brand Lucy Choi London. As the niece of the legendary Jimmy Choo and sister to Sandra Choi, Creative Director of Jimmy Choo, Choi grew up surrounded by fashion and the shoe-making industry, watching in awe and learning about the importance of craftsmanship as her uncle handmade couture shoes in his small workshop in Hackney, East London; the humble birthplace of Jimmy Choo, the brand. Lucy knew that fashion and footwear were an inevitable part of her destiny.
Whilst working in London, Lucy Choi spotted a gap in the market. As one of thousands of women transitioning between flats and heels on their daily commute to the office, she questioned why comfortable shoes that are well crafted and have character were only available to women at a luxury price point. From this premise, the Lucy Choi London vision was born and Choi set out on her mission determined to utilise her lifelong expertise and innate heritage of craftsmanship but at an affordable price point without compromising luxury or character. This later became her defining ethos of the 3 C’s: Comfort, Craftsmanship and Character.
Lucy’s collections have focused on sleek and wearable classics with a twist. Her diverse collections come in an array of colour combinations and toe shapes, with mid and high heels, boots, wedges, sandals and flats for all occasions, from red carpet glamour to the beach in St Tropez. Finishes include luxurious leathers, soft suede, satins, hand-dyed silks, embellishments and vintage lace, which are all sourced and made by Lucy’s trusted suppliers and contacts in Asia, Spain and Italy.
A wife, a mother, a shoe designer and a business powerhouse; Lucy believes a woman can make a difference and achieve anything with a positive 'can-do' attitude and a fabulous pair of shoes on her feet!