Sandra Choi is Creative Director of Jimmy Choo Ltd, an iconic luxury lifestyle brand defined by an empowered sense of glamour and a confident sense of style. Born in the UK on the Isle of Wight, and educated in Hong Kong, Choi relocated to London as a teenager to finish her secondary school education.
During this time, Choi went to work with her uncle, Jimmy Choo, who was then a couture shoemaker based in the East End of London catering to the global jet set, including Princess Diana.
Passionate about turning her apprenticeship into a career as a designer, Choi attended the prestigious Central St Martins School where she studied for a degree in Fashion Design whilst continuing work as Choo’s protégé.
At his side, Choi perfecting the art of creating couture shoes: designing, cutting patterns, stitching, fitting and constructing lasts. Enchanted by the business, Choi eventually abandoned her studies so that she could devote herself full-time to design and the management of the atelier. In 1996, the Jimmy Choo brand was born with Sandra Choi serving as the company’s Creative Director since its inception. Jimmy Choo has grown to be an internationally recognized label with a passionate clientele worldwide.
The sexy cut and fashionable design of the shoes combined with exceptional Italian craftsmanship struck a chord with clientele, and the first collection enjoyed immediate success. Choi’s fashion insight combined with the skills she refined as a bespoke shoemaker created a collection that made couture quality available at retail.
Accolades followed with Jimmy Choo awarded 2008 ‘Designer Brand of the Year’ from the British Fashion Council, the 2008 ‘ACE Brand of the Year’ from the Accessory Council and the 2008 ‘Brand of the Year’ from Footwear News in New York. With a goal of creating a global luxury business, Jimmy Choo attracted outside investment and the company embarked on a significant expansion across product categories, channels and geographies. Mr Choo departed the company in 2001. Jimmy Choo is a leading global luxury brand with an empowered sense of glamour and a playfully daring spirit. Known for its distinctive, fashion-forward style and exceptional craftsmanship Jimmy Choo has become a pioneer in the art of celebrity dressing and red-carpet style.
Women’s shoes remain the core of the product offer, alongside handbags, small leather goods, scarves, sunglasses, eyewear, belts, fragrance and men’s shoes. Creative Director Sandra Choi has been with the brand since its inception in 1996 with a vision to create one of the world’s most treasured luxury brands. Jimmy Choo has a global store network encompassing more than 200 stores and is present in
the most prestigious department and specialty stores worldwide. Jimmy Choo is part of the Capri Holdings Limited global fashion luxury group publicly listed on the New York Stock Exchange under the ticker CPRI.