Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Lucy Choi follows in her family’s footsteps

Footwear designer Lucy Choi, niece of Jimmy Choo, is planning to expand in the UK and internationally following the successful launch of her first shop.

Choi, who opened the debut boutique for her eponymous label on 18 Connaught Street – a former Jimmy Choo Couture store – in London in August, said the reaction from shoppers has been great.

“It’s a very boutiquey area and that suits us; we wouldn’t want to be somewhere too commercialised,” she said. ”Shoppers still want great service these days, whether they are paying £1,000 for a pair of shoes or £200. We can offer that one-to-one attention here and there’s parking at the door.”

Retail prices for Lucy Choi shoes start at £155 for pumps and go up to £315 for heeled boots.

Choi, who was managing director of footwear brand French Sole for 11 years until 2011, is now looking to open more stores. 

“We will open more shops in the UK, most likely in London, perhaps towards the end of next year. I have a couple of ideas for locations, but I don’t want to jump into anything; it has to be the right space,” she explained.

“We’re also looking at opening shops in the US and the Middle East as customers want to see the full collection in one place. There’s demand for it.”

Lucy Choi London is stocked in Harvey Nichols, Fenwick and 80 UK independents, including London-based Wolf & Badger. Internationally, it is available in Harvey Nichols in Dubai and Hong Kong and Saks Fifth Avenue, New York, as well as independents in Italy, Belgium, Singapore and the Middle East.

Choo told Drapers Choi learned her passion and creativity for footwear from him. “When Lucy was young, she would finish her homework and help me out. She watched how I did things and learned the creative side of the business – the design and pattern-cutting.”

He added: “When you make it, you have to pass it forward and train the next generation. Lucy is following in my footsteps and she will also give back to young people in the industry. She wants to create jobs.”

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.