Jimmy Choo Fashion Story

Born in the UK on the Isle of Wight, and educated in Hong Kong - China, 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 recognised label with a passionate clientele worldwide.