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Lucy Choi has combined her unique heritage, set of fashion credentials, and design expertise in order to launch an innovative shoe label. With her uncle Jimmy as an influential role model, Lucy learned early on the importance of comfort, craftsmanship & character, which was to become the founding ethos of her brand.

Lucy’s vision is to offer customers wearable, comfortable
 shoes, at an accessible price point that have the wow-
factor. The brand’s signature is epitomised by a “Rock ‘n’
Royal” theme inspired by the two Kates: the edgy and
iconic Kate Moss and the elegant and classic Kate Middleton.

From the beginning, 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 the red carpet to chilling out on 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 across Europe and Asia.

Lucy Choi London is a forward thinking brand that
 meets the exact demands of the sophisticated modern woman and reflects
the way she shops. The aesthetic appeals to a savvy generation of women; women who look for quality and luxury, but at the best possible price point. Lucy designs every shoe in the Lucy Choi London collection to be unique and playful, to reflect the many different personalities and tastes of these women.

The brand categorises the collections into different sections for different wardrobe requirements; for day, evening, weekend, holiday, and more glamorous events such as weddings and parties, providing a gorgeous shoe solution for any eventuality.

Customers can relax with the knowledge that production methods are specialised across the five factories, including trusted suppliers in Spain, Italy and Asia. Each factory creates specific styles for the brand according to their expertise, in order to ensure the finest craftsmanship.

The Lucy Choi London Team x