Whilst working in the city, 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 comfort was 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.
In 2012 Lucy Choi London launched; 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.
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
The shoes are loved by style influencers and celebrities all over the world. Sharon Stone, Amanda Holden, Darcey Bussell, Jodie Kidd, Daisy Lowe, Suranne Jones, Cheryl, Millie Macintosh, Nicole Scherzinger, Caroline Flack and Joanna Lumley are all devout supporters. International models Winnie Harlow, Hailey Bieber, Alessandra Ambrosio, Izabel Goulart, Leomie Anderson and Georgia Fowler are also huge fans of the brand.
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 Choo as an influential role model, Lucy learned early on the importance of character, comfort & craftsmanship, 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.
Lucy’s personality and own style is very much a reflection of her brand, which champions creativity and character rather than being specifically trend-led. The brand experiments with unusual combinations of textures and colours; nonetheless, each piece has a strong sense of harmony. Some shoes express a sense of “Rock”, some “Royal”, and others a striking combination of the two.
Lucy Choi London 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.
The shoes are designed by a woman who knows how a shoe needs to look, act and feel. Style and comfort are paramount and so, as standard, all Lucy Choi London shoes have extra cushioning on the inner sole to provide that important luxurious comfort.