The Brand

Where It All Started

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 comfortable shoes that are well crafted and have character were 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.

Product image


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.


“Always taking the 3C's into account Comfort, Craftsmanship & Character”

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

Founder image

Watch The Video

Product features



Comfort is paramount and, as standard, all Lucy Choi London shoes have extra cushioning on the inner sole to provide a luxurious fit for all day and night.



Customers can relax knowing that production methods are specialised across the five factories, each one creating specific styles for the brand according to their expertise in order to ensure the finest workmanship.



The shoes are characterised by expert craftsmanship, elegant silhouettes, and luxurious fabrics. Materials are selected specifically to go with individual styles from snake prints and croc prints, soft suedes, satins, sumptuous leathers, hand- dyed silks, embellishments and vintage lace.