Meet The Designer

Lucy Choi

Lucy Choi is the founder of eponymous shoe brand Lucy Choi London. As the niece of the legendary Jimmy Choo and sister to Sandra Choi, Creative Director of Jimmy Choo, Choi grew up surrounded by fashion and the shoe-making industry, watching in awe and learning about the importance of craftsmanship as her uncle handmade couture shoes in his small workshop in Hackney, East London; the humble birthplace of Jimmy Choo, the brand. Lucy knew that fashion and footwear were an inevitable part of her destiny.

Determined and humble in her approach, Choi has always insisted on working her way up. After completing a business degree at the University of Birmingham she became a financial analyst in the city, developing a solid foundation and commercial acumen over eight years. She then went on to become Managing Director for footwear brand French Sole and was instrumental in its expansion in the UK and internationally, establishing the ballet-flats brand in Asia, the Middle East and in the US market.

In 2012, Choi took the plunge and set out to launch her own footwear brand. By 2015, Choi had opened her first boutique on Connaught Street in Central London, with her shoes being stocked worldwide.

Thanks to Lucy’s family shoe dynasty her label benefits from Lucy’s in-depth knowledge of the shoe industry, with Lucy having worked in business and fashion for nearly 25 years. Lucy is unique in that she combines her heritage, her fashion credentials and design expertise with the commercial experience she gained from working in the City.

A wife, a mother, a shoe designer and a business powerhouse; Lucy believes a woman can make a difference and achieve anything with a positive 'can-do' attitude and a fabulous pair of shoes on her feet!