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Lucy Choi London – Shoes that are So sexy and so chic

October 2, 2018

Lucy Choi has grown up in Hong Kong and the Isle of Wight surrounded by fashion and the shoe making industry, as the niece of legendary Jimmy Choo and sister to Sandra Choi, Creative Director of Jimmy Choo. From a young age, Lucy was in the enviable and fortunate position of seeing how her uncle made hand-made shoes, learning about the importance of quality and style.

Prior to entering the shoe industry, Lucy studied business at University and had a career in the city for eight years. This background in business has proved invaluable when developing her brand.

Before launching her own brand, Lucy also worked in the shoe industry for 10 years, as the Managing Director of French Sole. In this role, Lucy played a major part in both the design and product development of the brand and was instrumental in French Sole’s expansion in the UK and worldwide, promoting the brand in Asia, the Middle East and in the American market.

Shoes are, therefore, both professionally and personally, an intrinsic part of Lucy’s life. The development of Lucy Choi London was a natural and logical step for Lucy to take after accruing such valuable transferable skills in business and fashion.

Working with her hands on design team, and developing the collection with her factories, Lucy was able to launch her brand in the UK in April 2012, and internationally in the latter half of 2012.

Lucy is married with two young sons and lives most of the year in London, whilst making regular trips to her native Hong Kong and to Italy and Spain to oversee the shoe production.

As a child, Lucy watched her uncle Jimmy Choo craft beautiful bespoke shoes and so she knew that fashion and footwear were an inevitable part of her destiny. However, at the beginning of her career, Lucy Choi chose to train as an accountant and work in the City, in order to fully understand the nancial world before launching her own business in fashion.

After gaining valuable business experience in the City and fashion experience at French Sole, Lucy felt in 2012 she was ready to launch her own shoe label, Lucy Choi London. She had spotted a gap in the market for the next generation of high-end footwear, providing affordable yet luxuriously crafted designer shoes.

Lucy Choi London is a forward thinking brand that meets the exact demands of the sophisticated modern woman and 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 the many different personalities and tastes of these women.

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 ats 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. The shoes have an average price of £195.00 to £225.00.

Lucy Choi London’s UK stockists include : Net-A-Porter,matchesfashion.com, Harvey Nichols nationwide, Fenwick of Bond Street, Wolf & Badger of Dover Street, Arnotts in Dublin, Anna Boutique, Question-Air Boutique, and over 80 high end boutiques across the UK. The collection is sold internationally at Harvey Nichols Dubai and Hong Kong, Saks Fifth Avenue Dubai, Wolf and Badger in New York and boutiques in Dublin, Italy, Belgium, Singapore as well as the Middle East.

Ethos:The 3 C’s: Character, Comfort & Craftsmanship

Customers can relax with the knowledge that production methods are specialised across the 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 nest craftsmanship.

Lucy Choi London has established long-standing partnerships with a variety of brands and corporations. Highlights so far, just to name a few, include a collaboration with Wicked, for which Lucy designed a collection inspired by the iconic musical to celebrate the show’s 10th Anniversary, and a collaboration with Liberty, for which Lucy designed a collection of Liberty print slippers sold exclusively in the Liberty London store.

Other partnerships that have been formed are with luxury hotels, including St James’s Hotel and Club, The Langham, The Montcalm and The London Hilton on Park Lane; membership clubs, such as Home House and The Devonshire Club; women’s networking groups; banking and law corporations, other leading retail brands; and charities, all culminating in exclusive shopping and PR events both at the Lucy Choi London Flagship Store and at offsite venues.

The full collection is available to purchase from the Lucy Choi London flagship store on Connaught Street, W2 2AF, and from the website

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