Lucy Choi AW15 Preview

Last night I had the pleasure of attending Lucy Choi’s exclusive event in her new London flagship store.

Indulging in an evening of champagne and shoes to my hearts content, I was able to exclusively shop her AW15 Collection.


Lucy Choi is the niece of the legendary Jimmy Choo and sister of Sandra Choi – Creative Director of Jimmy Choo. – Dream team!

Lucy’s footwear has been spotted on many ladies such as Girls Aloud members Kimberley Walsh and Cheryl Fernandez-Versini, The Saturdays Mollie King and Model Sophie Anderton. Just take a minute to breath, I did!

Choi took a different path before creating her own brand. She began her career by spending 8 years working in finance. In 2002, Lucy then joined French Sole to help them build the brand and grow the company, both in the UK and internationally. She eventually became the MD and oversaw every aspect of the business including the retail, website, wholesale business plus the marketing and PR. Lucy was extremely well prepared as she gained knowledge of the mid price shoe market and its customers.

She learnt early on that to succeed in your own business, you need a combination of knowledge, experience and a financial mind to really understand all aspects of the market and to help your company succeed.

Choi explained to me that she spotted a gap in the market for stylish, affordable, comfortable shoes and decided to take the plunge and launch her own label in 2012. Her experience has enabled Choi to combine her knowledge of the business and fashion worlds, along with her shoe heritage which gave her the confidence she needed to start her own collection.


Lucy and her staff spoke hugely about their  3 Cs that they strive to create in Choi’s collections; Character, Comfort and Craftsmanship. The collection is based on the principal that they provide luxurious, affordable shoes without compromising on design, craftsmanship and comfort, for women of all ages and for every occasion. Every designer should be following in her steps now.


Knowing your market area is number 1 to get the ball rolling within the company and Lucy knows her customers appreciate luxury and design led products but also want a wearable, comfortable shoe at an affordable price. With a purchase of Lucy Choi London, customers know they are investing in good quality shoes which they can wear again and again.


The great part about Lucy’s brand is that she doesn’t just stop at Italian Leather for her shoes, she goes to Spain and China to incorporate their leathers for a different look to her shoes. Through this, Lucy has been able to create collections through her visions of a woman’s perfect heel. Choi has all ranges of heels for women, whether it be the sparkly party queen high heel, office mid heel girl or a casual everyday sandal.  Each day that goes by, you’ll always be wearing a Lucy Choi.




Big news, Choi is planning to open five outlets by the end of 2016, can we get a HULLLAAAA!!!

Take note kiddies, a little inside to how even a top designer niece felt when starting out on her own;

“successful women always seem so perfect on the outside, but everyone who’s ‘made it’ knows that the journey is filled with wrong turns, set backs and even failure.” -Lucy Choi.

Chatting away to Lucy, photographing her collection, sipping champers and trying on my favourite shoes in her collection, I don’t believe anything could have taken me away from that night 🙂

Thankyou Lucy Choi


Be a kid with Big Dreams!


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