Lucy Choi, the niece of renowned footwear designer Jimmy Choo, has revealed how her decision to reject funding from her family’s fashion empire and follow her own path in the industry was shaped by the career advice she received from her uncle. In an exclusive interview with PEOPLE, Choi shared insights into her journey of establishing her own eponymous shoe brand, Lucy Choi London.
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Choi’s foray into the fashion world began with a solid foundation in finance, where she honed her business skills outside of her family’s legacy. Despite having the option for an easier route, Choi was determined to carve her own way. Graduating with a business degree, she explored various fields such as accounting and IT, but her passion for fashion ultimately led her to pursue her dreams independently.
Growing up alongside Jimmy Choo and witnessing his tireless work ethic during Fashion Week, Choi was inspired by her uncle’s dedication to his craft. She recalls late nights spent assisting him in preparing for shows, which instilled in her a deep appreciation for the intricacies of the design process. Choi credits Choo for imparting valuable lessons in design, craftsmanship, and business acumen that have influenced her own journey.
Prior to launching her brand, Choi gained valuable experience working at French Sole, where she progressively climbed the ranks to become a managing director. Her hands-on experience in various roles laid a strong foundation for her entrepreneurial aspirations. After a decade of learning the ropes in the industry, Choi felt ready to take the leap and establish her own shoe brand.
Lucy Choi London quickly gained traction, with Choi securing partnerships with prestigious retailers such as Barneys, Harvey Nichols, and Selfridges. Despite facing initial scepticism due to her familial connections, Choi remained steadfast in proving herself in the competitive fashion landscape. Her commitment to self-funding her venture showcased her determination and business acumen, setting her apart as a self-made entrepreneur.
As a working mother, Choi exemplifies resilience and dedication, balancing her roles as a CEO and a parent with unwavering commitment. Her relentless work ethic and passion for fashion have propelled her through challenges and successes in the industry. Even amidst personal sacrifices and demanding schedules, Choi remains driven by her motto: “if you want it, then you can do it.”
While Choi’s entrepreneurial journey has been marked by challenges and triumphs, she acknowledges the invaluable influence of her uncle in shaping her approach to the fashion world. Choo’s advice to pursue passions, work diligently, and persevere through setbacks resonated deeply with Choi, guiding her through pivotal moments in her career.
In a recent development, after a decade of running her brand, Choi made the decision to sell the business to focus on her family. She now serves as the Company Director at the Jimmy Choo Academy, where she continues to uphold her uncle’s vision and legacy in the fashion industry. Through her role at the academy, Choi aims to impart her knowledge and experiences to the next generation of designers and entrepreneurs, ensuring the preservation of Choo’s legacy.
As Choi navigates the intersection of family legacy and personal achievement, her dedication to nurturing young talents underscores her commitment to fostering innovation and creativity in the fashion community. By blending her own expertise with Choo’s enduring influence, Choi is shaping her own legacy while honouring her family’s storied tradition in the world of fashion.