W
ith shoe royalty, Jimmy Choo, as her uncle and over a decade of experience working in the luxury shoe industry, it was only a matter of time before Lucy Choi decided to branch out on her own - and start designing the kind of footwear that women, including herself, are
excited to wear. The result is Lucy Choi London, a brand that encompasses luxury, style, on trend fashion and affordability. Lucy Choi worked at French Sole for ten years before launching her eponymous brand. From bow embellishments to standout leopard-print and glittered leather, pumps are her forte – you’ll find a heel height for every occasion. We caught up with Lucy to find out more about what makes the perfect shoe and how her family heritage has influenced the business. Your family obviously has an impressive heritage in the shoe industry – was there any question of you ever wanting to work in a different sector of the fashion industry or was it always going to be shoes for you? Lucy Choi. I actually began my career by spending eight years working in the IT financial, business world. I then joined French Sole in 2002 to help them to build the brand and grow the company both in the UK and internationally. I could have chosen an easier path to join the family business but decided that I wanted to work in the financial world first, before following my heart into the fashion world. I grew up watching my Uncle Jimmy making exquisite shoes and knew from early on that shoes are in my genes and I would eventually turn to shoe design. How much advice did your family give you when starting out on your own and what was the most helpful tip you were given? LC. We are a close family and have always been very supportive of each other. My uncle taught me the importance of craftsmanship, being creative and a strong work ethic. From him I learnt to work hard, be totally dedicated, tenacious and to live your dream! He also taught me that whatever you promise, you must deliver and be true to yourself. I apply this ethos to every element of my own business. Do you remember your first pair of shoes, or the first pair you desperately craved? LC. I remember getting my first pair of heels on my eighteenth birthday, it is a really special memory for me. I felt so grown up and glamorous as soon as I put them on, it was a magical moment. They were a simple pair of black glittery high heel pumps, both classic and sexy! Who or what inspired you when you were staring out in the industry (designers, celebrities, friends etc)? LC. I’ve been in the shoe industry for over ten years so I’ve seen many changes.
“Can a girl ever have too many shoes, I don’t think so!” I’m very lucky to have my uncle in my life, he inspires me with everything that he has built and is a mentor figure. I feel inspired living in London, one of the leading fashion capitals of world and free to be creative. Where do you start with a new design, the materials, the colour, shape etc? LC. The first stage to the creative process is always the mood boards, I find living in London is such an exciting, thriving city - walking around I do feel inspired. We have an internal brainstorm session at the beginning of every season where we share ideas, drawings and pictures, from this we can move on to the production. This brainstorm includes all members of our team, so that we can discuss customer feedback and also think about their needs and desires as a consumer. Do you have a favourite shoe from your latest collection? LC. It’s hard for me to pick just one but I really love my Canterbury heels, they are both elegant and edgy! I live in black so it’s nice to break it up with a different texture and colour. Who would you describe as the typical Lucy Choi customer, if there is one? LC. I’m not sure there is one archetypal Lucy Choi London customer and I like it that way. We create luxurious, affordable shoes for women of all ages and attitudes, from rock stars to royalty. Our customers tend to be savvy ladies who appreciate expert craftsmanship and comfort but don’t want to compromise on design. How many pairs of shoes do you currently own and do you have a favourite (of yours or another brands) LC. I don’t dare count… over 500! Can a girl ever have too many shoes, I don’t think so! I definitely go through phases of favourites depending on my mood or the occasion. At the moment I’m wearing my beloved Stirling boots but I’m looking forward to the weather changing so I can lose the tights and wear our new fabulous Cupid shoe. You have a lot of celebrity fans, but is there anyone famous (dead or alive) that you would love to see wearing one of your designs? LC. I would love to see Kate Middleton or Kate Moss wearing our shoes, they have very different individual styles but are both fashion icons and have such a following! They embody our “rock and royal” mantra and I always keep both women in mind when I’m designing my collection.
“My uncle taught me the importance of craftsmanship, being creative and a strong work ethic. From him I learnt to work hard, be totally dedicated, tenacious and to live your dream! He also taught me that whatever you promise, you must deliver and be true to yourself.” 52
OHLALA!
What one trend in footwear for summer 2015 should women look out for? LC. The pointed flat is going to be a huge trend - we have some really exciting new flat styles in this season’s collection, all in bright candy coloured hues! www.ohlala-magazine.com