The designer:

Lucy grew up in Hong Kong and the IsIe of Wight.  The niece of the legendary Jimmy Choo, Lucy has always been inspired by her uncle and sister Sandra Choi (Creative Director of Jimmy Choo).  Growing up Lucy was in the enviable and fortunate position of seeing how hand-made shoe are made by a top designer and truly understands that both quality and style are paramount in a shoe.

Lucy has worked in the shoe industry for over 10 years, having being the Managing Director of French Sole where she was instrumental in their expansion in the UK and worldwide including Asia, Middle East and into the American market. She also played a major part in both the design and product development.

Shoes therefore are 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 to fulfil her desire to see her own shoe label realised.  Working with her hands on design team and her own factories to develop the collection, the brand launches in the UK in March 2012 and internationally in the latter half of 2012.

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

The brand:

Lucy Choi London is a forward thinking brand which marks the start of the next generation of luxury footwear.  Thanks to Lucy’s family shoe dynasty and inspired by Uncle Jimmy Choo and sister Sandra Choi, this new label benefits from the founders’ knowledge and almost 30 years of working in the luxury shoe industry.  The brand has combined this unique heritage, set of fashion credentials and design expertise into an innovative shoe label for every occasion.

The F/W 2012-2013 collection:

Launched nationwide amid wide acclaim with her debut collection for SS12, Lucy Choi London launches for AW12 with two exciting additional new stockists, the iconic department store Harvey Nichols and leading online shopping portal My-Wardrobe.  The new stockists are an addition to the existing stockist portfolio which includes the e-commerce shop and over 40 high end boutiques nationwide.

Lucy Choi London is a boutique label whose philosophy is to provide affordable luxury; shoes of exceptional quality and superior craftsmanship with an accessible price point, without compromising on design and fit.  Already proving to be a very timely launch in the current economic climate, Lucy Choi London shoes mix expertly with both a designer and a high street wardrobe, reflecting the way modern women shop.

The collection is characterized by shoes with character and by the choice of luxurious fabrics, elegant shapes and a range of heel heights to suit all tastes, attitudes and occasions.  For day and work wear, the collection includes an array of chic styles from sophisticated black patent to striking sculptural tartan high heels.  Mid heels in scarlet red, pewter or goldstone add a flash of chic to any wardrobe.  Make weekend dressing effortlessly easy too and choose from a wide selection of wedges and flats in brights, metallics, skins and prints.

This season, Lucy Choi London introduces a new collection of winter boots crafted from Italian leather.  From the more sporty style flat boots and over the knee boots, the collection easily translates from the city to the country and from day to night.  Sky high, faux fur ankle boots or the ultra chic knee high black suede and patent buttoned boots, make any event a glamorous affair.

Opulence is the watchword for the day glam and evening collections.  Indulgent yet demure, the range nods to the 1920’s and is crafted from luxurious, exotic fabrics including gold metallic mesh, lace and glitter. Bejewelled styles with bows and trims in pewter, silver, antique gold are a sophisticated modern update on this ultra glamorous era.

Lucy Choi London’s AW12 collection will launch in August in Matches, Harvey Nichols around the UK and online at My-Wardrobe and www.lucychoilondon.com.  The collection will also be available in over 40 independent boutiques around the UK and internationally from Harvey Nichols and Saks Fifth Avenue, Dubai, and in boutiques in Singapore and the Middle East.

For more info www.lucychoilondon.com