By Anna Timoney
With the iconic Jimmy Choo as her Uncle, it is no surprise that Lucy Choi is one stylish lady. Lucy studied business and had a career in the city before following in her Uncle’s footsteps and launching her own shoe label, Lucy Choi London.
A petite lady herself, Lucy instinctively understands the needs of petite women and has created many of her beautiful shoes in a size 35. Her shoes are fabulously indulgent creations for the elegant woman. The collection is now sold in over 60 high end boutiques nationwide and in leading department stores like Harvey Nichols, Fenwick of Bold Street and MatchesFashion.com. Here we talk to the unstoppable Lucy Choi about inspiration, her fashion must haves and her top advice for petite women….
What inspired you to start your own brand?
I knew from early on that I wanted to do something for myself. I learnt the hard way! I could have chosen an easier path to join the family business but decided to carve my own niche in the shoe industry. I was inspired by my Uncle (Jimmy Choo) who has always been a mentor figure and installed in me from a young age the importance of giving 110% and I feel lucky to have such a person in my life. I began my career in the city first to gain a sound business background, and then spent 10 enjoyable years at French Sole where I learnt a great deal about the shoe industry.
I spotted a gap in the market for stylish, affordable, comfortable shoes and with the support of my family and husband, decided to take the leap to launch my own label last year. At the same time it felt like a very natural step for me. My previous experience in business and fashion worlds, combined with my shoe heritage gave me the confidence I needed to start my own collection.
You have recently introduced size 35 shoes to cater to petite women. Can you tell us more about this initiative?
We are delighted to be able to offer many of our best selling styles in a size 35 for SS14. We always listen to our customers and this was something that was top of mind for many of them! We are now selling to the Asian market so we now have a requirement for this smaller size shoe. In addition we have also introduced a size 42 as well to cater for taller women. We do our very best to listen to our customers and respond quickly.
As the head of a luxury footwear label, do you feel pressure to look good? How do you decide what to wear in the morning?
My outfits have to be comfortable but also have plenty of character either in shape or texture – like my shoes! I always think about what shoes I am going to wear before I think about an outfit and build my outfit around the shoes. All my shoes are classic and very wearable but also have character and that wow factor. I also try on and wear each pair of shoes in my own collection myself to ensure they are comfortable and meet my high standards before they are produced so I am never short of new shoes to wear. I also love to experiment with a different pair most days though often find I go back to my favourites the Goldstone Leo, Zara lace up ankle boots and the Anastasia shoe boot seems to go with everything!
How would you describe your personal style?
My style is classic with a twist. I wear a lot of black but like to mix textures and fabrics, from cashmere and silk, to leather and lace.
What items are you wearing over and over again?
My Current Elliot jeans are my daily wardrobe staples, or for meetings I have some gorgeous dresses from Collette Dinnigan and Alice Temperley. Plus of course a pair of Lucy Choi London heels!
Do you prefer dressing up or dressing down? What is your go-to casual look?
I love to dress up and have a stunning Herve Leger dress I bought for my husbands 40th birthday which makes me feel amazing. I have a young son so I’m also equally happy dressing down for casual days and weekends. My go to look is skinny jeans, a tailored or leather jacket and my Vienna flat boots are the perfect addition to any casual look. My Sofia Kokosalaki coat is one of my favourite pieces, it goes with everything from jeans to black tie.
What are your favourite clothing brands?
I love Alice Temperley, Alexander Wang, Philip Lim and Collette Dinnigan. I always buy my jeans from J Brand and Current Elliott. I also love to seek out new, upcoming designers at Wolf and Badger. Where I live in West London there are some fantastic boutiques where I always know I will find something special and unusual. As for bags, I’ve been using a clutch bag from my new range to carry all my essentials.
As a petite, is it ever challenging for you to find good fitting clothes?
Over the years I’ve learnt which labels to go to which suit my figure. I’ve learnt that if you buy cheap you buy twice so it is always better to invest in a few good designer pieces. I don’t mind spending on pieces that I know I will wear over and over gain. It does break the bank but it’s worth it!
If you could persuade any designer in the world to do a dedicated petite line, who would you choose?
What is your top style tip for petite women?
Fabulous heels!
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VISIT LUCY CHOI LONDON WEBSITE http://www.lucychoilondon.com
