Born from the creative mind of Lucy Choi, Lucy Choi London pioneers the next generation of luxury footwear. It has become a highly successful and sought-after shoe brand. Sold in the UK and internationally, it is admired by many, including a large celebrity following that boasts Darcey Bussell, Cheryl Ann Tweedy, Millie Macintosh, Jodie Kidd, Daisy Lowe and Joanna Lumley amongst others in its fan base. International models Winnie Harlow, Tracy Baldwin and Alessandro Ambrosio have also modelled Lucy Choi London shoes, following a collaboration with Welsh fashion designer, Julien Macdonald. The brand has also featured in Vogue, Hello, Grazia, Tatler and other leading publications.
Thanks to Lucy’s family shoe dynasty and taking her inspiration from Uncle Jimmy Choo, this label benefits from Lucy’s in-depth knowledge of the shoe industry, with Lucy having worked in the business for almost 25 years. Lucy also combines her unique heritage, her fashion credentials and design expertise with the commercial experience she gained from working in the City.
When working in the City, with multiple shoes under her desk and in her handbag to cater for days spent at Board meetings, working lunches and evening events, Lucy spotted a gap in the shoe industry. She identified the need for affordable yet luxury footwear that can be worn day and night without compromising what Lucy calls the 3Cs – Comfort, Craftmanship and Character.
At the heart of the Lucy Choi London brand, the ‘Rock ’n’ Royal’ theme embodies Lucy’s vision. Inspired by the two Kates, the edgy and iconic Kate Moss and the graceful and chic Kate Middleton, Lucy creates diverse collections which suit all generations of women. The brand epitomises innovation and individuality with the eclectic use of luxurious fabrics and striking colours combined with an explosive mix of finishes including leathers, suedes, silks, satins, snake skin, vintage lace and glitters. Shoes come in an array of toe shapes and heel heights including mid and high heels, boots, wedges, sandals and flats. Quality is assured through Lucy’s long-standing relationships with trusted suppliers in Italy, Spain and Asia. Each are committed to producing a carefully crafted silhouette for every individual shoe that is made.