Jimmy Choo traces its roots to a bespoke shoemaker named Jimmy Choo, based in the East End of London in the early 1990s, who provided to the global jet set, including Princess Diana. The Jimmy Choo company was founded in 1996, with Mr Choo’s niece, Sandra Choi, who had been heading up design in the East End atelier, coming on board as Creative Director, a position she holds to this day. Mr Choo departed the company in 2001.
With a policy for expanding internationally, the company established a retail presence in the United States with its first store in New York City in 1998, followed by Los Angeles in 1999. Using the store’s LA foothold to cater to Hollywood celebrities, Choi worked with celebrities and their authors from a hotel atelier creating Jimmy Choo shoes for award show dressing. The red carpet proved to be the ideal runway for shoes and then handbags, as actresses such as Halle Berry, Sandra Bullock, Cate Blanchett and Natalie Portman all took their paces wearing Jimmy Choo.
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