Curating luxury for the discerning traveller


Lucy Choi

But, as Choi herself states, it has taken a lot of hard work to make her eponymous shoe brand a success. “I invested my own money to start my business, even selling the flat I had owned for 10 years – it was all very daunting,” she reveals. “But, when my uncle’s former boutique came on to the market it seemed a definite sign and I fought tooth and nail to get it.”

Having spent 10 years at French Sole, working her way up to become its managing director, and with her sister ensconced as the creative director of the label their uncle founded, it seems that footwear is very much a part of the Choi DNA. But, while Choi feels that the pressure of living up to the family’s heritage is only natural, there is no sense of sibling rivalry. “My sister and I are very supportive of each other and there is a mutual respect, as both of us are hard-working businesswomen and mothers, trying to juggle it all,” says Choi. “I do think it is harder as a woman to have it all,” she adds. 

Jun 1st 2016

“I faced one of the biggest challenges of my career when I launched my label in 2012 and gave birth to my first child at the same time. I then opened my flagship store in August 2015 and gave birth to my second child just five months later. But my husband’s indefatigable support has allowed me to be a businesswoman, wife and mother.”

There is a steely determination about Choi, a sense she’ll never take no for an answer; she knows exactly what her customers want and she’ll give 100 per cent to ensure her label delivers. Part of Lucy Choi London’s manifesto is to offer what its founder calls the three Cs: comfort, craftsmanship and character. “As women we’ve all been there – buying beautiful, eye-wateringly expensive shoes that you cannot wear for more than 10 minutes,” says Choi. “I pride myself on providing shoes with the ‘wow’ factor that are desirable and comfortable.”


To this end, Choi wears all the shoes she designs before they go into production to ensure that the proportions and fit are up to scratch. “The ethos of the three Cs is front of mind at every stage of the design and production process and many of our customers tell us they find even our highest heels comfortable enough to wear all day,” Choi notes.

In her spring/summer 2016 collection, Choi has embraced a kaleidoscope of colour with vivid neons, metallics and bold patterns on the agenda. “I am always visualising how to inject character and fun into my designs, be it through different textures, new colours or shapes,” she explains. “With my SS16 collection, I wanted to have some fun and explore what it means to be creative – to express a sense of enthusiasm and innovation for the year ahead. The shoes are all named after iconic British supermodels and actresses – aspirational and glamorous, akin to my head-turning heels.” The Lulu, with its red polka-dot print, is indicative of the sense of fun that pervades this collection, but lovers of a more monochrome vibe need not feel left out. The black patent Lovell features a sculpted winged heel and provides a creative take on the classic stiletto. And who doesn’t enjoy being a head-turner without having to suffer the pain of pinched toes? 

18 Connaught Street, W2 2AF | 020 7402 3434


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