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.