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Founded in 1996, Jimmy Choo originated as an East London atelier and has since evolved into a global luxury accessories house where artisanal craft and emotional design are inseparable. Frequently name-checked in era-defining television, film and music, the brand has transcended fashion, becoming a recognised pop-culture phenomenon, uniquely dialled into the zeitgeist of the day. Creative Director Sandra Choi OBE leads collections that encompass shoes, bags, accessories, jewellery, eyewear and fragrance, for women and men. Each piece is designed in the brand's London studio and largely brought to life in Florence, Italy. Together with CEO Hannah Colman, she has built a global powerhouse for life's big and small milestones, underscored by the belief that the joy of wearing something extraordinary is always worth celebrating. Tastemakers and leaders among a diverse cohort trust Jimmy Choo to instil them with confidence, time and time again. Beyond the red carpet and the world stage, the brand is valued by its global community, often playing a role in the moments that matter most. Jimmy Choo operates more than 200 boutiques worldwide and is part of Capri Holdings Limited (NYSE: CPRI).
The collections are conceived by Creative Director Sandra Choi, who has overseen the London-based design studio since the late 1990s after mastering the art of bespoke shoemaking from her uncle, Mr. Jimmy Choo. Sandra’s approach combines imagination and the joy of design with her incomparable expertise and innate understanding of product design. Each piece is designed in the London studio and brought to life by master artisans committed to upholding the highest standards of excellence; with the majority of production in the brand’s factories near Florence. Today, the collections encompass shoes, bags, accessories, jewellery, eyewear, and fragrance across men’s and women’s.
Sandra Choi joined Jimmy Choo in 1996 as one of the brand’s founding creative voices. Over the course of three decades as creative director, she has shaped the brand’s visual and emotional identity. Born in the UK, Sandra grew up between the Isle of Wight and Hong Kong before relocating to London where she went to work with her uncle, Mr Jimmy Choo*, in his East End atelier; catering to high-profile private clients and mastering the art of bespoke shoemaking. This innate sense of craft is still central to the philosophy and aesthetic of Jimmy Choo, where artisanal technique and emotional design are inseparable and instrumental to the commercial success of the business. When Tamara Yeardye (now Mellon) founded the brand in 1996, Sandra left her studies and devoted herself full-time to Jimmy Choo, leading the creative direction of the collections ever since.
Sandra’s influence extends far beyond the studio. A passionate advocate for craft, creativity and the next generation of fashion talent, she has been a consistent champion of British design on the global stage. In June 2026, Sandra was recognised with an OBE in His Majesty The King’s Birthday Honours for her services to the British fashion industry. *Mr Jimmy Choo (Professor J. Y. K. Choo OBE) left the business in 2001
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