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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 collections have graced red carpets, runways, music stages and been immortalised as part of popular culture on screen, cementing Jimmy Choo’s position at the intersection of luxury and culture. Beyond the world of celebrity the brand is beloved by its global community, frequently playing a role in the most significant moments of their lives; from the professional to the personal, from the epic to the intimate, tastemakers and leaders among a diverse cohort trust Jimmy Choo to unlock a sense of self-confidence when needed most. Today collections 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.
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.
Passionate about turning her apprenticeship into a career as a designer, Sandra briefly attended the prestigious Central St Born in the UK, Sandra Choi grew up between the Isle of Wight and Hong Kong before relocating to London as a teenager to continue her studies in the early ‘90s. During this time, 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 the brand, where artisanal technique and emotional design are inseparable and instrumental to the commercial success of the business. Martins whilst working at the atelier. 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. Her collections have graced red carpets, runways, music stages and been immortalised as part of popular culture on screen, cementing Jimmy Choo’s position at the intersection of luxury and culture. 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.
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