SANDRA & THE CHOOS

Sandra Choi holds one of the most enviable roles in fashion; she gets to surround herself every day with Jimmy Choos. The 45-year-old took over the reins of the shoe empire from her uncle in 1996 and has, ever since, been producing heels and sneakers that are the last word in wardrobe status, as well as bringing Jimmy Choo into a new digital age, and she’s made it look easy.

The first thing we want to ask her, is how she took the brand (made famous by Sex and The City) and helped it grow into the multi-faceted company that sells accessories and menswear it is today? “Well, the essence of who we are has remained the same over the past 20 years,” Sandra explains, “creating beautifully crafted shoes made in Italy. But, over the years we have learned to respond to the multiple roles women play in their lives. Being a mother myself with a successful career, I need my shoe and bag wardrobe to adapt accordingly, helping to carry me effortlessly through the many paces taken in my day.”

She certainly learned a lot from her uncle on how to go about creating pieces that women all over the world want to wear. What were the most important things he taught her about running a big brand? “I had a lot of respect for his talent as a shoemaker, he was an expert at the craft. He had a meticulous attention to detail when it came to the form of a shoe and its finish. He instilled the importance of this in me from the beginning. He taught me the fundamental principles of making shoes by hand. I will forever be grateful for the experience I learnt working with Jimmy and the people I met during the time we were there; it was an amazing journey and I was very fortunate.”

When it comes to finding inspiration, Sandra loves to look to Instagram, to see how people are interpreting Jimmy Choo pieces in their own way. For Autumn Winter 2018, she looked to the brand’s glamorous followers. “This season it’s all about balancing the form with the decoration – making pieces that are super sexy but with a graceful refinement that transcends day to night style.” Her top tips when it comes to choosing the perfect pair of Choos this Christmas? “Know your limits! There is a perfect heel height for everyone in our collections, once you have found it you will always be confident in your shoes. And never let your shoes wear you.” Said like a true shoe fanatic.

Check out our Jimmy Choo Boutique on Level 1 of our Dublin store.

Don’t miss your chance to customise your very own Choos with trainer crystallisation and bag monograming all at The Marvel Room this Christmas. Keep an eye on or social media for more details.

Love personalising your presents? We have more ways to make your presents your own in store this Christmas…