Sandra Choi
Encyclopedia
Sandra Choi is the Creative Director and designer of J. Choo Limited
. She is often thought to be the niece of Mr Jimmy Choo, but is actually the niece of Choo's wife, Rebecca.http://thestar.com.my/lifestyle/story.asp?file=/2007/1/14/lifefocus/16336719&sec=lifefocus
Choi was born on the Isle of Wight
and lived in Hong Kong
before moving to London
in 1991 to study at the world famous St. Martins School of Art. It was at this time that Sandra began her career as a shoe designer, working as an intern for Jimmy Choo in his London couture workshop whilst at the same time studying for her degree.
After a year of balancing school and work, Sandra decided to abandon her degree and focus her energy on the business
of shoes. Sandra's decision was the right one. From 1993 to 1996 she was the chief designer and manager of Mr. Choo's couture
business. Originally, Sandra had intended to study fashion
but her tutor pointed out her strength was product development so she combined products — shoes — with fashion and began learning the whole of the couture
shoe business. Sandra perfected the art of shoe making from inception to finish — design, pattern cutting and skillfully fitting a shoe.
Sandra was appointed Creative Director
of J. Choo Limited
in 1996. Working in conjunction with Tamara Mellon
, Sandra is responsible for the creative design and direction of the company.
Jimmy Choo Ltd
Jimmy Choo is a British high fashion house specializing in luxury shoes, designer bags, and accessories. The company, J. Choo Limited, was founded in 1996 by couture shoe designer Jimmy Choo OBE and Vogue accessories editor Tamara Mellon OBE. In April 2001 Equinox Luxury Holdings Ltd. bought out...
. She is often thought to be the niece of Mr Jimmy Choo, but is actually the niece of Choo's wife, Rebecca.http://thestar.com.my/lifestyle/story.asp?file=/2007/1/14/lifefocus/16336719&sec=lifefocus
Choi was born on the Isle of Wight
Isle of Wight
The Isle of Wight is a county and the largest island of England, located in the English Channel, on average about 2–4 miles off the south coast of the county of Hampshire, separated from the mainland by a strait called the Solent...
and lived in Hong Kong
Hong Kong
Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...
before moving to London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
in 1991 to study at the world famous St. Martins School of Art. It was at this time that Sandra began her career as a shoe designer, working as an intern for Jimmy Choo in his London couture workshop whilst at the same time studying for her degree.
After a year of balancing school and work, Sandra decided to abandon her degree and focus her energy on the business
Business
A business is an organization engaged in the trade of goods, services, or both to consumers. Businesses are predominant in capitalist economies, where most of them are privately owned and administered to earn profit to increase the wealth of their owners. Businesses may also be not-for-profit...
of shoes. Sandra's decision was the right one. From 1993 to 1996 she was the chief designer and manager of Mr. Choo's couture
Haute couture
Haute couture refers to the creation of exclusive custom-fitted clothing. Haute couture is made to order for a specific customer, and it is usually made from high-quality, expensive fabric and sewn with extreme attention to detail and finished by the most experienced and capable seamstresses,...
business. Originally, Sandra had intended to study fashion
Fashion
Fashion, a general term for a currently popular style or practice, especially in clothing, foot wear, or accessories. Fashion references to anything that is the current trend in look and dress up of a person...
but her tutor pointed out her strength was product development so she combined products — shoes — with fashion and began learning the whole of the couture
Haute couture
Haute couture refers to the creation of exclusive custom-fitted clothing. Haute couture is made to order for a specific customer, and it is usually made from high-quality, expensive fabric and sewn with extreme attention to detail and finished by the most experienced and capable seamstresses,...
shoe business. Sandra perfected the art of shoe making from inception to finish — design, pattern cutting and skillfully fitting a shoe.
Sandra was appointed Creative Director
Creative Director
A creative director is a position often found within the graphic design, film, music, fashion, advertising, media or entertainment industries, but may be useful in other creative organizations such as web development and software development firms as well....
of J. Choo Limited
Jimmy Choo Ltd
Jimmy Choo is a British high fashion house specializing in luxury shoes, designer bags, and accessories. The company, J. Choo Limited, was founded in 1996 by couture shoe designer Jimmy Choo OBE and Vogue accessories editor Tamara Mellon OBE. In April 2001 Equinox Luxury Holdings Ltd. bought out...
in 1996. Working in conjunction with Tamara Mellon
Tamara Mellon
Tamara Mellon, OBE is the Chief Creative Office and co-founder of Jimmy Choo, a luxury brand that offers designer shoes, handbags and a range of accessories .-Early life:...
, Sandra is responsible for the creative design and direction of the company.