- Sandra Choi
Sandra Choi is the Creative Director and designer of
Jimmy Choo Ltd . She is often thought to be theniece ofMr 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 inHong Kong before moving toLondon in1991 to study at the world famousSt. Martins School of Art . It was at this time that Sandra began her successful career as a shoe designer by 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 thebusiness ofshoes . Sandra’s decision was the right one. From1993 to1996 she was the chief designer and manager of Mr. Choo’scouture business. Originally, Sandra had intended to studyfashion but her tutor pointed out her strength wasproduct development so she combined products — shoes — with fashion and began learning the whole of thecouture shoe business. Sandra perfected the art of shoe making from inception to finish — design, pattern cutting and skillfully fitting a shoe.Sandra was appointedCreative Director ofJimmy Choo Ltd in1996 . Working in conjunction withTamara Mellon , Sandra is responsible for the creative design and direction of the company. Sandra’s eye for aesthetics is combined with her knowledge of shoedesign and she is known for her innovative combinations of classic styles with whimsical and quirky, yet innovative, fashion forward accents.
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