Fellows Auctioneers Ltd

Jimmy Choo is a luxury fashion brand known for their stunning shoes, handbags, and accessories. The brand was established in London in 1996 by Malaysian shoemaker Jimmy Choo. He was joined by Tamara Mellon who, at this time, was the accessories editor at Vogue.

Since their beginning, Jimmy Choo has been synonymous with glamour, sophistication, and quality craftsmanship. The brand's iconic stiletto heels, embellished with glitter, crystals, and studs, have become a staple of red carpet events and fashion runways. Today, Jimmy Choo has expanded into a global fashion brand with shops in major cities worldwide and a loyal following of customers.

The Early Years: Jimmy Choo

Jimmy Choo was born in 1948 in Penang, Malaysia. He came from a family of shoemakers and he credits his father for inspiring his early interest in shoes. His father made all his shoes by hand, a skill he passed on to Choo. By the age of 11, Choo made his first pair of shoes - a pair of slippers.

In 1984 Choo settled permanently in London, he worked between different design companies for nine years before setting up his company. This was initially supported by the charity the Prince's Trust. His parents emigrated shortly after to assist with building his business. He opened his first shop in 1986, going from strength to strength, he was recognised by London Fashion Week. This was his first "big break", quickly followed by an eight-page spread in Vogue. Since then, the company has just continued to grow.

What sets Jimmy Choo apart from other luxury brands is their focus on creating designs that are both fashionable and functional. The brand uses high-quality materials, such as Italian leather and silk. They pay close attention to detail to ensure that each design is not only stylish but also comfortable and durable.

Over the years, Jimmy Choo has worked with some of the world’s most iconic designers and celebrities, including H&M, UGG, and Elton John, to create unique collections that spark interest in fashion enthusiasts around the world. Whether it’s a pair of striking stilettos or a sleek handbag, Jimmy Choo’s designs are sure to turn heads and make a lasting impression. Choo himself has claimed that his brand was the favourite of Princess Diana, also a close friend of his. Vogue credits her for putting Choo 'on the map'.

The Brand Today

Sandra Choi, Choo's niece, joined the company when the Jimmy Choo brand was born in 1996, taking the role of Creative Director. Choo left the company in 2001, but the brand still carries his name and his belief in quality craftsmanship. In 2002 Choo was awarded an OBE for his services to the fashion industry. Sandra Choi has continued in her uncle's footsteps and the brand remains a household name.

After Choo's departure in 2001, Jimmy Choo continued to expand their product line and cement their status as a leading luxury fashion brand. In 2004, the brand launched their first fragrance. This was an instant success and helped to further establish the brand’s reputation for glamour and sophistication. In 2009, they also launched a line of men’s shoes and accessories. These quickly became popular among stylish men around the world.

Choi has made some big changes to the company: one notable development for Jimmy Choo in recent years has been their focus on sustainability. In 2019, the brand announced their commitment to using more sustainable materials in their products and reducing their carbon footprint. Jimmy Choo’s first sustainable collection, which launched in 2020, features shoes made from recycled fishnets and sustainable leather alternatives, demonstrating the brand’s dedication to ethical and environmentally friendly fashion.

Choo still designs shoes himself, but now under his birth name, Zhou Yang Yie. These shoes are only available for private clients.

Jimmy Choo at Auction

While Jimmy Choo is most definitely best known for his shoes, this is not the extent of his craftsmanship. The brand is also renowned for their exquisite handbags, examples of which we were delighted to present in our latest Handbags auction.