Lucy Choi reveals how she started her own shoe brand   

Lucy Choi, 43, is the founder of shoe brand Lucy Choi London. She lives in London with her husband Jonathan and their two boys, aged five and 18 months

I grew up in the shoe industry: my uncle is the legendary shoemaker Jimmy Choo.

One day, in my university holidays, I’d gone to his workshop in East London, as I often did, to see him make his beautiful shoes and get ready for the fashion shows.

Everything was done last minute, but as I watched him at work, the thought crystallised: some day, I’d have a shoe line, too.

 My uncle taught me everything: how to make a comfortable pair of shoes — it’s about the position of the heel, as well as the height — and the importance of craftsmanship. But rather than work for him, I thought people would respect me more if I did it myself.

Lucy Choi, 43, is the founder of shoe brand Lucy Choi London. After working her way up through the shoe industry and learning tricks from her family she set up her own business

So I started in the City. I wanted to understand the business side. I’d go to work in my trainers and change into one of 20 pairs of smart shoes under my desk. I thought there should be a brand that lets you wear one pair of heels day to night — comfortable shoes that still have wow factor.

Next, I moved to shoe company French Sole, where I worked my way up to managing director.

Eventually, I thought: ‘It’s time to sell my flat and use my savings to start my own line.’ I’m not worried about taking risks, but I prepare.

I started five years ago by selling my shoes to retailers. Now I know who my customers are and what they want: introducing half-sizes, and stocking shoes from very small sizes (35) to large ones (42).

When, two years ago, I opened my shop (in Connaught Street, London, in what was once my uncle’s store), it was because my customers were asking me to do so. The time was right and I went for it. I felt great to be able to follow in his footsteps as the next generation.  

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