Jimmy Choo

Summary

Jimmy Choo is a globally renowned luxury fashion brand, celebrated for its exquisite craftsmanship and glamorous designs in footwear, handbags, and accessories. Founded in 1996 by Malaysian-born designer Jimmy Choo and British Vogue editor Tamara Mellon, the brand quickly became synonymous with high-fashion elegance and celebrity appeal. Known for its distinctive mix of sophistication and bold creativity, Jimmy Choo has adorned the feet of Hollywood stars, royalty, and fashion enthusiasts worldwide. Its signature shoes, often featuring striking embellishments and sleek silhouettes, have cemented the brand’s status as a symbol of style, opulence, and modern femininity. Today, Jimmy Choo operates as part of Capri Holdings Limited, continuing to expand its influence in the luxury market with an ever-growing array of statement pieces.

History

The brand traces its roots to the early Nineties.. to London College of Fashion alumnus Jimmy Choo. After graduating in 1986 the Malaysian-born cobbler opened a made-to-order shoe boutique in London’s East End for private clients including Princess Diana. By 1988 it was featured in an eight-page issue in Vogue. There was no looking back since. After the sexy stilettos appeared in ‘Sex and the City’ where Carrie Bradshaw proclaims “Wait—I lost my Choo” it became the shoe of choice for everyone from First Lady Michelle Obama to Beyoncé and Duchess Catherine. In 1996 former British Vogue accessories editor Tamara Mellon – who took a £150,000 loan from her father – collaborated with Jimmy Choo and his niece Sandra Choi and grew the modest shop into global empire Jimmy Choo Ltd.

“Keeping innovation and energy flowing it key” Tamara Mellon told Vogue. “I dreamed of creating the perfect luxury accessory house, one that captures the hearts of women around the world. Even now with everything that we have accomplished we are far from resting on our laurels, what excites me most is the thrill of the next project, the next idea. And, while I am enormously proud of our brand’s heritage, I know the best is yet to come.”

The first store opened in 1997 on London’s Motcomb Street. The same year late Princess Diana was photographed on the red carpet wearing Jimmy Choo slingbacks. Two years later the company expanded to the United States, with stores in New York and Beverly Hills, and several boutiques in secondary outlets such as Saks Fifth Avenue. International expansion continued with Jimmy Choo stores in Sloane Street and Bond Street in London, Avenue Montaigne in Paris, Via Condotti in Rome, Madison Avenue in New York, Rodeo Drive in Beverly Hills and Ginza in Tokyo.

“There are no shortcuts… You have to know your craft and respect the fundamentals of shoe design. It can’t be borne purely out of creativity” Sandra Choi told Glamour. “When you’re Chinese and living with family, you just do work with family, It’s cultural. I was really into making things, and this world of fabrics, materials, and sewing machines was amazing to me.”

In 2001 Choo sold his 50 per cent share of the company to Equinox Holdings- a private equity firm- for a reported sum of $30 million. Mellon and co-creative director Sandra Choi stayed with the company and diversified into fragrance and eyewear. Today, Choo is no longer involved with the company he co-founded in an official or design capacity.

In 2004 Jimmy Choo- which had 23 stores- was sold to Lion Capital for a reported price of £101 million and was then  sold to TowerBrook Capital Partners the following year for reported £225 million. In 2011 Tama Mellon retired. Jimmy Choo was resold to Labelux for reported £525.5 million and the following year, the company hired Pierre Denis as CEO. With 177 stores in thirty-four countries, Jimmy Choo became the first luxury footwear brand to go public on London Stock Exchange.

In 2014 – with 177 stores in thirty-four countries – Jimmy Choo becomes the first luxury footwear brand to go public. About 25 per cent of the company was sold in a London IPO at $2.24, giving it a market capitalization of about $870 million. However, the tides turned once again. Jimmy Choo put itself up for sale in April 2017 and in November that year, was acquired by Michael Kors Holdings for reportedly £896m.

John D. Idol- chairman and chief executive officer of Michael Kors Holdings Limited- said in a company statement: “We are thrilled to have completed the acquisition of Jimmy Choo, which brings together two iconic brands to create a global fashion luxury group. Jimmy Choo has a rich history as a leading global luxury house, renowned for its glamorous and fashion-forward footwear, and is an excellent complement to the Michael Kors brand. We believe this combination further strengthens our future growth opportunities while also increasing both product and geographic diversification.”

Mission Statement

“We are committed to building a representative business that is empowered by our celebration of difference and enriches our creative solutions.”

Jimmy Choo’s mission is to cultivate a business environment that thrives on diversity, recognising that the strength of the luxury fashion brand lies in its ability to embrace and celebrate differences. By fostering a culture that values unique perspectives and backgrounds, Jimmy Choo aims to empower its team and clients alike. This commitment to inclusivity is not only about representation but also about enriching the creative process, ensuring that the brand’s designs reflect diverse influences and ideas.

At the core of this mission is the belief that true creativity flourishes in an environment where differences are valued and encouraged. Jimmy Choo understands that by embracing diversity, they can develop innovative solutions that resonate with a global audience. This approach allows the luxury brand to stay at the forefront of fashion, continually evolving and pushing the boundaries of luxury design while remaining true to its commitment to inclusivity and representation.

Vision

Jimmy Choo’s vision is to be a global leader in the luxury fashion industry by creating exceptional footwear and accessories that combine elegance with innovation. The luxury brand is dedicated to pushing the boundaries of design, crafting products that are not only stylish but also make the consumer feel empowered and confident. With a focus on delivering timeless and elegant pieces, Jimmy Choo seeks to redefine luxury through a commitment to quality, craftsmanship, and cutting-edge creativity.

At the heart of Jimmy Choo’s vision is the commitment to increasing the use of responsibly sourced materials and exploring the potential of alternative materials. The core team is driven to find creative solutions that increase the use of traceable, responsibly sourced, recycled and recyclable materials across the collections, and aim to mainstream eco-feature products and materials at Jimmy Choo by 2025. What’s more, the company is incorporating improved materials across the paper and cardboard used in the shoe boxes and shopping bags and other components of on-product packaging including tissue paper, dust bags and shoe sticks.

Jimmy Choo envisions a future where the brand is synonymous with both opulence and innovation, extending its influence to sustainability, ensuring that luxury is not just about appearance but also about responsible and ethical practices. The core team continually strives to extend the life of the products through repair and reuse, minimising waste and embracing a circular approach to fashion. The products are designed to last and come with a five-year repair service and the team is committed to ongoing research and innovation in circular product design, as well as collaborating with others to contribute to a redesign of the systems required to create a truly circular fashion industry.

Awards and Recognition

Jimmy Choo is recognized in luxury fashion for its iconic footwear that blends glamour, sophistication, and craftsmanship. The luxury brand is synonymous with elegance, offering a diverse range of designs that cater to both classic and contemporary tastes. The luxury brand’s commitment to quality, attention to detail, and ability to set trends has solidified its place as a leading name in the luxury fashion industry. So it’s no wonder that Jimmy Choo won Order of British Empire in 2002; British Fashion Council Awards Designer Brand in 2008; and Accessories Council Brand of the Year 2008.

Key Team

References

• Official website Jimmy Choo
• Jimmy Choo: I Was Princess Diana’s Shoemaker HuffPost
• Meet Sandra Choi Glamour
• Facebook page of Jimmy Choo Facebook
• How a boy from Penang became shoemaker of choice for British royalty South China Morning Post
• Luxury Lineage: A Brief History of Jimmy Choo Forbes
• 5 Pillars of Sustainability Jimmy Choo
• Youtube channel of Jimmy Choo Youtube
• Michael Kors Holdings completed acquisition of Jimmy Choo Post Online Media
• The Shoe Queen Vogue
• The ethos of hand craftsmanship Jimmy Choo
• Shoes who? The Sunday Morning Herald
• Twitter page of Jimmy Choo Twitter
• LinkedIn page of Jimmy Choo LinkedIn
• Jimmy Choo supports women Jimmy Choo
• Wiki page of Jimmy Choo Wikipedia
• Jimmy Choo finds right fit with sole couture line GMA News
• Instagram page of Jimmy Choo Instagram
• Care and Repair Jimmy Choo
• Jimmy Choo seeks well-heeled buyer BBC