When someone has worked in one industry and at the same company for nearly 30 years, it is worthy of note; when that company is a household name, it is extraordinary. Sandra Choi, the creative director at Jimmy Choo, joined the founder “Uncle Jimmy” at the shoe-making atelier when she was 19, and has been instrumental in it transforming it into a global fashion powerhouse.
“That term ‘nepo baby’ was very much used over the last 12 months or so—I can assure you, I’m not one of those,” says Choi. Born on the Isle of Wight in the United Kingdom, she spent five years with her grandparents in Hong Kong before returning to the UK as a teenager and finding her passion for fashion and design. Choi then apprenticed under her uncle while studying at Central Saint Martins. Now she goes into the office every day and sits at
