Sandra Choi is the Creative Director and designer of Jimmy Choo Ltd. She is often thought to be the niece of Mr Jimmy Choo, but is actually the niece of Choo's wife, Rebecca.
Choi was born on the Isle of Wight and lived in Hong Kong, before moving to London in 1991 to study at the world famous St. 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 the business of shoes. Sandra’s decision was the right one. From 1993 to 1996 she was the chief designer and manager of Mr. Choo’s couture business. Originally, Sandra had intended to study fashion but her tutor pointed out her strength was product development so she combined products — shoes — with fashion and began learning the whole of the couture shoe business. Sandra perfected the art of shoe making from inception to finish — design, pattern cutting and skillfully fitting a shoe. Sandra was appointed Creative Director of Jimmy Choo Ltd in 1996. Working in conjunction with Tamara Mellon, Sandra is responsible for the creative design and direction of the company. Sandra’s eye for aesthetics is combined with her knowledge of shoe design and she is known for her innovative combinations of classic styles with whimsical and quirky, yet innovative, fashion forward accents.