Lucy Choi created a designer affordable luxury footwear brand with a unique heritage, having learnt her craft from her Uncle Jimmy Choo. Launched in 2012, the brand has been worn by Sharon Stone and Hailey Bieber and is featured consistently at London Fashion Week and in the elite fashion press.

  • Worn by Sharon Stone and Hailey Bieber
  • Unique heritage, taught to create the perfect shoe by Uncle Jimmy Choo
  • Featured in Vogue, The Times, The Telegraph, Grazia and Vanity Fair
  • 40% increase in number of shoes sold from 2018 to 2019


Lucy Choi London is a designer affordable luxury footwear brand that caters for all ages and every occasion without compromising the 3 Cs: Comfort, Craftsmanship and Character - the brand's defining ethos.

Having been taught how to create the perfect shoe by her Uncle Jimmy Choo, Lucy questioned why designer shoes with the 3 C’s were mostly only available at a high price point?

Noting this gap in the market, in 2012 Lucy Choi London launched with a signature style epitomised by a ‘Rock ‘n’ Royal’ theme inspired by the two Kates: Moss and Middleton.

Since then the brand has grown:

  • Worn by A-list celebrities including Sharon Stone & Nicole Scherzinger
  • Featured in Vogue, Vanity Fair, The Times, South China Morning Post
  • Sold to various UK stockists and wholesaled internationally
  • Opened London boutique in 2015
  • 5,800 subscribers to our website since 2016 (41% CAGR)

The investment would be used for a new website, refocus on wholesale globally, increase marketing spend including digital and new hires to take the brand to the next level.

The Global Footwear market is expected to yield $371.8bn by 2020, growing at a CAGR of 5.5% over the last 5 years, and is expected to continue. Specifically, the ‘affordable luxury’ segment is growing; we believe we are the only designer shoe brand with a heritage that sits within this market segment.


Lucy Choi - Founder, Designer & CEO

With 7 years' experience in Finance and Sales in the corporate world, Lucy then moved on to gain 17 years' experience in luxury footwear. She worked for a decade with a footwear retail brand, becoming Managing Director, during which had three standalone stores in the USA; four in the UK; two Franchises in Asia and 100+ wholesale accounts globally before opening Lucy Choi London in 2012.

Julia Goh - COO and CFO

Over 20 years in investment banking roles, including COO, qualified ACA and trained in corporate tax. Currently working as a part-time consultant and will become full-time post raise.

Catherine Evans - Communications Director (part-time consultant)

With 15 years' communications experience, Catherine has been with Lucy Choi London since Day 1.

William Truman - Operations Manager

Years of experience in footwear operations/manufacturing roles.

Anna Lancaster Hedman - Marketing Director (part-time consultant)

18 years Marketing, PR and Partnerships experience across entertainment and fashion brands.

Olesia Vorobiovsaa - Wholesale Manager

Years of experience in luxury footwear wholesale.