At 17, Sandra Choi became Jimmy Choo’s first-ever employee. Today, as the brand’s creative director, she’s steering it in new directions. Case in point: Jimmy Choo Made to Order , which is now available in India.
ELLE: The concept of bespoke tailoring or made-to-measure services is an age-old tradition in India. However, on the accessories front, it’s a fairly new concept. What does Jimmy Choo Made To Order mean here?
Sandra Choi: By bringing our Made-to-Order service to India, and directly to our customers, it allows us to preserve our heritage of creating beautifully crafted bespoke shoes. It offers every woman the chance to become the creative director for a brief moment, as she designs her one-of-a-kind Jimmy Choos. In India, I hope to push the brand to new strengths and depths by further exploring our brand codes, and perhaps by working on projects that make people think twice and consider Jimmy Choo in a new light.
ELLE: What can a customer expect from these services?
SC: Made-to-Order, which is available across 16 different styles, focuses on our favourite families of iconic Jimmy Choo shoes and bags. Each of them can be personalised using various colours and fabrics. And for the ultimate indulgence, for footwear, customers can even monogram the sole of each in gold.
ELLE: What are the materials or techniques being introduced through this initiative?
SC: Each year, we refresh the collection and add more styles. Currently, we have added Romy and Emily. Romy is an updated version of our signature pump, and is available in six heel heights, ranging from chic flat pumps to 11cm heels; Emily is a delicate and strappy sandal. In terms of new fabrics, velvet is now a part of the line, in a palette of seven hues including navy, bordeaux and bottle green. Other than that, we have delicate suede, radiant satin, sumptuous leather and signature glitter.
ELLE: Do you see bespoke services as the future of fashion?
SC: It’s certainly something customers are buying into more, as it adds that extra special something to an item. At Jimmy Choo, our Made-to-Order collection is refreshed annually with new styles and fabrics to fulfil the growing demand.
