I studied business at Birmingham University. I began my career by spending 8 years working in the IT financial, business world. I then joined French Sole in 2002 to help them to build the brand and grow the company both in the UK and internationally. I eventually became the MD and oversaw every aspect of the business including the retail, website, wholesale business plus the marketing and PR. When I started I was very fortunate that it was a small team and my role was very hands on.
I learnt so much during my time there. I saw the brand grow from one store into a global business and it demonstrated to me that anything is possible if you have a good product, you work hard and you have drive and determination. I also made good contacts. Good business skills are the core of any successful business. You need to have a clear vision and strategy and stick to it and not focus on negatives. I spent 10 happy years at French Sole but felt that after 10 years, it was time to explore new avenues and carve my own niche in the shoe industry. I didn’t want to become part of the furniture!
I knew from early on that I wanted to do something for myself. Shoes are in my genes so I knew that I would eventually turn to shoe design. I learnt the hard way! Yes, I could have chosen an easier path to join the family business but I decided to get corporate experience first. I value what I have learnt in the corporate world and as a result I have been able to apply all my experience and knowledge of business and fashion to the launch of my own brand. Running my own company allows me to be involved in every aspect of the business from the creative side with the design to budgets and forecasting, recruitment, sales, marketing and PR. Except this time around investing my own money!
I lived with my grandparents in Hong Kong from a very early age until I was 11 and the main focus was on education, sport and morals in our household. We were taught the value of hard work, to be true to ourselves and follow our dreams. My independent streak is really thanks to my parents’ and my grandparents’ strong work ethic. My siblings and I have always been very independent and have inherited their entrepreneurial spirit. We are all very hard working, hands on and determined. My sister and brother also have their own businesses. My other sister Sandra [creative director of Jimmy Choo] is very driven and has also become very successful in her own right in the luxury shoe world.
I spotted a need in the market for stylish, affordable, comfortable shoes for women of all ages and decided to take the leap to launch my own label in 2012. At the same time it felt like a very natural step for me. My previous experience in business and fashion worlds, combined with my shoe heritage gave me the confidence I needed to start my own collection.
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I allowed myself a good year before starting Lucy Choi London. I started with a business plan. We launched in a recession but it was the right time for a brand, which offers affordable luxury. I looked at the competitive market place, identified my USP and built the business plan. I looked for factories who shared my values and I knew could deliver excellent craftsmanship. Once I had the collection I targeted retailers and buyers. I also have a good team, which is essential for any successful business. Plus, if you can survive a recession you can survive anything.
I invested my own money in the business and even sold my flat I had owned for 10 years, and whilst that was very daunting, it is also what drives me forward to make my business a success. The most challenging aspect at the start was finding excellent factories. Quality and craftsmanship are key, and if you have good production processes in place, the rest will follow. I’d seen first hand French Sole turn from a brilliant, very simple idea into a global brand and that was very inspiring. It showed me that anything is possible if you have a USP and a great product.
My mission with Lucy Choi London is our ethos based on what I call the ‘three c’s’ – craftsmanship, comfort and character, which is very important to me. The collection is based on the principal that we provide luxurious, affordable shoes without compromising on design, craftsmanship and comfort, for women of all ages and for every occasion. I wear and test all the shoes in the collection myself before they go into production to ensure they meet this criteria. Every time I design I pair of shoes I think of our ethos Rock and Royal and icons Kate Moss and Kate Middleton.
Offering shoes that are accessible priced was so important. It is the way I like to shop myself. I love to mix boutique brands with designer labels but noticed that even many brands I would consider high street were charging over £200, even £300 for a pair of shoes. I wanted to champion craftsmanship and design and not feel you always have to spend hundreds of pounds to have a beautifully made, stylish comfortable shoe. Why can’t luxury be accessible?
My Uncle Jimmy Choo has thought me many lessons both from watching him at work and his strong work ethic and values. I learnt early on that nothing in life comes easy and you must give 110%. To succeed you need a combination of knowledge, experience and financial know-how and you mustn’t be afraid to get your hands dirty! I learnt and absorbed a great deal from watching him work, from an early age, in teens to my 20’s, I saw how he worked extremely hard and stayed true to his belief in himself and in his workmanship. He inspired me to aspire, to follow my dreams and to ensure I always deliver my promises. He gave me my values.
I work just as many hours as I did before I had my son, but I have had to become more efficient and work on less sleep. I also don’t have the time to waste on negatives. I like a challenge and find I work best under pressure, and I’m happy that both babies have happened at the same time! To make it work you have to have a strong partnership – I truly believe that behind every business there is a strong partner! My husband’s support has allowed me to juggle both the birth of my business and our son. My husband also has a full time job in the City, but we try and spend as much time as possible together and to share the responsibility of bringing up our son. We balance the responsibilities and share everything. During the week we share the upbringing of our son. At the weekend we split our chores and work well as a team, it’s very important to ensure we have time for each other as well.
When I first started, I wish someone had told me to think big but not to sweat the small stuff. It’s so important not to settle for less, to be prepared for challenges and not to give up, as there will always be set backs along the way – it’s just a part of life. My advice to anyone trying to set up their own line is to believe in your vision. Make sure you have a solid business plan and stick to it! Or if you’re not naturally business savvy make sure you’ve got a team that can support you. Be prepared to work hard as success doesn’t magically happen overnight. Don’t underestimate the value of work experience. I am passionate about education; education opens your mind and your eyes. I think companies should provide proper work experience; it’s where you learn the most and can decide on the right career for you.
This interview has been edited and condensed. Images by Paul Whitfield for The Lifestyle Edit.