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An Evening With Lucy Choi And Samata


The boutique, set on the quiet and elite Connaught Street located a short walk from Marble Arch, was originally owned by Lucy Choi’s uncle, the renowned Jimmy Choo. 

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Following in her uncle’s footsteps, from whom she learned the importance of character, comfort and craftsmanship, Lucy, who grew up in Hong Kong and the Isle of Wight, was surrounded by fashion and the shoe making industry. She realised there was a large gap in the footwear market for innovative, affordable, comfortable yet chic shoe label and so Lucy Choi London was born.

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Closed to the public, the boutique, which was once owned by Jimmy Choo himself, opened exclusively for a fun and glamourous night hosted by Samata, a British-born Ghanaian womenswear designer, published author (Bloomsbury Publishing) and journalist (Guardian, VOGUE, InStyle, Vuelio). Samata is also known for her work as Global Campaign Director for Suzy Amis Cameron’s Red Carpet Green Dress campaign showcasing sustainable fashion on the red carpet at the Oscars every year – working hand-in-hand collaborating with some of the most influential and relevant iconic brands such as Vivienne Westwood, Reformation and AUDI to name a few.

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With a focus predominately on sleek and wearable classics with a twist, the Lucy Choi London range surrounds a signature silhouette of a timeless pointed high heel, which comes in an array of colour combinations, heel heights, and toe shapes. Manufactured in five specialist factories, finishes including luxurious snakeskins, soft suede, hand dyed silks and even vintage lace, which are all sourced and made by Lucy’s trusted suppliers and contacts across Europe and Asia.  


The Lucy Choi London team were on hand to provide an impeccable personal shopping service and advice throughout the evening alongside being treated to a VIP special discounted rate.  Attendees were presented with the ability to try and test a range of beautiful shoes including ankle boots, bridal shoes, flats, kitten heals and stilettoes, many of whom walked away as the proud owner of a pair of Lucy Choi’s.  From simple and classic finishes to bright and beautiful colours and shapes, women were wowed by the variety of styles. 


Previously featured in a wide range of publications including Vogue, Tatler, Drapers, Marie Claire, Elle and Brides to name a few, Lucy Choi has expanded her business to include a range of clutch bags, all of which compliment her shoe collections.

Sharing her story through a small speech as the evening drew in left guests feeling overwhelmed and inspired, Lucy thanked guests for their attendance and support.

Lucy Choi London’s UK stockists include Net-A-Porter, matchesfashion.com, Harvey Nichols nationwide, Fenwick of Bond Street, Wolf & Badger of Dover Street, Arnotts in Dublin, Anna Boutique, Question-Air Boutique, and over 80 further high end boutiques across the UK. 

All shoes provide extra cushioning on the inner sole for a comfortable fit are priced from £155 – £255 and boots up to £350.


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