This Autumn sees the launch of the first ever Lucy Choi London boutique in one of London’s most prestigious addresses, Connaught Village. Taking on the store once inhabited by her Uncle Jimmy Choo, designer Lucy Choi’s new shop represents the start of a new generation and the continuation of the world famous shoe family legacy.
Following the brand’s successful debut in 2012, three years on, the decision to open a flagship store in central London was the result of increasing customer demand for a boutique where they can browse, try on and purchase from the full collection. Choi was also keen to offer their existing international customers a store where they can shop when in London and thanks to the prime location, attract a new international footfall of visitors to the city.
Connaught Street was chosen as the perfect location as Choi felt there were many synergies between her boutique label and the community feel found in this area in the heart of the Hyde Park Estate. With her characteristic flair for craftsmanship and playful design, the new store reflects Choi’s personal style, as well as the brand’s philosophy of craftsmanship, comfort and character. Choi wanted to create a true shoe-candy heaven for her customers and the space mirror’s every girl’s dream boudoir with an array of eye-catching and alluring shoes on display to tempt the customer. The new boutique offers a lux, welcoming space where clients can come in, relax and enjoy personal service and a truly luxurious shopping experience.
Founder Lucy Choi comments “Our first boutique represents an exciting new landmark and is the culmination of my vision to have my own store. Connaught Village is one of the most special places in London for me and I spent a considerable amount of time seeking just the right location, as I wanted to create a beautiful, calming environment and an inspiring space for our customers to shop in.”
Lucy Choi London’s new boutique will offer a dedicated bridal area, for brides, their bridesmaids and Mothers of the Bride and Groom to choose shoes for their special day.
Lucy was originally inspired to create a bridal collection when many of her loyal customers began asking her to design shoes they could wear on their wedding day. Many customers also started sending her photographs of her shoes that they had purchased from the core collection and had worn for their weddings. This popular demand inspired Lucy to come up with an exclusive and extensive range of beautiful and original bridal shoes using striking glitter fabrics, jewels and luxurious metallics to dramatic effect.
When she got married herself Lucy wanted to wear shoes that were slightly sexy, elegant yet classic and that would be comfortable to wear all day and into the evening. She keeps this front of mind when designing the collection which does not compromise on craftsmanship, comfort and character. When she was planning her own wedding, Lucy was also aware that many shoes on the market are so expensive and she wanted to offer the bride a chance to buy her going away shoes and wedding shoes in one. When a bride has to spend so much money on finding the perfect wedding dress Lucy wanted to offer the perfect shoes to match at an affordable price.
The shop will launch with the label’s AW15 collection and will open its doors to customers from
1st September 2015.