Sandra Choi was named sole creative director of Jimmy Choo in 2013. At the time of her appointment Choo told The Daily Telegraph, "It's time to give this place a shake, Jimmy Choo is that sexy, strappy, stiletto thing, but it can be something else, too."
Choi has spent her entire career at the company, founded by her uncle Jimmy Choo. She was born on the Isle of Wight in the United Kingdom, where she lived until she was eight years old before moving to Hong Kong for five years to live with her grandparents. On her return to the UK, Choi developed an interest in fashion and completed a foundation course. She began to help out at her uncle’s business in 1989, where she was immediately fascinated by the reality of the industry.
Following the formation of her uncle’s partnership with Tamara Mellon , Jimmy Choo began to produce ready-to-wear lines, which Choi designed. Choi has remained at the label ever since. Following both her uncle and Mellon’s decision to sell their shares in the company, Choi is a natural leader in the company and best equipped to continue crafting the company’s identity.
Choi told The Daily Telegraph, the new Choo girl "doesn't need to get her hair done, and she has a sense of attitude which is, 'you know what? This is me'."