Sandra choi biography
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What made you decide to go into fashion?
When I was a teenager living in HK with my grandparents, I remember seeing a Galliano deconstructed Prince of Wales jacket in a magazine, I was fascinated by the tailoring and it ignited a curiosity for fashion and design. When I moved back to the Isle of Wight, I knew I wanted to pursue a career in fashion and needed to be in the city so I moved to London to stay with my aunt and uncle, Jimmy and embarked on a foundation course at Central St Martins. My heart was in fashion, but my tutor at the time called out my talent for product design. Whilst I was studying, I was helping in Jimmy’s atelier in the East End of London which presented me with a unique opportunity, to design and be involved in the fashion business which I couldn’t turn down. I now find myself in the best of both worlds because I design shoes and accessories for a fashion house. My head and heart have found each other and connected.
Where do you derive your biggest inspiration from?
Everything can be a source of inspiration, from the ordinary to the extraordinary. As a creative you are open to all forms of stimulus. I am inspired daily by the people around me and the style on the street. Photography is a constant source of inspiration and I have an extensive coll
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As for Choi's leadership style, "I think I'm firm and fair," she says. And she thinks her gender is an asset: "Professionally speaking, women tend to work harder because emotion comes into play," she says. "They have a natural urge to nurture, and that's a strength in business." For Choi, so are her other roles: wife to an artist husband and mother to two young daughters, Phoenix and Cyan (can we talk about those names?). "When I'm with my family, I become a mum and a wife," she says. Choi hopes her daughters one day pick up more than just her pair-strong shoe collection—she wants them to learn her work ethic (which her grandparents instilled in her—she lived with them in Hong Kong from when she was eight months old to age 13). "I put it in very simple terms to my children," she says. "Knowledge is king, and when and if they find something hard, they shouldn't give up. Those are core values, and when they have those in place, they can do whatever they want."
Of course Choi has the perfect shoe to wear for any role. When she means business, she slips into towering Jimmy Choo Romy black suede pumps, but she's also been partial to gem-encrusted combat-style Hatcher boots. "I remember m
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'Jimmy Choo stands for glamour' Sandra Choi on picture brand's travel to iconic status
How does an iconic brand aspire Jimmy Choo, with a rich characteristics of crafting a opulence of style styles, determine a judge few designs to make iconic status? “They maintain to capability well loved,” laughs ingenious director Sandra Choi. “Something can’t impartial be block up icon, peak has pull out become one.”
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