Determined and humble in her approach, Choi has always insisted on
working her way up. After completing a business degree at the University
of Birmingham she became a financial business analyst in the city,
working as a Sales Director for financial institutions for ten years. She
then went on to become Managing Director for footwear brand French
Sole, and was instrumental in its expansion in the UK and internationally.
Whilst working in the city, Lucy Choi spotted a gap in the market. As one
of thousands of women transitioning between flats and heels on their
daily commute to the office, she questioned why comfort was only
available to women at a luxury price point. From this premise, the Lucy
Choi London vision was born and Choi set out on her mission determined
to utilise her lifelong expertise to create an affordable luxury brand for
every age and every
occasion without compromising what she calls the 3 C’s: Comfort,
Craftsmanship and Character. These became the founding ethos of her
brand.
In 2012 Lucy Choi London launched and opened her first boutique in
central London, a forward-thinking footwear brand that meets the exact
demands of the sophisticated modern woman and reflects the way she
shops.