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Jimmy Choo’s Sandra Choi

Rare Champagne. Exclusive nightclubs. Killer stilettos. Jimmy Choo Creative Director Sandra Choi’s Guide to the Good Life.


o.18417The occasion: late night clubbing in London’s hottest nightclubs.

The mood: sexy & glamorous

UK designer brand: Jimmy Choo

The artist: Sandra Choi, niece of Mr. Jimmy Choo (born Choo Yeang Keat)

Education: studied in Hong Kong before enrolling in St. Martins School of Art.

Dazzling new fragrance: Flash

Smells like: sparkling white floral with sultry jasmine and sensuous white woods

Paparazzi flashbulbs: the bottle boasts glass studs arranged like red carpet flashbulbs.
“The inspiration came from a modernist chandelier from the 70s,” says Choi. “We added the glass studs to play with light. It’s designed to look like a Jimmy Choo accessory that sits on your vanity.”

The advertising: Steven Meisel shot model Natasha Poly on the floor of a nightclub.

Celebrity fans: Julia Roberts, Beyonce, Renee Zellweger, the late Princess Diana


“Flash is what an ‘It Girl’ would spritz while getting ready to go clubbing at Les Caves du Roy in St. Tropez.” – Sandra Choi

“The most exclusive nightclub I’ve ever partied at is Jimmy*z in Monaco,” says Sandra on a quick visit to New York City recently. “It’s definitely the kind of place the Jimmy Choo girl would go clubbing at. Today, the hottest clubs are private, members-only. They are very difficult to get into but offer the wildest parties.” She says ‘It Girls’ drink Ruinart champagne, the oldest established Champagne house in France. “The best parties I’ve been to are the ones where I end up dancing on the tables. We used to do that at the Boom Boom Room in New York City.”


“The Jimmy Choo girl is completely cyber these days,” she continues. “She travels around the world and shops online wherever she is.” My uncle gave me the best piece of advice when I started designing. He said whatever you do, make it beautiful.  Never sacrifice on quality or craftsmanship. Those are words I keep in mind every day.”