is the Creative Director and designer of Jimmy Choo Ltd
. She is often thought to be the niece
of Mr Jimmy Choo
, but is actually the niece of Choo's wife, Rebecca.
Choi was born on the Isle of Wight
and lived in Hong Kong
before moving to London
in 1991 to study at the world famous St. Martins School of Art
. It was at this time that Sandra began her successful career as a shoe designer by working as an intern for Jimmy Choo
in his London couture workshop whilst at the same time studying for her degree.After a year of balancing school and work, Sandra decided to abandon her degree and focus her energy on the business
. Sandra's decision was the right one. From 1993 to 1996 she was the chief designer and manager of Mr. Choo's couture
business. Originally, Sandra had intended to study fashion
but her tutor pointed out her strength was product development
so she combined products — shoes — with fashion and began learning the whole of the couture
shoe business. Sandra perfected the art of shoe making from inception to finish — design, pattern cutting and skillfully fitting a shoe.
Sandra was appointed Creative Director
of Jimmy Choo Ltd
in 1996. Working in conjunction with Tamara Mellon
, Sandra is responsible for the creative design and direction of the company.