According to Jimmy Choo, Princess Diana was unique among other members of the royal family.

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I have only spent a short time with Jimmy Choo, the well-known leader in shoe fashion, and he has already discussed his relationship with Princess Diana, asked about my plans for marriage, and evaluated my choice of shoes.

The 75-year-old gentleman admires my cowboy boots and asks me about my marital status. I am relieved when he compliments them and offers his services for my future wedding attire. Although I am not currently engaged, I make a mental note to find a fiancé after our interview.

In summary, Choo is known for being endearing, charming and slightly eccentric. In 1996, Choo became known as the “King of Shoes” when he co-founded his label with Tamara Mellon, who was then an accessories editor at British Vogue. The brand’s stiletto heels were a cultural sensation in the 90s, with Carrie Bradshaw famously exclaiming “I lost my Choo!” as she stumbled out of her shoes while trying to catch a ferry. Beyoncé even mentioned Jimmy Choo in her remix of 50 Cent’s “In Da Club”, singing “Jimmy Choo kicks, killin’ it”.

In 2001, Choo sold his 50% ownership of the brand for £10m and left. However, the brand continued to thrive and in 2017, it was acquired by Michael Kors Holdings for £896m. The brand still has ties to the family as Sandra Choi, the current creative director, is the niece of Choo’s wife Rebecca.

Choo has moved on to new opportunities, having established his own fashion institution known as the Jimmy Choo Academy (JCA). The purpose of this endeavor is to impart his expertise to aspiring designers. I am currently in his office on the top floor of the academy, where Choo is comfortably seated in a Lamborghini swivel chair and sporting his signature aviator shades on a nearby table. The building itself exudes a sense of grandeur and opulence, occupying a five-story Grade I townhouse situated across from Vogue House, which used to be the location for publishers Condé Nast. A magnificent spiral staircase leads students to their modern workshop spaces, and there is a library stocked with glossy magazines exclusively for their use. As I observe the students bustling by, it is clear that they are working diligently to meet their deadlines. “Are you also in need of a mannequin?” “Yes, indeed!”

The academy provides undergraduate and graduate degree programs with small class sizes, at a steep cost of £18,000 per year for UK students – significantly higher than the annual fees of “regular” universities. (Financial assistance is offered, and the academy suggests that interested students personally discuss tuition and fee options with their financial office.) Choo himself is involved in teaching and offers one-on-one tutorials with students whenever he is present. This is also the reason for his tardiness to our meeting – he was leading a feedback tutorial that went longer than planned (according to a school staff member, Choo becomes very engaged when teaching).

The reputation of the Choo brand may clarify why someone would pay nearly £20,000 for his knowledge. The late Princess Diana played a significant role in the brand’s image. She famously wore her first pair of Choos, a pale-blue satin sling-backs, to a performance of Swan Lake at the Royal Albert Hall in June 1997 and could be considered the brand’s initial spokesperson. Choo, who has confidently claimed before that Diana favored his shoes, remembers his first trip to Kensington Palace with fondness.

“I would arrive with my large suitcase, and we would sit on the floor together while she tried on everything,” he explains. During his first visit, he had to coordinate with the palace staff, but their later meetings were more relaxed. Diana would personally call him when she wanted something different. “Initially, she preferred low heels, but then she began to request higher ones. She would always compliment me by saying ‘You’re so intelligent’ and ask about everyone’s well-being: my mother, my father – she genuinely cared for everyone.”

The author recounts a memory of their interactions with Princess Diana, where she would always walk them to the car park after their meetings and even offer to carry their case. The author reflects on how kind and genuine Princess Diana was, and compares their experiences with other members of the royal family who did not show the same level of kindness.

Choo was born in Malaysia in 1948 and grew up in a family of shoemakers. He learned the trade from his father, who would have him watch as he worked. At first, Choo could only observe, but he eventually earned the privilege of sitting at the pattern-cutting table. His father taught him the value of patience, as well as how to cut patterns. However, Choo admits that he accidentally cut his leg a few times while learning. When he was just 11 years old, Choo made his first pair of shoes – slippers for his mother. This was a remarkable feat at the time, as there were no modern technologies like mobile phones or computers. Everything had to be done by hand.

Choo relocated to east London and enrolled at Cordwainers Technical College in Hackney in 1982, which is now part of the London College of Fashion. He also met his spouse while studying there. He stayed in Hackney after completing his studies and became a parent to two children: Emily, who currently works in the fashion industry alongside her father, and Danny, who resides in Japan and runs a company specializing in smart AI dolls.

Choo is no longer solely focused on creating stilettos for celebrities, but he remains dedicated to producing top-notch shoes and maintaining a sense of glamour. He has been managing his newer venture, The Atelier London, for six years, which primarily designs wedding gowns. “We have a global reach, shipping to cities like New York, Barcelona, Paris, and Italy,” he explains. “To support this, I have a team of one hundred employees at our main office in Shanghai, as well as nearly fifty employees at our four-story building in Kuala Lumpur.”

Emily, Choo’s daughter, assists him in managing their business and shop located at 18 Connaught Street in London. This building was previously occupied by a Jimmy Choo Ltd store. Choo excitedly informs me that he has regained ownership of the Connaught Street location. He mentions that they have completely revamped the store, with all new features and nothing remaining from its previous state. Choo also hands me a business card with his Chinese name, Zhou Yang Jie, which he uses to create custom shoes for select clients. I tuck the card in my purse, alongside my Oyster card and Boots Advantage Card.

To demonstrate his passion for shoemaking, Choo produces a napkin from a nearby table in his office. He then requests the pen I am using and proceeds to sketch. The room grows quiet as we witness the skilled craftsmanship in action. He draws a stiletto and explains, “This is a court shoe. It’s important to consider the fit. If they’re too tight or cut too high, it can cause discomfort in your feet or back.”

I believe he has taught me my initial lesson. I simply trust that he will not request payment.

Here, the JCA provides opportunities for potential students to attend open days and tours.

Source: independent.co.uk