Lucy, how do you feel about your first collection of shoes?
I am really excited about the new collection, it is sophisticated, discerning, smart and sexy. I wanted to create a range which offers not only superior craftsmanship, comfort and desirability but which also complements and mixes expertly with a woman’s luxury and high street wardrobe.
What have the last 3 months involved, trips away etc.?
The last 3 months have been very busy! My day to day role is so varied, one day I could be doing a shoot for the look book or be out with my buying team meeting with buyers and new stockists. I do everything from trend forecasting to budget forecasting. I also liaise daily with my PR team and regularly meet the press. Other days I could be needed in Hong Kong or Italy to see my factories where I oversee everything from the designs, to the fabrics to the fittings. I try on and wear each pair of shoes in the collection myself to ensure they are comfortable and meet my high standards before they are produced. No day is ever the same!
Can you tell us a bit about the new collection?
The new collection is designed to offer affordable luxury and to cater for all tastes and attitudes – from red carpet glamour to poolside in St Tropez, from rock stars to royalty, hence the ethos behind the label ‘Rock & Royal’. We have done your thinking for you in order to help you find the perfect shoe. The range is cleverly categorised into different sections for different wardrobe requirements; for day, evening, weekend, holiday and more glamorous events such as weddings and parties, providing a gorgeous shoe solution for any eventuality. We have used elegant silhouettes and luxe materials from snakeskins, to crocs, wovens, soft suede’s, satins, sumptuous leathers, hand-dyed silks, embellishments and vintage lace. Style and comfort are paramount; as standard, all Lucy Choi London shoes will have extra cushioning on the inner sole to provide a luxurious comfort fit all day. We want our customers can relax knowing that production is carefully sourced from trusted suppliers in Europe and Asia. The collection has been designed by women who know how a shoe needs to look, act and feel with an affordable price tag.
What have you been doing to relax and switch off from the design world?
I haven’t had much time to relax since we launched but I like to try and switch off at the weekends by playing tennis, or cooking for friends and family which I find very therapeutic.
What is the best achievement since launch date?
When the first collection arrived it was a very emotional moment, seeing my dreams finally become reality!
Which is your favourite shoe, in the Daniel Footwear collection?
My favourite shoes are the Goldstone Gold Leopard heels which were one of the first pairs I wore and tested. They had such positive feedback from press I decided to include these in the launch collection. So far it’s been one of our best selling styles.
Moving forward in 2012, what else can we expect from you?
More fabulous shoes! The AW12 collection will launch in stores at the end of July and it is a very opulent, indulgent collection of heels and mid heels. We are also introducing a new range of flats in exotic skins, rich metallic golds, silvers and ruby reds. Each pair has a cushioned satin quilt lining for an added feel good factor. We will also be introducing our first collection of winter boots crafted from Italian leather. The range is designed to suit both the country and city and includes more sporty style flat boots and over the knee boots, along with sky high, faux fur ankle boots or ultra chic knee high black suede and patent buttoned boots. The evening shoes are highly embellished with luxurious lace and glitter detailing for the ultimate vintage glamour. Even the highest heels are made for comfort to allow you to last all night on the dance floor.