A few months ago, Jimmy Choo named their new Creative Director, Sandra Choi. Choi has been designing the ready to wear shoes since the beginning... so she is no stranger to the Jimmy Choo world.
With just a short time under her belt, Choi is already shaking things up; She states, "it's time to give this place a shake. Jimmy Choo is that sexy, strappy, stiletto thing - but it can be something else too." Sandra Choi plans on on changing the advertising for the shoe line, the direction, new store designs, and overall expand the notion of who the Jimmy Choo customer is.