“My uncle, Jimmy Choo, gave me my love of shoes”

Lucy choi, 43, is the founder of Lucy choi London, the upscale shoe brand whose fans include darcey Bussell, Joanna Lumley, Jennifer saunders and olivia colman. she lives in West London with her husband, Jonathan, who works in the financial sector, and their two children, thomas, four, and 18-month-old harrison.

i always knew i wanted to work in shoes – but didn’t take the most direct route. As a child i used to watch my uncle, Jimmy Choo, rushing to get all the shoes completed for the catwalk shows. it was so stressful! But still i was thinking, “how can i do this?” i wanted to do all kinds of crazy stuff after school but my parents were keen for me to become an accountant or a lawyer. i grew up on the isle of Wight and after studying business at university, i went to work in the City. i then worked for the shoe company French sole, first in business development and then in Pr. so i’ve experienced a very male environment and a very fashion environment, both of which can be just as cutthroat!

When i was 35, i thought, “it’s now or never.” i knew i wanted to start my own line of shoes so i sold my flat and used all my savings. My business and marketing background meant i felt confident, and helped me get things moving quickly. But i learnt pretty much everything else on the job!

i make sure all my shoes are supercomfortable – and not too expensive but not too cheap. i knew from the start that i wanted to aim at a middlemarket price-wise – my shoes cost around £200 – since, other than russell & Bromley and lK Bennett, there wasn’t much competition.

the reason my heels are so comfortable is all down to the gradient. it’s very technical, but it’s about the height and position of the heel – plus we always add extra padding inside. Comfort is a must for me, and i try on every pair. i get my best inspiration in the shower! With two small children, it’s the only place i don’t get disturbed. i also listen to what our customers want – that’s why i introduced half sizes as well as a quite a large size (42) and a very small size (35).

My uncle is my role model. he always says: “You must deliver whatever you say you’ll deliver, and do what you love doing.” he has such passion for what he does.

My main ambition now is expanding the business. We’re going more international, and i want to get that going, increase our exposure, and then maybe sit back slightly and enjoy my family.

i don’t like being out of my comfort zone but it does mean i learn a lot. having my own business really pushes me to the next level and sometimes i do struggle – getting that initial team around me, for instance. But you learn a lot – and learn from your mistakes. the best piece of advice i’ve ever received is: don’t sweat the small stuff. it’s very true – it’s a waste of energy.

since i’ve had kids, i’ve been really bad at looking after myself. that’s why i’ve recently taken up yoga. i also love walking. every Friday evening, my husband and i put our trainers on and start walking and talking. it’s important to reconnect. w&h