Lucy Choi takes over store that was once home to uncle Jimmy Choo

Footwear designer Lucy Choi will open her first standalone boutique next month in the same store that was once inhabited by her uncle Jimmy Choo.

The store on Connaught Street will house the full Lucy Choi line, which was launched in 2012. It marks the start of new generation for the famous footwear design dynasty and ensures its legacy continues at the prestigious Connaught Village address.

Footwear designer Lucy Choi
Footwear designer Lucy Choi opens first boutique on Connaught Street

Choi said the move to open her first boutique represented “an exciting new landmark and is the culmination of my vision to have my own store”.  “Connaught Village is one of the most special places in London for me and I spent a considerable amount of time seeking just the right location, as I wanted to create a beautiful, calming environment and an inspiring space for our customers to shop in,” she added.

Apart from the family association, the location was chosen as Choi felt the community feel of the Hyde Park Estate sat well with her label’s boutique feel. The store promises to be “shoe-candy heaven” and “every girl’s dream boudoir” and will offer a luxury, personal shopping experience.

Choi has enjoyed considerable success with her line of luxury shoes that combine comfort, character and craftsmanship at accessible price points. Prices range from approx £125 for flats to £250 for ankle boots. The line is now stocked in a wide range of premium e-stores and boutiques including Matchesfashion.com, The Shop at Bluebird, Fenwick, Question Air and Anna Boutique.

Apart from Lucy Choi’s own website, the store on Connaught Street will be the only location to shop the full collection.