The brand traces its roots to a bespoke shoemaker named Jimmy Choo, based in the East End of London in the early 1990s, who catered to the global jet set, including Princess Diana. The Jimmy Choo company was founded in 1996, when Tamara Mellon, OBE, then an accessories editor at British Vogue, discovered Mr Choo and recognizing a niche in the luxury shoe market, she established the Jimmy Choo brand. Mr Choo’s niece, Sandra Choi, joined the business as Creative Director.