In 1996, building upon his already strong presence in Britain and his growing international reputation, he launched his ready-to-wear line with the late Mr. Tom Yeardye. He subsequently sold his shares of the ready-to-wear business in November 2001 to Equinox Luxury Holdings Ltd., entrusting them with his values of comfort and elegance to the luxury footwear and accessories market, whilst he himself continued to operate his couture line.
Today, Professor Jimmy Choo’s presence is at the forefront of education, as the Ambassador for Footwear Education at the London College of Fashion and a spokesperson for the British Council in their promotion of British Education to foreign students.
Prof Datuk Jimmy Choo OBE, is a firm believer in “Creativity Through Skills”, a slogan he promotes: “It is important to be skilled in order to become a good designer. A designer should not just be someone who is good at sketching but also be well versed and knowledgeable in every aspect of the making of any creation.” Prof Choo lives and breathes creativity. He has always been an incredibly curious person and incessantly follows his instincts and curiosity. It was this tenacity that led to the discovery of his indelible passion for the art of shoe making and designing – a process that requires extreme focus and painstaking hard work, but at the same time has the ability to lift one’s spirit when the perfect creation has been achieved. Prof Jimmy Choo understands the invested emotions of mind and spirit that embody skilled craftsmen when giving life to their creations. This was evident in the initial success of Jimmy Choo as a couture house and subsequently a global household brand. The emphasis on craftsmanship was the mainstay of the brand, and continues to be so.