|Jimmy Choo editorial|
Would you trade your Jimmy Choo's for coffee beans? Of course you wouldn't. The Reimann family, owner of Jimmy Choo, decided to do the opposite - redirect its focus from luxury shoes to coffee business, because that's where the money is. The company is now put up for sale.
Is that the end of the brand? Don't worry, it is not. The company experienced several owner swaps in its lifetime. Sandra Choi is part of the brand since day one. The creative director, who is also Mr. Choo's niece, managed to keep the signature design and feel until today.