Jimmy Choo on success, simplicity – and why respect matters more than money

Before Datuk Professor Jimmy Choo became the world-famous designer behind the eponymous luxury shoe brand beloved by celebrities and royalty, he grew up in Penang learning the values of patience, hard work and responsibility from his shoemaker father.

“From young, I learned patience, responsibility and treating people well. Losing your temper gets you nowhere,” Choo says. “I learned this in London too – you must communicate clearly, respect craftsmanship and care about people. That’s how businesses succeed.”

Choo studied at Cordwainers Technical College in Hackney in the early 1980s, and after graduating, chose to base himself in London as he set about building his brand.

Now 77, he shows no signs of slowing down. “I’m still learning. I still sketch, I still design, and I work closely with young designers,” he adds. “People tell me to stop and relax, but I enjoy working. If there’s no enjoyment, life has no meaning.”

Choo shared these reflections in an interview with Her World at Pan Pacific Singapore, where he was in town to launch his latest collaboration with Eu Yan Sang.

Since selling his eponymous label to a private equity firm in 2001, the name synonymous with precision craftsmanship and sharp design has continued to evolve far beyond footwear. 

His creative footprint now spans couture bridal gowns through The Atelier – with studios in London, Kuala Lumpur, Taipei and Shanghai – as well as fashion education via the JCA Fashion Academy in London. He also serves as Malaysia’s Tourism Ambassador.

While Choo has applied his design sensibility across a wide range of industries, his latest collaboration with Eu Yan Sang marks his first project to bridge fashion and traditional Chinese medicine.

Launched 16 December 2025, the Eu Yan Sang × Datuk Professor Jimmy Choo Limited Edition Auspicious Harmony Treasure Chest Hamper features a design inspired by vintage British travelling trunks, paired with Chinese motifs such as the ruyi – a symbol of harmony, good fortune and protection.

Retailing at $1,888, each trunk is stocked with premium bird’s nests, cordyceps, abalone and Hennessy. Only 100 sets are available for order via the Eu Yan Sang Corporate Sales team eyss.corporatesales@euyansang.com, or call 1800 888 1879.

“Chinese New Year has always been about family, gratitude and the traditions that shaped us,” says Choo. “When Eu Yan Sang approached me, I immediately felt a strong connection – not only because of their heritage, but because of their sincerity. Their dedication to wellness and respect for culture reminded me very much of my own upbringing.

“Although fashion and TCM may seem like different worlds, they share something important: care for the body, care for the spirit, and care for the people we love.”

Below, he shares more about the collaboration, and what it takes to succeed in business.

How the collaboration began

“I have known Dato Sri Anne Eu, Chairman of Eu Yan Sang Group Malaysia, for nearly 18 years. Our paths crossed through various events, and over the years we collaborated on several charitable initiatives. One day, she casually asked, ‘What if we brought traditional Chinese medicine into the world of fashion?’ That simple question became the starting point of this collaboration.”

The design process

“It took almost half a year. We went back and forth with the production studio to perfect the structure and finishing details. It takes time to get it right.”

On craftsmanship and quality

“A strong understanding of materials, balance, and structure forms the foundation of good craftsmanship. Shoes should achieve a balance between visual refinement and comfort. It is through this depth of understanding that quality takes shape.”

On success and longevity

“Belief in one’s own direction, a willingness to keep learning, and the habit of observing others all play a role over time. Quality is essential – not only in materials, but also in the way people are treated.”

His advice to young creatives

“I didn’t come from a privileged background. I worked weekends to support my education and started my business without external funding. What matters most is believing in your ability to move forward and build something of your own.”

What truly matters to him

“I lead a simple life and avoid unnecessary conflict. What matters most are respect, quality, and relationships – these take precedence over financial gain.”