The brand Jimmy Choo traces its roots back to a bespoke shoemaker named Jimmy Choo who was based in the East End of London in the early 1990s. Mr. Choo catered to the global jet set, including Princess Diana. The Jimmy Choo company was founded in 1996, with Mr. Choo’s niece, Sandra Choi, who had been heading up design in the East End atelier, coming on board as Creative Director, a position she holds to this day. Mr. Choo departed the company in 2001.