Jimmy Choo makes a perfect case study for how a brand should be created and nurtured into a strong global brand. The story is like a fairy tale and it was high time it was told to the world. The firm has reigned at the top of its game for the last fifteen years and its anniversary was the perfect occasion the put the story of the brand in a book. The company is set to publish a glossy coffee table book charting the journey to success. The brand has become one of the most coveted and renowned names in accessory design and has developed a loyal customer base in every corner of the world. The brand has now diversified with Jimmy Choo collection for men and even an iPad case.
Jimmy Choo XV, the book, details the evolution of the brand from the very beginning. The book goes to the roots to showcase the propulsion of a niche cobbler into a brand and business that dominates the world of glitz, glamour and fashion. The foreword by Colin McDowell starts most appropriately with ‘Once upon a time there was a shoemaker working in the East End of London,’ and ‘In the West End of London was a beautiful and clever young woman who specialized in accessories – and especially shoes – in her work for a very famous and glamorous magazine.
The rest as they say is history. The young clever woman, Tamara Mellon bought the business from talented cobbler Choo and set about creating the brand that has captured the heart of women around the world. Tamara Mellon also talks about the icons, mostly powerful, glamorous and confident women who have inspired her in her life. She talks about Catherine Deneuve, Anouk Aimée, and Debbie Harry. Amongst modern icons she talks about Michelle Obama, Diane von Furstenberg, Tory Burch, and Natalie Massenet. Finally it is the shoes that inspire her and take on a personality, life and story of their own.