Sandra Choi on Crafting the Perfect Pump: The Story Behind Jimmy Choo’s Iconic Romy Heel
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Jimmy Choo has been creating countless timeless styles through the years, but one that always remains a classic is the Romy pump. Since the shoe’s launch in 2016, the brand has sold more than 400,000 pairs, and it continues to be a red carpet staple.
“The idea of a pointy-toe pump is one of the biggest challenges of a shoe designer. Every shoe brand makes a version, so it requires a lot of thought to make yours really stand out,” said creative director Sandra Choi. “Romy is an art form when it comes to both the design and the silhouette. It’s the perfect pump. A blend of refined glamour and elegance for those moments when you need to present yourself with a pulled-together polish.”
What makes the Romy one of the greatest shoes of all time is its versatility. The style is available in four heel heights, from a demure 60 mm to an assertive 110 mm, featuring various finishes and materials, including satin, suede, leather and all-over glitter. The Romy is also part of the company’s made-to-order offering where styles can be customized with personalization added to the soles.
For Choi, there’s not an exact formula to creating a hit shoe. However, when it comes to making an icon, it has to be a design that endures over time, and it must balance modernity and classicism.
“Sometimes there’s an element of luck to a style becoming famous but at the foundation of every style is an unwavering dedication to design integrity, creating styles that flatter and are as comfortable as possible,” Choi continued. “It’s like architecture, the foundations must be flawless before the design is layered on, although, I like to find ways where the foundations, like the heel, become design details in themselves. People don’t realize a shoe has to be designed by size, it’s a very specific balancing act to get right. The fusion of functional design with aesthetics is a fine art.”
Fans of the Romy range from Kate Middleton and Dr. Jill Biden to Dua Lipa and Lady Gaga.
Added Choi: “Its appeal is universal. Everyone needs a perfect pump in their wardrobe. Romy is the equivalent of your go-to LBD, it’s the best friend you can rely on.”
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