Colossus of the shoe selling world, Jimmy Choo, is 15 years old! Congratulations to Tamara Mellon and her transatlantic teams! As a tribute to the self-start-up that became a megabrand, WWD has posted a series of articles on the label, the various secrets to its success, dreamed up by founder and CEO, the inimitable, Mrs Mellon.
For example, the way she secured the brand’s position in
The following year, Mellon boarded a plane for
'We’d run around like crazy looking for shoes,' the celebrity fashion stylist Jessica Paster told W Magazine in 2006. She applauded Mellon for coming to
The history of Jimmy Choo is spotted with stories of Tamara’s brainwaves like this – not just being in the right place at the right time, but going to seemingly ridiculous lengths to make sure it was her shoes that got the publicity, and that she was generating the right image to build her brand.
At the time of the Oscars stunt, Jimmy Choo had little or no advertising budget, so to dress the most famous feet in the movie world was a major milestone. 'It was a big breakthrough for us,' said Mellon of her decision to set up the temporary shop in
- Naomi Attwood