Having delighted the heart of the British and American elite, Jimmy Choo – the claw of the talented businesswoman Tamara Mellon – broadens its scope by opening a second store in Paris, in the very select rue Saint Honore. The brand intends to fit the fashionistas worldwide of his shoes to the arch insolent…
The adventure begins when Jimmy Choo beautiful young English socialite Tamara Mellon – then fashion editor for Vogue UK – becomes aware of his difficulty in finding what she wants in the world of luxury accessories. It seeks quality and impeccable expertise, but also a sexy costume that is lacking then – according to her – to the creations found on the market. The young woman then approaches a custom shoemaker officiating for senior British company, Jimmy Choo, and asked him to create a luxury shoe brand.
Thus in 1996, a Jimmy Choo boutique was born on Motcomb Street, London. Mr Choo y manufactures pumps, mules and sandals perched high Tamara and Sandra Choi (a recent graduate of the Saint Martin’s School of Design in already perceptible talent), imagine and design models.Gradually, the store sees client flow and press releases multiply. Admittedly, Tamara Mellon has an almost prescient feeling about the accessories market.
Tamara Mellon was born under a lucky star: her mother, former model from Chanel , bequeathed him an indisputable beauty pedigree, while his father, self-made man who succeeded in business, he was offered a lavish lifestyle and devoid material constraints. The little Tamara is high in the rules of art, and inculcates a sense of beauty, refinement and aesthetics. His mother insists that her daughter has a good taste of elegance, and she understands the importance of appearance for a woman wishing to introduce into society.
Very young, Tamara develops a certain attraction to beautiful things. It was during a trip to Paris that the child begins to understand that the accessory may be the key to the pace, after falling off – Avenue Montaigne – before a pair of cowboy boots. This idea never leave her, to the point that its current currency is certainly outcome: “No matter what you wear, you will always be well dressed if you have beautiful shoes.”
It is therefore natural that the fair will end later hired at Vogue, to expound on what fascinates: fashion accessories. What transformed this young woman (who could have continued to evolve in the world of luxury without fuss) businesswoman is in clairvoyance which it will demonstrate at the beginning of his career. Indeed, when it decides to ride his shoe claw by partnering with Jimmy Choo, Christian Louboutin and Michael Perry are already on the niche of high-end shoe . To pass them on their own ground, Tamara Mellon decided to apply its technical footwear fashion houses, of making the stars wear their creations.
Miss Mellon is thus the first to integrate people in the business plan of an accessory shoe. This stroke of genius will allow him to communicate in the most hyped manner, and to count among its clients renowned international carriers names. Indeed, on the basis that nobody makes available a panel of stars shoes at award ceremonies, she decided to step into this breach and becomes the friend and the leading supplier of British stars, then soon all of Hollywood. Very quickly, Jimmy Choo and flew to America and the tropics California, to serve upmarket fashionistas keen on glamorous design and portable.
From the Oscars (where actresses find almost all pavements Jimmy Choo) passing through the series Sex and the City (plebiscite openly brand), the brand is offering an aura of legend in record time. And what had happened: barely 5 years after the launch, the company Jimmy Choo merged with an English holding company, Equinox Luxury. Jimmy Choo – the shoe – retired, while Tamara rest, determined to maximize the potential of the brand.
New capital used to start a line of bags and develop outlets: no fewer than 26 stores are emerging. In 2004, investment fund bought the Lyon Capitale all, keeping Tamara creation and development; the sales network then expands to 36 new stores. In 2007, it was the turn of the holding TowerBrook Capital Partners to seize Jimmy Choo, which has almost doubled in value in three years. The policy remains the same: expanding the number of stores in new countries, and creating new product lines (perfumes and glasses)…
This insolent success, which is currently enchanted clients of all nationalities, Jimmy Choo owes largely to its president who has made himself a real communication tool. Just see Tamara Mellon sculptural in a couture sheath in a particular social event, or the arm of her fiance Christian Slater, to understand that it is above all it makes women fantasize. Its urban goddess image madly glamorous career shaped American dream is the true secret of Jimmy Choo…
To embody perfection, Tamara Mellon is required iron discipline. It starts every morning with an hour of sport, following a personalized diet to preserve its line creeper swallows many cocktails of vitamins custom compounds, smokes nor drinks (sometimes to share a glass of champagne, worldliness requires) , goes down as often as possible before 23 hours to maintain a glowing complexion, and shoes never flat shoes.
Although one of the wealthiest women in England, it does not stop to take risks and invest in projects close to his heart, such as the recent acquisition of the ready-to-claw American wearing Halston. It is thus associated producer Harvey Weinstein and Rachel Zoe (private stylist starlets) to revive this brand 70s, dear to Jackie Kennedy.
In conclusion, caution that the strong passion for Jimmy Choo has led to an overvaluation of the product, which despite being certainly glamorous, does not have the elegance of a creation Roger Vivier Bruno Frisoni or…
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