BIOGRAPHY OF DATUK JIMMY CHOO

1)    BIOGRAPHY OF DATUK JIMMY CHOO, ENTREPRENEUR IN SHOE DESIGNING, FOUNDER OF JIMMY CHOO BRAND

Jimmy Choo is not an unknown name in fashion world. He is a famous Malaysian entrepreneur in fashion designing based in United Kingdom. He is best known for its handmade shoes, also as co-founding of Jimmy Choo Ltd. In this task, we will describe more detailed about his passion and survival in his career.

5.1 BACKGROUND OF ENTREPRENEUR

This section will described about his profile and family background, education, work experience and his family life now.

5.1.1     PROFILE OF FAMILY BACKGROUND

Jimmy Choo is a Malaysian fashion designer. His real name is Choo Yeang Keat. Jimmy Choo was born in Penang, Malaysia in 15 November 1952 to Zhou family, similar surname with a China’s famous premier Zhou Enlai and the popular Hong Kong actor Chow Yun-Fat who is the actor in the Oscar award movie “Crouching Tiger, Hidden Dragon”. They are from the same family clan which is the Zhou clan family. The surname was wrongly spelled in his birth certificate as “Choo” instead of Chew in Penang Hockkien or Chow in Cantonese or Chew in his dialect Hakka. Choo is a totally different surname. This is because of the registration clerk who are non-Chinese may have heard wrongly the Hakka phonetic and registered the surname officially as Choo instead of Chew or Chow when the birth was reported by the family to the Registry of Birth. Otherwise, it should be Jimmy Chew or Jimmy Chow. This mistake has resulted in the now well-known name of Jimmy Choo. His family is of Chinese descent and are shoemaker. He was born into a family of shoemakers and her father taught him how to make shoes and he could make his first shoe at the age of 11. His childhood was at Hutton Lane, the side road from busy Penang Road where his father Chew Kee Yin was operating his business.

5.1.2     EDUCATION

Jimmy Choo is educated in Shih Chung Primary School in Love Lane which a school formed by Hakka Chinese. Jimmy Choo exactly from a poor family of shoemaking and the shoe shop of his father may not earn much money for his family. Because of that, since small he was determined to follow his father’s footsteps in the art of shoe design. Then, he learned the skill of shoemaking from his father at Penang Road and lastly he made his first shoe when he was 11 years old. After that, he becomes apprentice in Hong Kong Shoe Shop at Muntri Street to learning from the famous Penang shoemaking Mr Wong Sam Chai.

Although he can made a shoe but he is not satisfied by only making shoes but he wants to become a shoe designer and also want to further his knowledge in shoe designing. He planned to further his study in London but finance becomes his problem. Furthermore, he was accepted into the Cordwainers Technical College, London. Then, his father was determined to send him to London with the finance from a friend and his father saving which is sufficient only for one year. Then, Jimmy need to find a way to pay for the remaining three years and when the time is coming, Jimmy finally left Penang for London.

5.1.3     WORK EXPERIENCE

The money that was given by his father is only enough for one year and not enough for his four years study in London. Then, Jimmy Choo makes a decision to work part time at a restaurants and becomes a cleaner at a shoe factory to help funds his college education. He survives their life with instant noodles. In 1983, Jimmy Choo finally graduates. In addition, Jimmy Choo also attended a London College of Fashion during his studies in London. He is perhaps the most famous of alumni of Cordwainers Technical College in London from which he graduated in 1983. The college now is a part of the London College of Fashion. After the graduation, he worked in shoemaking factory which he started from the bottom and the he learn the process of manufacturing of shoes from design to production.

5.1.4     FAMILY LIFE

Jimmy met his wife the Hong Kong born, Rebecca Choi at Cordwainers College in 1982 when both were studying the art of shoemaking. At the same time, Rebecca Choi is also a professional shoe designer. Jimmy Choo and Rebecca Choi were given a son which was name is Danny Choo and a daughter named Emily Choo. Danny Choo was born and raised in England but he settled in Tokyo, Japan in 1999 because he was very interested in the culture, anime industry and internet in Japan.

Danny Choo can speak several languages such as English, Japanese, Mandarin, Cantonese and Korean. Danny Choo is a director and presenter for the program "Culture: Japan" in Animax Channel at Astro Channel 715. Danny Choo has also become a spokesman for the Anime Festival Asia and Cool Japan Forum 2010 in Singapore, panel for Anime Expo 2010 and a host of other activities that involve the Anime industry and the Internet in Japan. In addition, Danny is also a blogger. Danny Choo also have the same interest as his father which designer a shoes but Danny makes his own style by apply his shoe design into his fiction anime.

5.2 BACKGROUND OF THE COMPANY

This section showed about Jimmy Choo success and failure time in establishing his company and Jimmy Choo brand.

5.2.1     THE SUCCESS OF JIMMY CHOO

Jimmy Choo, people may have first heard his name on the ‘Sex & City’ the fashion-driven autobiographical fiction. His name was probably lumped in with many other designers like Manolo Blahnik, Ferragamo, Chanel and Gucci, but Jimmy Choo was the one that seemed to register with everyone because Jimmy Choo’s seemed like he could be every man. Not only that, at one time, Jimmy Choo was every man.

Jimmy Choo is a Malaysian who born fashion designer with handmade shoe designs earned him fame and success early in his career which began based on his interest to involve in shoe’s designer. Various challenges faced by Datuk Jimmy Choo. But because of his determination in the face of many resistances and challenge to achieve his goals of ambition and its make his brand stayed until now. Jimmy Choo has a very strong spirit to cope even had to face too many challenges even very difficult. He always took challenge as opportunities. He never got afraid and always confident in face the challenge. He learns from mistakes. He just go on because he know nobody would never help him to success unless himself.

Jimmy Choo was a specialist luxury shoe company first and foremost. His company is focused on dependable this relationship with his customers and clients. Growth will always be growth within the context of protecting the Jimmy Choo brand identity and luxury positioning. Open new store was the Jimmy Choo plans in forthcoming with what has been achieved over recent years. He also planned to continue growth of his business through its joint venture and wholesale channels. To access new markets, both joint venture and wholesale are important for Jimmy Choo’s business model.

Since establishing his couture label in 1986, Choo’s made-to-order to create various designs have included an extensive range of hand beaded, hand stitched and personalised shoes ranging from slippers, sandals and mules to boots. In 1988, Jimmy Choo’s design in an eight-record was spread in Vogue magazine. His design of shoes was coverage in magazine. Therefore, he got worldwide recognition. This affirmed his status as a shoe designer and master craftsman and from the second, Choo has never looked back since. Jimmy Choo was patronized by a host of celebrities that enhanced his brand value further in 1990 and onward.

In 1996, he with the Tamara Mellon, The British Vogue accessories editor which also co-founded the Jimmy Choo was along Limited had established itself as the high-end designer shoes. Then in the year of 2001, 50% stake in the company was sold by Jimmy Choo. The stake that sold was 10 million pounds. Combination capital of Tammara Mellon’s little black book and the talent of Jimmy Choo, Jimmy Choo achieved another successful which is got over 100 wholesale clients including Harrods, Harvey Nichols, Saks Fifth Avenue and Bergdorf Goodman. All of them was become the iconic fashion staple that a pair of Jimmy Choo today.

One of Jimmy’s achievement is Jimmy Choo’s design was spotted by the late Princess Diana. She was immediately fall in love with his design. She had become regular customer of Jimmy Choo. Jimmy Choo’s sales started pouring since media had covered Princess Diana’s story which wearing Jimmy Choo’s shoes. After that, Jimmy Choo never looked back. Not only Princess Diana being his customer, his design also spotted in popular movie such as The Devils Wear Prada that wore by Meryl Streep and in My Shoes, wore by Cameron Diaz.

Madonna was the famous celebrities who patronized Jimmy Choo shoes. She was wore it at her wedding. Jimmy Choo also designed shoes for Cinderella’s film which wore by Lily James with shimmering otherworldly effect. On 28 September 2011, for the first time Jimmy Choo designing shoes for a local celebrity. He produces two pairs of pearl-adorned shoes are worth over RM1 million for Memey Suhaiza’s wedding. Now, Jimmy Choo brand was famous with style, elegance and purity, as well as into a frenzy artists and celebrities around the world. A pair of women’s shoes was sold reaching thousands US dollars. Jimmy Choo is an outstanding business operating in one of the fastest growing segments of the luxury market.

Not only that, he also diversified his interest into designing handbags. Besides that, he also involved in the setting up of shoemaking institute in Malaysia to pull out Malaysian talent in shoes making. His hope is grooming local talent in shoemaking and fashion designers. Jimmy Choo said there were many talented shoemakers from the older generation in Malaysia but proper training must be provided to the younger ones. It’s because the industry could continue to flourish. Malaysian shoemakers are well known for their craftsmanship and this is the advantage we have over those in other countries to enlarge this business.

Jimmy Choo’s designer shoes may have graced the feet of so many members of royalty and celebrities, but those who produce brilliant invention insisted that humility and respect for another person who put her in her place now. Although he was success now, but for him family is everything. For him, if forced to choose between career and family, Jimmy Choo quick answer would choose to share with family affection. Hence, no wonder he tried to juggle as well as possible. Family is very important to our well-being.

5.2.2     THE FAILURE OF JIMMY CHOO

When trying to study in London, Jimmy Choo persuaded his father, Kee Yin. At last, his father give him a permission and agreed to pay for the first year of his studies but Jimmy had to pay for the remaining three years by himself. In order to cover his living expenses and fees, he become part time worker in a restaurant and shoe factory. He had to do odd jobs at both places in surviving, such as cleaning the toilets and sweeping the floors. Jimmy Choo went back to Malaysia after graduation, before deciding to try his luck in London. In 1986, he rent and old hospital building in London to set up his first factory, Lucky Shoes and then James Shoes before renamed it by using his name. He had to endure the worst four years of his life when his sales are poor.

After two years, the popular Vogue magazines spotted his designs and feature his designs in a record eight full pages. Jimmy thought his golden time had come but sadly it did not happen so. His appearance in the magazines made him more famous but did not pour many sales. He got small number of customers. He often had to take instant noodles as staple food and live frugally. His luck changed two years later when the late Princess Diana spotted and immediately fell in love with his designs and become his regular customers. When Diana’s story wearing Jimmy Choo’s design is covered by media, sales start bursting in and Jimmy didn’t look back again.

In April 2001, Jimmy retired from his business and sold his 50% share of his company to the former UK Vogue accessories editor, Tamara Yeardye Mellon. Jimmy Choo was a partner but not involved in running the business. Now, Jimmy Choo try to buy and get back his branding right that should be Malaysian. In 2011, he told Buletin Utama that he sold Jimmy Choo brand because of something. He said, ‘Those day I was nobody. Although I have the name in all over the magazines and everything but financially i was not though” (Tok Selampit, 2011). That’s why he hired brokerage company to bid again his brand at price of 500 million thousand or RM 2.4 billion.

His intention can be argued as in his interview with Fly Fm deejay, he accidentally slip that he released his brand since he want to be a millionaire and encircle the world with the money. Bid of Jimmy Choo brand is getting complex since there are about ten under bidder including Moet Hennessy Louis Vuitton AS. In the end, Mellon sold out her share in Jimmy Choo to Labelux for £525 million. 

5.3 AWARD ACHIEVED

Jimmy Choo name is synonymous with absolutely exclusive shoe design and style. He is not just a shoe designer, but also a skilled craftsman who made shoes and specialize in producing artistic results. He was inspired and inspiring designs from nature such as trees and flowers and also of the environment such as interior decoration in places he visited. He was very thorough in shoe moulding comprising the upper, and heel shoe designs balanced to ensure that the shoe wearer feel comfortable and safe even wearing high heeled shoes.

As a result of his diligence, Datuk Jimmy Choo got many awards are considered a great tribute to him and also in the eyes of the state. Many award that he got from various aspects. Everything is the result of an idea Datuk Jimmy Choo designs that brilliant enough to earn a place in the eyes of the world.

Among one of the awards obtained are Jimmy Choo may be considered regarded as an ambassador for the successful introduction of Malaysian name in the fashion world as well as patriotic sentiment that always beans when speaking about his country. Jokingly he said he want to be remembered as a god like Wah Toi shoes, a shoe god revered in Chinese society by Chinese Footwear Manufacturers Association of the eastern part of the world. In fact, he has been regarded as a god of shoes as a favourite shoe designer fashion lovers and recognized by the global fashion world.

Moreover, Datuk Jimmy Choo also common food ambassador Malaysia, Datuk Redzuawan Ismail, better known as Chef Wan was awarded the Special Award for the Ministry of Tourism Malaysia to promote abroad. Both received the trophy from Tourism Minister Datuk Seri Dr Ng Yen Yen in Malaysia Tourism Awards 2010 and 2011 witnessed Yang di-Pertuan Agong Tuanku Abdul Halim Mu'adzam Shah and Raja Permaisuri Agong Tuanku Haminah Hamidun.

Hence, a lot to be proud of his achievement by Malaysians. For example, he was awarded the title 'Datuk' by the Sultan of Pahang on its success in the field of fashion in 2000. The next year anyway, namely in 2001, he was the winner of "The World's Outstanding Chinese Designer.

In 2002, he was also one of the first Malaysian to be awarded the "Order of the British Empire" OBE (Knighthood) by the Queen of England, Queen Elizabeth II. This achievement also puts his status at the same level with other receivers such as David Beckham, Rod Steward, JK Rowling and Pierce Brosnan. These results are impacted to Datuk Jimmy Choo to move with more advanced.

In addition, he also conferred the bosom of the State Secretariat of the Speaker of the State of Penang who also carries the title ‘Dato'. This title he has reached such a high level in Malaysia thus raising the country's image in the international arena.

In 2004, he was awarded a scholarship by the University of the Arts London. Datuk Jimmy Choo was also awarded the title of 'Professor' by the University of the Arts London for his contribution in the field of fashion. In the same year, he received the Doctor Degree in Arts by De Montfort University, Leicester, UK in July 2004. He now lives in London. Choo now is a citizen of United Kingdom.

In 2012, Datuk Jimmy Choo have also got the TENERI "You Bring Charm to the World - World's Most Influential Chinese Award". Last but not least, Datuk Jimmy Choo always got the win in winning the design competition shoes and other fashion items that gradually the world. Jimmy Choo is also an icon of the brand companies to attract more people to remain loyal to their products.

5.4 MOTIVATION FORCE

Motivation force told about how Jimmy Choo gained his own motivational in his career surviving. This section also stated some of his word which contains some motivation.

5.4.1     WORD OF WISDOM

Please refer to attachment 1.

  

5.4.2     SOURCE OF INSPIRATION

As a son of a shoe cobbler, Datuk Jimmy Choo took his late father as his idol. This is because his father is the one who pass down all the valuable skills to him. He said that, “When I design a couture, there was no shoe manufacturing company willing to take my orders. All because of the number of shoes that I ordered is below manufacturer minimum requirement. Luckily, my late father had passed on the skill of shoe-making to me. With this skill, instead of depending on others, I produced my own labelled shoes. This is the most valuable gift my late father has given to me.” As his father wanted him to follow his footsteps, by the age of 11, Datuk Jimmy Choo had made his first pair of shoe. When he first started, his father wouldn’t let him make a shoe. Instead he said, “Sit and watch, sit and watch”. And for months and months, he did that.

Datuk Jimmy Choo never forgot his homeland. Malaysia is always in his heart as that’s where it all started. It is shown in his speech at any public functions, he often talked about the greatness of Malaysia with patriotic sentiment. Malaysia is where all the spirit of his beloved family lies. Family is one of the strongest source of inspiration. He said that, “family is very important to our well-being”.

Besides that, Datuk Jimmy Choo also makes Dewa Wah Toi (a god of shoes in Chinese society’s belief) as inspiration due to the fact that China Footwear Manufacturers Association worshiped Him. Datuk Jimmy Choo also wanted to be remembered as a god of shoes because of his passion in shoes designing is very deep.

When designing a pair of shoe, Datuk Jimmy Choo gets his inspiration from Mother Nature. Mostly, it comes from flora and fauna. He also used the environmental condition such as interior decoration of a place that he visited. He’s very strict in moulding a shoe to ensure a balanced product, so that his customers will feel comfortable and safe even wearing a high heeled shoe.

For Datuk Jimmy Choo, “Inspiration can come at anytime and anywhere,” any subject could be his inspiration because he loves to search for ideas. He often makes “I’m very interested with shoes” as a motivational word each time someone asked his motivation in this field. He also admitted that since engaged in this field, his motivation is constantly changing from year to year.

5.5 ENTREPRENEUR TRAITS IN DATUK JIMMY CHOO

From this biography, we learned that Datuk Jimmy Choo also has his own entrepreneurial traits such as initiative, versatility, decisive, time competence and most obvious is ability to learn from mistakes.

5.5.1     Initiative

Initiative angles are showed in his attempt to become an initiative shoemaker. He did not like to be a stereotype person which only satisfied with the same design and tried his best in designing new patterns of shoe. High initiative is showed when he design his customers shoe just like what they want and treat them nicely and always open with critism in getting the best result. 

5.5.2     Versatility

His versatility is shown when he could make shoes that asked by his customers, such as his designs in Cinderella movie really fitting all viewer thought. He also trusted by Princess Diana and Madonna whom is a queen of fashion to decorate their shoes in their special event. This trustworthy showed that Jimmy Choo is a versatile person as he could make a shoe such like what have been asked to him.

5.5.3     Decisive

He also a decisive person as we can see he is willing to take a huge risk when he sold his share to Tamara Mellon because of financial problem. He make decision to sold his precious share to stabilise his family financial although he know the risk that he would not getting back the thing that he had let go off.

  

5.5.4     Time Competence

He is a punctual person. His time competence is proven as he would make the reserved shoes on time and he did not like his client to wait for a long time. That is why he got a glamour and important client such as the late Princess Diana.

5.5.5     Ability to Learn from Mistakes

The best thing that we learn from his biography is the ability to learn from mistakes. He makes a mistake when he sold his share. He realise that mistake and trying to overcome it by joining the bid of Jimmy Choo brand although he know the possibility that he would not win it again. But, mistake that he make isn’t the full stop for him but it was a teacher. He learns to be more carefully so that he never repeated the same mistakes. Jimmy Choo never takes serious of all the critism and ridicule from others and he tried to bid his brand again.

2)    CONCLUSION

In conclusion, every single figure has their own personality qualities or entrepreneurial skills that unconcealed. They run their organization well by following their existing skills and qualities that we can learn in advancing our own lives. As an example, Tan Sri Yahaya Ahmad told us that decisiveness is not enough in doing a right thing if we are not complete with knowledge that need in solving that matter. Richard Branson showed us that initiative can be cultivate or achieve without excuses as he was poor in education and also got dyslexia. The story of Datuk Jimmy Choo realise us that success didn’t come to our hand if we didn’t try to go against challenges and be ambitious to be a great person in future.

REFERENCES

Bernama. (2013, Jun 1). Michelle Yeoh, Jimmy Choo, Zhang Toi Antara Penerima              Pingat. Mstar. Retreived from : http://www.mstar.com.my/berita/berita-            semasa/2013/06/01/michelle-yeoh-zang-toi -antara-penerima-pingat/

Koh Abdullah, Rabiatul Adawiyah. Utusan Malaysia. (2012, July 8). Jadikan Motivasi          untuk Berjaya: Kehebatan Datuk Jimmy Choo

Bernama. Sinar Harian. (2012, June 20). Jimmy Choo Nasihat Bakat Muda Supaya          Merendah Diri dan Jangan Takut Dikritik.

Phoon, Evanna. (2012, Feb 8). Jimmy Choo : A Night Out with a True Malaysia Artist. Mega View, KL Tower.

Annal, Zuzanna. (2013, Jan 28). Famous Quotes About High Heels. Retrieved from :         justheels.net.

Ashaari, Ben. (2012, March 3). Datuk Jimmy Choo. Retrieved from :          http://akuceritakualkisahku.blogspot.com/2012/03/datuk-jimmy-choo.html

Tok Selampit, Cucu. (2011, March 24). Ikhlaskah Datuk Jimmy Choo Membida Kembali Jenamanya Demi Rakyat Malaysia?. Retrieved from http://khairulryezal.blogspot.com/2011/03/ikhlaskah-datuk-jimmy-choo-membida.html

Wan Zulkifli, Wan Farha. (2009). The Impact of Personality Traits and Knowledge on      Entrepreneur Performance. Thesis M.Sc. (Mgmt) : Universiti Utara Malaysia

Dearlove, Des. (2007). Business the Richard Branson Way Ten Secrets of the          World’s Greatest Brand Builder. Chichester : Capstone

Chavan. Sunanda K. (2010, October 6). Introduction of Entrepreneur. Retrieved from   http://www.managementparadise.com/forums/entrepreneurship                          -intrapreneurship/203962-introduction-entrepreneur.html

Robinson, Joe. (2014, January 11). The seven traits of successful entrepreneurs.          Retrieved from http://www.entrepreneur.com/article/230350

Saat, Sulaiman. (2008). Usahawan Cemerlang Tip dan Panduan Keusahawanan. Utusan Publications, Kuala Lumpur.

Entis, Laura. (2012). Time Management. Retrieved from :          www.entrepreneur.com/topic/time-management

Mustafa, Kamal. (2012, 26 Nov). Apa Itu Integriti?. Retrieved from :          blogapakahitu.blogspot.com/2012/11/apa-itu-integrity.html

  

ATTACHMENTS

JIMMY CHOO’S WORDS OF WISDOM

On June 20^th 2012, Datuk Jimmy Choo attended the International Footwear Design Competition (IFDC) which was inaugurated by the Minister of Tourism in Kuala Lumpur, he said that as a talented designer : 

“We should be humble, dedicated to our dreams is a must. Never be afraid of criticism. We must be bold, accept humility and always for a designers like us, every day is a learning process”

Datuk Jimmy Choo also advised the local young designers to :

“Work hard to achieve your dreams but do not get too proud of oneself. Don’t think that you are the greatest because there will always be other designer that are more creative than you”

          He said again, creative and talented local shoe designers should :

“Not to be afraid that your designs will be imitated by others but always produce new design that much better as a trend setter.”

On February 8^th 2012, Datuk Jimmy attended an entrepreneurship dinner at Mega View, KL Tower, he said that:

“To do branding, we must willing and daring to try. If you don’t try, you won’t know what will happen”   

“Many big brands and company, they might look good outside but inside, there’s a lot of bad things happen that will cost the company a lot in the long term”

“I never claim that I’m successful because this gives me a reason to keep on learning and be a good student”

Among the aphorisms Datuk Jimmy Choo are :

“I design like an architect. It’s a beautiful, distinctive art and shoes are like the foundations. If the foundations aren’t right, the building won’t stand upright and if a woman’s balance isn’t right, nothing else is”

“I love the idea of couture and its emphasis on creation. There’s where I made my name (in design) and there’s where I’d like to stay”

“After all, it’s very important for any big-name designer to have a couture range. I leave the ready-to-wear to my partner and team”

“I do not think I’ve achieved what I wanted to be the best, this is because there are still many things that I needed to do”

“I never considered myself the best”

“You still have to keep learning. This principle is very important even if one day you have become a famous fashion designers in the world”

“To young people who want to succeed, you have to work hard and open your mind”

“The right shoe can make everything different”

“Respect your teachers, never be late and don’t give up on something that you want”

“Admit you’re powerless over your addiction and that your life has become unmanageable”