Jimmy Choo has opened its second boutique in Mumbai at Palladium mall, along with a new concept, Choo 24:7 Stylemakers.

Choo 24:7 Stylemakers is an interactive microsite at www.choo247.com and accessible via www.jimmychoo.com that brings to life the personality of Choo 24:7, the brand’s ‘perfect shoe wardrobe’ of Jimmy Choo styles.

Mirroring the concept for the brand’s advertising campaign, the site celebrates street style reportage with an image gallery showcasing fans wearing Jimmy Choo across time zones, day to evening, 24:7.

The store features women’s shoes which remain the core of the product offer, alongside handbags, small leather goods, scarves, sunglasses, eyewear, belts, fragrance and men’s shoes.

The design direction is overseen by creative directors Sandra Choi and Simon Holloway. Jimmy Choo has also stores in Delhi and Bangalore.

Jimmy Choo was founded by Malaysian-born couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon in 1996, and registered as such on the United Kingdom register of companies.

Now part of Labelux, a privately held luxury goods group, Jimmy Choo has 140 stores in 32 countries and is present in department and specialty stores worldwide. Jimmy Choo himself is no longer involved in the business.

GB