The Jimmy Choo brand was founded in 1996 by the designer of the same name and started a customized shoe business in the East End of London. In addition to shoes, Jimmy Choo also sells bags, perfume and other products. Tamara Mello, an OBE recipient of the Order of the British Legion, who was still working as the fashion accessories editor of British Vogue at the time, discovered Mr. Jimmy Choo's talent and decided to jointly establish the classic brand Jimmy Choo with him.