In Conversation with Elaine Yin of Jimmy Choo

After 12 years with the brand, Elaine finds that much of her focus today is on how Jimmy Choo meets the younger generation. ‘Gen Z often sees Jimmy Choo as “my mother’s shoes”,’ she says. ‘They associate us with Sex and the City, which is flattering, but it can also make us seem like a brand for a more mature customer.’ And she’s quick to note how far the brand has moved beyond that perception. ‘That’s not who we are today. From the team to the product, everything we do reflects energy, fun and modernity. We bring joy!’

The holidays remain a standout period for the house. “We’re one of the most popular brands for the festive season. Every year we have a holiday drop,’ says Elaine. ‘This year’s includes crystals and bows — very festive! Jimmy Choo has always been every girl’s best friend during the season.’ Crystals continue to resonate strongly. ‘They never go out of style — our crystal shoes and bags always sell out fast.’ Ribbons, both satin and crystal, have also returned by popular demand.

Elaine’s own seasonal picks reflect her practical approach. ‘After 12 years, I have every colour imaginable,’ she says with a smile. ‘But my current favourite is the Drop Heel silhouette, especially the kitten-heel version called Scarlett. It’s so easy to wear — perfect for the office, but also looks great with jeans.’ And when it comes to styling for celebrations, she keeps it simple. ‘You need one bold piece, like our Bing 100 red velvet pumps. Add a red clutch, and you’re ready for a festive party without being over the top.’

Food and familiar routines form a steady part of Elaine’s connection to Hong Kong. Favourite restaurants?  ‘Nadaman at the Shangri-La — I love Japanese food,’ she says. ‘And Petrus by Chef Uwe is another favourite, I’ll be having lunch there this Christmas.’ But it’s a family ritual that brings her back to Pacific Place each year. ‘Every year, I come here for the Santa photos, usually on the 23rd, if I can get a slot. It’s a must for my family,’ she says. ‘We do the photos at 11 o’clock, then lunch afterwards, usually at Dim Sum Library or Summer Palace. My husband loves Summer Palace — he’s from Singapore, so it’s his favourite.’

This is part of a history with Pacific Place that stretches back decades. ‘I came back to Hong Kong around 1997 or 1998,’ she recalls. ‘I used to live on the south side, but Pacific Place became our go-to. It’s the perfect size, not overwhelming, and you can get everything done here — shopping, dining, movies.’ And she remembers earlier versions of the mall just as clearly. ‘Even back when there was a food court, we used to come all the time. There’s a lot of nostalgia tied to this place for me.’

As the holidays arrive, it’s these habits — the shoes she reaches for and the traditions she keeps — that shape her season. For Elaine, Pacific Place is simply where those moments continue, year after year.