Prof Jimmy Choo understands the invested emotions of mind and spirit that embody skilled craftsmen when giving life to their creations. This was evident in the initial success of Jimmy Choo as a couture house and subsequently a global household brand. The emphasis on craftmanship was the mainstay of the brand. Needless to say, it is this strong foundation that has led to his involvement with The Atelier as its Creative Director and Principal Designer in 2017. 

Professor Datuk Jimmy Choo, OBE is a firm believer in "Creativity Through Skills", a slogan he promotes: "It is important to be skilled in order to become a good designer. A designer should not just be someone who is good at sketching but also be well versed and knowledgeable in every aspect of the making of any creation.