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Shoe label Lucy Choi London has launched and officially appointed Mercer Keeble PR to handle its press and publicity. Created by the niece of Jimmy Choo, the brand combines heritage and design expertise to offer a unique line of shoes. Materials used include snakeskin, croc skin, suedes, satins and leathers along with hand-dyed silks, embellishments and vintage lace. Prices range from £98-228 and the collection is available to buy online now. The brand launches in Harvey Nichols and on my-wardrobe.com from the end of July 2012.