After college, Choo worked at two design companies for a total of nine years before opening his own business. Choo's parents moved to Britain to help him get started, and he eventually expanded the business by opening his own shop in 1986, renting an old hospital building. His craftsmanship and designs were soon noticed at London Fashion Week in 1988. After seeing his creations, Vogue featured the shoes in an eight page spread. Choo has said that his designs became significantly more popular after the Vogue coverage. Patronage from Diana, Princess of Wales in the early 1990s further boosted his image.