Tamara Mellon's new Choo role

Tamara Mellon has been named the founder and chief creative officer of Jimmy Choo.

Tamara began the luxury footwear company in 1996 and was previously known as founder and president and in her new position she will continue to oversee the label's brand image, which includes product design, public relations and advertising campaigns.

Jimmy Choo chief executive officer Joshua Schulman said of the new appointment: "Today's announcement acknowledges the important contribution that Tamara makes to our brand image and design process. This new title is a better reflection of Tamara's responsibilities and accomplishments at Jimmy Choo. Together with our creative team, she has been at the forefront of developing product and marketing, which has fuelled growth of the company."

Sandra Choi will continue in her role as creative director with responsibility for product design and will report to both Tamara and Joshua.

Tamara's new role will mean she's even busier than before and recently revealed she uses her iPhone to organise her wardrobe as it saves precious time.

She said: "One trick I do is I have my closet on my iPhone.

"I always have so many events coming up so I will take some time and prepare, say, the next 10. The outfits are all photographed and uploaded onto my iPhone, so that when I'm travelling and I'm in the office running late, one of my girls can run over to the hotel and they know - from the download - what to pull out, and it's ready to go. It's such a timesaver."