Amy Chiew, Founder and Creative Director of Nottingheels, stands at the intersection of design innovation and purposeful fashion. Over the past eight years, she has transformed Nottingheels into one of Malaysia’s most inspiring footwear brands—one that proves luxury, comfort, and medical innovation can exist seamlessly within a single design philosophy.
A Vision Built on Innovation
Founded on the belief that style should never come at the expense of wellbeing, Nottingheels distinguishes itself through its patented bunion support system—a groundbreaking solution to one of the most common yet overlooked challenges faced by women worldwide. This discreet technology is integrated into elegant shoe silhouettes, allowing wearers to enjoy refined aesthetics while protecting foot health. For Amy, true design success lies in serving both beauty and function, and Nottingheels is the embodiment of that belief.
Won prof. Jimmy Choo Next Designer Award
Amy Chiew’s creative journey is marked by consistent recognition from prestigious institutions, both locally and internationally. In 2017, she was honored with the Prof. Jimmy Choo Next Designer Award, setting the tone for a career defined by excellence. This was followed by Malaysia Good Design Mark Awards in 2018, 2019, and again in 2024, awarded by MRM—affirming the brand’s commitment to design quality and innovation.
Won Celebrity Designer Award in Flekkefjord, Norway, by Mayor Torbjørn Klungland
In 2020, Nottingheels achieved 2nd Place (Women Category) at the Creative Design Competition organized by the Malaysia Investment Development Authority (MIDA), further cementing its reputation within the national design ecosystem. In 2024, Amy received the prestigious Muslim World Rania Award, recognizing her influence and contribution to global fashion. Most recently, in 2025, she was presented with the Celebrity Designer Award in Flekkefjord, Norway, by Mayor Torbjørn Klungland, marking a significant milestone in her international recognition.
From Runway to Airlines
Nottingheels’ impact extends far beyond fashion runways. Understanding the physical demands faced by airline professionals, Amy expanded the brand into the travel sector with collections designed specifically for airline sales and cabin crew use. These shoes are engineered for long hours on foot, combining ergonomic support, durability, and timeless design. This strategic move positioned Nottingheels as a trusted partner in both fashion and functionality, opening doors to new global markets.
Global Recognition, Malaysian Roots
Amy Chiew’s story is one of resilience, creativity, and unwavering commitment. From her early recognition under the Jimmy Choo legacy to receiving accolades in Europe, her journey reflects how Malaysian designers can lead on the world stage. Each award underscores her rare ability to merge artistry with innovation—appealing equally to fashion enthusiasts, professionals, and
health-conscious consumers.
Looking Ahead
As Nottingheels continues its upward trajectory, Amy remains steadfast in her mission: to empower women through footwear that honors elegance, comfort, and wellbeing. With patented technology, international awards, and growing partnerships within the airline industry, Nottingheels is poised to evolve from a Malaysian success story into a global symbol of fashion with purpose.
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Website: https://www.nottingheels.com
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