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AMELIA HITCHCOCK-MERRITT
Founder of Bijoux De Mimi
BIJOUX DE MIMI is the first-born of 20-year-old entrepreneur Amelia Hitchcock-Merritt. The British jewellery brand is inspired by both Danish and French styles and offers shoppers rare, bespoke pieces of high-street jewellery. Loved by influencers across the UK and Europe such as Mia Regan (@mimimoocher) and Daisy Jelley, Bijoux De Mimi has rapidly become the huggie hoop accessory must-have for the young and vibrant.
Its founder and CEO, Amelia is a former student at fashion institute Central Saint Martins which has nurtured the likes of sustainable pioneer Stella McCartney, designer Alexander McQueen and the legendary Riccardo Tisci where she studied a foundation in fashion and apparel design. She also holds qualifications in Fine Arts, Textiles and Sociology from leading boarding school Hurtwood House. Amelia comes from a line of entrepreneurs with her late grandfather and brother also owning their own businesses, however she had no initial interest in starting her own company until she was inspired by her boyfriend, Tarka Brudenell-Bruce. She had envisioned that she would be working for a top childrenswear brand, having always had an interest in children’s clothing. “I find adult clothes quite boring,” she told WOTC. She has plans to launch her own childrenswear collection in the future.
The boutique brand had an eventful July having recently celebrated its first (belated) birthday with a private invite-only event, hosted at Embargo Republica located on Kings Road, renowned for being one of London’s most fashionable shopping streets. Those in attendance boasted just over 500 persons, who all followed a pink and red theme. A handful of the brand’s favourite influencers which included Lauren Eakins, best known as Lozeak and Bel Priestly also came out to help Amelia celebrate on the night.
Its first pop-up shop also took place in July in the heart of central London, on Oxford Street, with the help of multi-award-winning retail platform Sook. After launching in June 2020 during the global lockdown, the pop-up allowed the Bijoux De Mimi youth community and shoppers to experience its jewellery pieces – and the founder, live in the flesh. Special guests included TikTok sensation Eloise Fouladgar who considers the jewellery brand to be one of her favourites.
The brand was birth during a short period of idleness for Amelia, after completing her foundation course at Central Saint Martins. The young entrepreneur, who had always been ambitious and driven wasn’t used to not having anything to do, and so when her partner suggested that she start her own business, she went for it. Following a previous trip to Paris, France she had taken in late 2019, she had found herself inspired by the colourful huggie hoop stones at a wholesale store there – pieces she later sold on Depop knowing that it would be a hit, however Amelia soon discovered that there was a lack of brands within the UK which offered ‘huggies’ in a range of colourful stones. It was Amelia’s competitive edge – her way into the market. Bijoux De Mimi offers an array of colours and hues from turquoise to lilac.
During its first-ever Black Friday sales in October 2020, Bijoux De Mimi reached a major milestone in sales, which saw it graduate from a small business to a brand, as Amelia secured her very own warehouse space and London office in early 2021. Bijoux De Mimi then rebranded their packaging, which was designed by graphic designer and art director Kirstin Spalding, with the aim of becoming more sustainable with packaging being recyclable.
Learn more about Bijoux De Mimi and explore its range of fun, vibrant pieces at bijouxdemimi.com